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Estratégias de conteúdo digital. O caso de um estágio na Nata Design
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| 9.93 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O presente relatório descreve as atividades desenvolvidas ao longo do estágio
curricular, realizado na empresa Nata Design, no âmbito do Mestrado em Marketing, da
Faculdade de Economia, da Universidade do Algarve (UALG). O principal objetivo é
perceber quais são as estratégias para a implementação de conteúdo digital para as
empresas clientes, na nova era do marketing (2.0 e 3.0).
Este relatório é constituído por duas partes principais: Uma revisão literária
base, para o entendimento das tarefas realizadas no estágio; e um enquadramento
prático do estágio, onde é referida a metodologia escolhida - observação participante -
as tarefas realizadas, assim como o respetivo registo, análise e considerações finais.
A revisão literária inicia-se com uma introdução ao conceito geral de marketing.
Seguidamente é explicada a evolução do mesmo, desde o marketing 1.0 até ao
marketing 3.0. Neste contexto, são apresentadas as novas teorias para os marketing mix
digital. Assim, são introduzidos alguns conceitos de conteúdo digital e a estratégias
mais utilizadas para elaboração do mesmo.
Por último, o relato das tarefas realizadas no estágio, assim como as respetivas
conclusões, permitem fazer a ponte de ligação entre o enquadramento teórico e a parte
prática do relatório. Deste modo, puderam ser identificadas algumas estratégias de
conteúdo digital implementadas para as empresas clientes, constatando se as estratégias
de comunicação se enquadram, ou não, na nova era do marketing (2.0 e/ou 3.0).
The present report describes the activities undertaken within the curricular internship in Nata Design, as part of the master degree in Marketing, in Faculty of Economics, University of the Algarve (UALG). The objective is to understand the main strategies to build the digital content for Nata Design’s clients in a new marketing era. This report consists of two main parts: a literary revision, related to the main tasks of the internship; and a practical framework, where it is referred the adopted methodology - participant observation - the main tasks of the internship, as well as its records, analysis and conclusions. The literary revision starts with an introduction of the general concept of marketing. Then it will be explained the marketing evolution, since marketing 1.0 to marketing 3.0. So that, it will be presented the new theories for the digital marketing mix. Afterwards, there will be an introduction to digital content definitions and the main strategies to build it. At last, all the internship tasks and its conclusions will be described, and linked to the literary revision. So, as part of the main objective of this report, it will be presented some digital content strategies used by the organizations in a new marketing era (2.0 and/or 3.0).
The present report describes the activities undertaken within the curricular internship in Nata Design, as part of the master degree in Marketing, in Faculty of Economics, University of the Algarve (UALG). The objective is to understand the main strategies to build the digital content for Nata Design’s clients in a new marketing era. This report consists of two main parts: a literary revision, related to the main tasks of the internship; and a practical framework, where it is referred the adopted methodology - participant observation - the main tasks of the internship, as well as its records, analysis and conclusions. The literary revision starts with an introduction of the general concept of marketing. Then it will be explained the marketing evolution, since marketing 1.0 to marketing 3.0. So that, it will be presented the new theories for the digital marketing mix. Afterwards, there will be an introduction to digital content definitions and the main strategies to build it. At last, all the internship tasks and its conclusions will be described, and linked to the literary revision. So, as part of the main objective of this report, it will be presented some digital content strategies used by the organizations in a new marketing era (2.0 and/or 3.0).
Description
Dissertação de Mestrado, Marketing, Faculdade de Economia, Universidade do Algarve, 2016
Keywords
Marketing Marketing digital Conteúdo digital Copywriting Social media Marketing 3.0 Digital marketing Digital content Dieta mediterrânica