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- Luxury brands on social mediaPublication . Basalka, Valerie; Bicho, MartaSocial media has become exceptionally important for businesses, and luxury brands are no exception to this development. The struggle to preserve the exclusive and rare image of luxury brands has led to neglect the opportunities by social media in previous years. However, it has now emerged as a crucial component of their marketing strategies. This master thesis investigates the utilization of social media by luxury brands to attract luxury shoppers. To obtain current insights, a thorough literature review was combined with a qualitative method implementing two techniques. Firstly, qualitative semi-structured interviews were conducted with luxury experts, and secondly, a content analysis was undergone on Instagram accounts of luxury brands such as Louis Vuitton, Hermès, and Jacquemus. This thesis explores the many facets of social media and luxury as well as the diverse behaviours and intentions of luxury consumers. Key findings were generated from the research: Firstly, luxury brands use various social media tactics, including storytelling, high-quality photography, video content, partnerships with influencers and celebrities, and behind-the-scenes glimpses, all while subtly integrating the luxury characteristics. Secondly, the research reveals the importance of aligning social media strategies with brand identity and values to maintain authenticity and credibility. Furthermore, the thesis emphasizes the significance of tailoring strategies for different luxury market segments, such as quiet and loud luxury brands, while also underlining the importance of understanding the target groups. Ultimately, this thesis contributes to a deeper understanding of luxury brands on social media and provides valuable insights for luxury marketers aiming to navigate social media´s complexities to attract luxury shoppers.
- Atitudes inclusivas de alunos do ensino secundário, de uma escola TEIP, antes e depois de uma aula de educação física de paradesportoPublication . Amaral, Bruno; Willig, RenataO trabalho apresenta toda a descrição do estágio curricular com vista à conclusão do Mestrado em Ensino da Educação Física nos Ensinos Básico e Secundário. Este documento está dividido em 4 áreas: na área I é apresentada a descrição do agrupamento, caracterização das escolas e uma descrição dos espaços para a prática de educação física. Na área II são apresentados 3 temas fundamentais como: o ensino – aprendizagem, o planeamento e Avaliação. Na área III apresenta uma descrição das atividades realizadas durante o ano letivo bem como as diferentes maneiras de envolvência na atividade. Na última área, a área IV, é apresentada a investigação-ação sobre as atitudes dos alunos face à inclusão em educação física. O protocolo de estudo consistiu na aplicação de um questionário. Passado uma semana, a aplicação do plano de intervenção e passado outra semana a aplicação do mesmo questionário. Identificando que a participação em apenas uma atividade poderá não ser suficiente para modificar as atitudes dos alunos do ensino secundário de uma escola TEIP como concluíram os resultados.
- Importance of digital market and its role on startup businesses in NigeriaPublication . Uwuigbusun, Eunice Ewemade; Pacheco, NatáliaTechnological advancement has played a very essential role in every business both in Africa and Western world. Our day to day endeavors are in one way or the other associated with the internet. Presently, most consumers spend more time on their gadgets e.g. tablets, smartphones, and computers. With the help of digital marketing, there are so many opportunities that startup, micro and small businesses could benefit from in terms of digital transitions. However, this master thesis looks into the vital importance of digital marketing for start-up businesses in Nigeria. The master thesis digs into the rationale for implementing digital marketing strategies, the different benefits gained by firms, the ongoing relevance of digital marketing in this era’s changing commercial atmosphere, and the hurdles encountered throughout the transition to digital marketing methodology. The methodology for this master thesis was mostly based on semi-structured interviews with CEO's and selected employees from different startup, micro and small companies. These interviews were primarily aimed at stakeholders in Nigeria's business sector. The semi-structured interview then displays the complete interview process. The whole sections will provide comprehensive data on the subject as well as the approaches applied. Our motive is to help some startups, micro and small enterprises in Nigeria to consider social media for their marketing methods. The interviews with Nigerian business leaders highlights the function of digital marketing in driving company development as well as achievement in a rapidly changing commercial environment. From reaching new audiences to increasing brand visibility and engagement. Digital marketing has demonstrated its trans-formative impact for businesses like KingsNice Properties, RuwaLux Paints, Environ Technics Consult Limited, and Charex Interiors. Despite initial challenges such as inadequate internet connectivity and competition from larger organizations, these companies have used innovation, adaptation, and tenacity to overcome obstacles and maximize the power of digital platforms. The move to digital marketing has expanded their market reach and consumer base while boosting marketing efficiency and cost-effectiveness. While, the shared experiences demonstrate the significance of digital marketing in Nigeria's contemporary corporate strategy.
- YOGISZEN business planPublication . Pal, Deepak; Pacheco, NatáliaThis business plan summarizes the plans towards the successful launching of YogisZen, an online platform, which is innovative and personalized, and focused on yoga gear with a huge emphasis on ecofriendliness. Using Generative AI technology, YogisZen personalizes every product for a perfect match to user preference, therefore maximizing the user experience in the wellness sector. Demand for such environmentally friendly products is on a rise from the health-conscious customer base, which is in the focal point of market analysis. Operational strategies will come in handy in the management of the supply chain and implementation of online marketing operations. Financial estimates show that the business will have a successful venture and grow. In order to accomplish these goals, we collected quantitative data by administering a questionnaire to a sample of 100 individuals, as well as gathering secondary data from the internet.
- Understanding the minimalism trend in Portugal: considering home appliances and automobile consumers purchasing behaviourPublication . Ihekoronye, Mercy Chinwendu; Pacheco, NatáliaMinimalism is a notion that has received a lot of attention in recent years because of its potential influence on consumer behavior. The purpose of this study is to investigate how consumers of automobiles and home appliances in Portugal are responding to the minimalism trend and its influence on consumer purchasing behavior, ultimately leading to more sustainable consumption practices and a reduced environmental impact. To achieve the study's objectives, a qualitative methodology was used, which included 10 participants in a semi-structured interview. The study emphasized the impact of simplicity on brand perception, customer loyalty, and the desire for sustainable, long-lasting products, indicating the potential impact of minimalism on business strategy and consumer preferences going forward. Their response to branding and marketing influence was also examined, and it revealed the challenges consumers face when adopting minimalist practices, such as societal demands and being bombarded with marketing campaigns and influence, indicating potential barriers to widespread adoption of minimal practices. The findings from these interviews gave a better knowledge of consumer behaviour regarding minimalism in Portugal, with important implications for industry practitioners and future study.
- How product placement in fiction can be utilized as a marketing strategy to attract the user´s attention and boost sales in the modern eraPublication . Miguel Artigas, Elena de; Pacheco, NatáliaZapping has been one of the most popular practices in the last decade to escape from traditional advertising. As a result, the sector has had to reinvent itself with new formulas. One of them has been product placement, an advertising strategy that consists in introducing a brand within audiovisual content. Brands have seen product placement as a new opportunity to advertise, giving visibility to their products or services in situations where consumers are attentive to what is happening on the screen. This has generated more effective advertising, made it easier to remember, and allowed it to reach a greater number of people. For this thesis, the following research question was formulated: How does companies have incorporated their products in Spanish TV series? To answer it, a qualitative methodology focused on observation and based on content analysis has been used to investigate product placement in television series. Through the series analysis, it has been possible to observe how brands introduce their products into the plot in a natural way to avoid them being perceived as advertising, as well as the link with the different characters. On the other hand, the existing gender gap in the national panorama has been confirmed, and attempts are made to seek equality without this reflecting a reality congruent with the audiovisual culture.
- Aspects of micro e-commerce in Brazil: analysis of a case studyPublication . Marangione, Ludovica; Pacheco, NatáliaIn the recent years, a new approach to sales has developed with the so-called e(lectronic) commerce, redefining the concept of sales. In this scenario, many micro online enterprises, which generate profit by selling online physical products or services, have been founded. However, when defining the features of micro e-commerce, there is a lack of studies on outlining a universal definition. Thus, the aim of this research is to understand which are the main characteristics of micro e-commerce enterprises, particularly the ones in Brazil. Factors like e-commerce, micro e-commerce’s features, digital marketing strategy, digital marketing channels and the Brazilian context were examinated in order to understand how these aspects outline the main features of micro e-commerce businesses. In reach of this aim, the aspects of three Brazilian micro e-commerce companies were analysed through qualitative primary and secondary data, interviewing three Brazilian entrepreneurs and also collecting data on their websites, social media and online sales platforms. Through this research it was possible to understand that in Brazil online micro businesses fulfil specific requirements, as having no more than nine employees and invoicing an annual turnover up to 360.000 BRL and that they make use of digital marketing strategies and channels to sell their products and reach their customers.
- Comportamento de compra em folhetos digitais e físicos: um estudo do setor do retalho não alimentarPublication . Silva, Catarina Inverneiro da; Rosinha, AntónioAs empresas continuam a utilizar ferramentas, como os folhetos promocionais, para atrair os consumidores. É crucial compreender a preferência dos consumidores entre papel e formato digital, uma vez que os folhetos digitais possibilitam a redução de custos e a realização de análises detalhadas sobre a atratividade de cada página. Neste contexto, esta investigação surge utilizando ferramentas de análise dos folhetos digitais para compreender a eficácia dos folhetos genéricos, tendo como objetivo central analisar o impacto dos conceitos semanais, nas decisões de compra dos consumidores. A partir do objetivo central, desdobram-se questões específicas, como o efeito no comportamento de compra ao visualizar um folheto com conceito em comparação com um sem conceito; quais são os fatores que retêm a atenção ao visualizar folhetos digitais; se as características diferenciadoras nos folhetos influenciam as vendas, tanto online quanto em loja, durante o período do folheto; entre outras. Os resultados revelam que houve uma diferença significativa nas vendas entre os grupos "com conceito" e "sem conceito", indicando que a presença de conceito no folheto pode influenciar positivamente as vendas. No entanto, não foram encontradas diferenças significativas na retenção da atenção dos clientes entre os folhetos com e sem conceitos. Este estudo contribui para uma melhor compreensão do comportamento do consumidor em relação aos folhetos semanais, identificando o impacto dos conceitos na decisão de compra.
- Redefinição do CompSet do Hotel InterContinental Porto – Palácio das CardosasPublication . Magalhães, Nuno; Hemsworth, KevinEste estudo introduzido no relatório de estágio procura redefinir o CompSet do Hotel InterContinental Porto – Palácio das Cardosas, enfrentando o desafio da escassez de literatura face ao tema de competitors tanto primários como secundários. A competição constante na indústria hoteleira aliada à constante ameaça de hotéis novos e substitutos exige uma análise competitiva diária. Desta forma, recorre-se a uma revisão bibliográfica conjugada com a análise dos 5 atributos mais mencionados na revisão bibliográfica: preço, tamanho, segmentação de mercado, product type e localização, aos hotéis de 5 estrelas da cidade Porto. Esta pesquisa revela que a identificação do CompSet varia, mostrando que cada hotel pondera os atributos de uma maneira única e que a complexidade deste processo de definição de CompSet necessita de um estudo mais abrangente incluindo a perspetiva dos consumidores na escolha de hotéis.
- A importância estratégica do ONBOARDING – Estudo de caso no setor hoteleiroPublication . Ciriaco, Ana; Pires, HenriqueÉ inegável que o mercado de trabalho está cada vez mais exigente, principalmente no setor de Hotelaria. Nesse sentido, as equipas de Recursos Humanos têm sido as principais aliadas à gestão estratégica das Organizações. No entanto, uma das maiores adversidades à Gestão de Recursos Humanos tem sido a retenção de talento. Com este relatório de estágio pretende-se avaliar os impactos e a necessidade de conduzir um processo de OnBoarding bem estruturado e organizado nas empresas, com especial foco no Hotel InterContinental Porto – Palácio das Cardosas, onde o estágio foi realizado. Para atingir os objetivos propostos, realizou-se primeiramente um enquadramento técnico e científico e, em seguida foi realizado um estudo de caso com uma abordagem qualitativa baseada na análise de entrevistas Focus Group realizadas aos colaboradores do Hotel. Com esta pesquisa destacou-se a importância do OnBoarding como um meio eficaz de integração dos novos colaboradores, evidenciando os impactos positivos que tem no tempo de adaptação à nova função, no turnover e na produtividade e satisfação dos colaboradores. No contexto do setor hoteleiro, caracterizado pelo turnover elevado e pela concorrência exigente no mercado de trabalho, a implementação de um processo de OnBoarding bem estruturado e personalizado é ainda mais crucial. Recomenda-se, portanto, que o Hotel InterContinental Porto - Palácio das Cardosas adote medidas concretas para melhorar e atualizar este processo, visando fortalecer a sua cultura organizacional, maximizar o desempenho dos colaboradores e assim, aprimorar a experiência do cliente.