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Departamento de Marketing da Icárion: Estudo de Caso
| Name: | Description: | Size: | Format: | |
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| 1.43 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente documento consiste na elaboração do relatório final de estágio, desenvolvido como conclusão do Mestrado em Gestão de Turismo pela Faculdade de Ciências Sociais e Tecnologia (FCST) da Universidade Europeia. O estágio foi realizado no Operador Turístico Icárion, no departamento de marketing.
O trabalho divide-se em quatro capítulos principais, a revisão de literatura, a apresentação e caracterização da entidade de estágio - a Icárion, a descrição das atividades realizadas durante estágio, o Plano de Marketing desenvolvido para a Icárion e a proposta de valor, e por fim, a conclusão e anexos.
A revisão de literatura desenvolve-se a partir da definição de turismo, no contexto da oferta e da procura; e do marketing. Estes dois temas, tornam-se importantes de contextualizar uma vez que, durante todo o estágio estiveram presentes e se relacionaram diretamente. Abordou-se
também o conceito de operador turístico, oferecendo uma visão geral do local onde foi realizado o estágio.
São também descritas todas as atividades desenvolvidas ao longo do estágio, destacando a relação entre as tarefas que foram desempenhadas e os conceitos teóricos abordados anteriormente.
Como proposta de valor desenvolveu-se um Plano de Marketing para a Icárion em Portugal, tendo como base o “Plano de Marketing de 1 Página” que foi complementando com outras ferramentas de marketing, como a análise SWOT, análise PEST, os 7 P’s do marketing. O objetivo principal deste plano passou por conhecer o mercado-alvo da Icárion em Portugal, assim como o seu posicionamento, de forma a entender as necessidades específicas do mercado português.
Em síntese, este trabalho oferece uma compreensão dos temas do turismo e de marketing, apoiando o plano de marketing desenvolvido para a Icárion, com o objetivo de delinear futuras estratégias ajustadas ao mercado português.
This document consists of the final internship report, developed to complete the master's degree in Tourism Management at the Faculty of Social Sciences and Technology (FCST) of the European University. The internship was carried out at the Icárion Tour Operator, in the marketing department. The work is divided into four main chapters: the literature review, the presentation and characterization of the internship entity - Icárion, the description of the activities carried out during the internship, the marketing plan developed for Icárion and the value proposition, and finally, the conclusion and annexes. The literature review starts with the definition of tourism, in the context of supply and demand, and marketing. These two themes are important to contextualize since they were present and directly related throughout the internship. The concept of a tour operator is also covered, providing a context for the place where the internship took place. All the activities carried out during the internship are also described, highlighting the relationship between the tasks performed and the theoretical concepts covered above. As a value proposition, a Marketing Plan was developed for Icárion in Portugal, based on the “1 Page Marketing Plan” which was complemented with other marketing tools, such as SWOT analysis, PEST analysis and the 7 P's of marketing. The main objective of this plan was to get to know Icárion's target market in Portugal, as well as its positioning, to understand the specific needs of the Portuguese market. In summary, this work provides an understanding of tourism and marketing issues, supporting the marketing plan developed for Icárion, with the aim of outlining future strategies tailored to the Portuguese market.
This document consists of the final internship report, developed to complete the master's degree in Tourism Management at the Faculty of Social Sciences and Technology (FCST) of the European University. The internship was carried out at the Icárion Tour Operator, in the marketing department. The work is divided into four main chapters: the literature review, the presentation and characterization of the internship entity - Icárion, the description of the activities carried out during the internship, the marketing plan developed for Icárion and the value proposition, and finally, the conclusion and annexes. The literature review starts with the definition of tourism, in the context of supply and demand, and marketing. These two themes are important to contextualize since they were present and directly related throughout the internship. The concept of a tour operator is also covered, providing a context for the place where the internship took place. All the activities carried out during the internship are also described, highlighting the relationship between the tasks performed and the theoretical concepts covered above. As a value proposition, a Marketing Plan was developed for Icárion in Portugal, based on the “1 Page Marketing Plan” which was complemented with other marketing tools, such as SWOT analysis, PEST analysis and the 7 P's of marketing. The main objective of this plan was to get to know Icárion's target market in Portugal, as well as its positioning, to understand the specific needs of the Portuguese market. In summary, this work provides an understanding of tourism and marketing issues, supporting the marketing plan developed for Icárion, with the aim of outlining future strategies tailored to the Portuguese market.
Description
Keywords
Relatório de estágio Turismo Marketing Plano de marketing Operador turístico