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Marketing de eventos nas empresas do setor Fintech - estudo de caso da empresa EbankIT
| Name: | Description: | Size: | Format: | |
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| 1.51 MB | Adobe PDF |
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Abstract(s)
O presente relatório enquadra-se no plano de estudos do segundo ano do Mestrado em Direção Comercial e Marketing lecionado no Instituto Superior de Administração e Gestão. O estágio realizado na ebankIT- Omnichannel Inovation, SA, veio proporcionar-me a primeira experiência de trabalho na área e aplicação dos diversos conteúdos adquiridos ao longo deste percurso.
Este relatório de Estágio destaca principalmente a importância dos eventos como estratégia de Marketing, para as empresas de Digital Banking e, o principal objetivo é perceber de que forma é que eventos internos como o ebankIT Summit potenciam o crescimento das empresas, a venda dos serviços, a chegada de novos clientes e a sua fidelização.
Eventos internos que falam dos tópicos atuais do setor são realizados com frequência em empresas Fintech que lidam com o setor Bancário e Financeiro, e são uma excelente oportunidade para que estas empresas deste setor estabeleçam ligações, parcerias e comuniquem o seu posicionamento no mercado.
Inicialmente foi feito um enquadramento sobre as várias temáticas envolvidas no estágio através de uma revisão de literatura, seguida da caracterização da empresa e da apresentação da problemática de investigação, para a qual foi adotada a metodologia qualitativa, com base na técnica de entrevistas semiestruturadas e questionário.
This report is part of the second-year curriculum of the Master's in Commercial Management and Marketing taught at Instituto Superior de Administração e Gestão. The internship conducted at ebankIT - Omnichannel Innovation, SA, provided me with my first practical work experience in the field and the application of various concepts acquired throughout this academic journey. This Internship Report primarily highlights the significance of events as a marketing strategy for Digital Banking companies. The main objective is to understand how internal events, like ebankIT Summit, enhance company growth, service sales, attract new clients, and foster customer loyalty. Internal events that are based in trending topics in the business area, are commonplace in Fintech companies operating in the banking and financial sector and serve as an excellent opportunity for these companies to build connections, establish partnerships, and communicate their market positioning. The report begins with an overview of various themes related to the internship through a literature review, followed by a characterization of the company and the presentation of the research problem, for which a qualitative methodology was adopted, employing a questionnaire and interviews.
This report is part of the second-year curriculum of the Master's in Commercial Management and Marketing taught at Instituto Superior de Administração e Gestão. The internship conducted at ebankIT - Omnichannel Innovation, SA, provided me with my first practical work experience in the field and the application of various concepts acquired throughout this academic journey. This Internship Report primarily highlights the significance of events as a marketing strategy for Digital Banking companies. The main objective is to understand how internal events, like ebankIT Summit, enhance company growth, service sales, attract new clients, and foster customer loyalty. Internal events that are based in trending topics in the business area, are commonplace in Fintech companies operating in the banking and financial sector and serve as an excellent opportunity for these companies to build connections, establish partnerships, and communicate their market positioning. The report begins with an overview of various themes related to the internship through a literature review, followed by a characterization of the company and the presentation of the research problem, for which a qualitative methodology was adopted, employing a questionnaire and interviews.
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Keywords
Marketing Marketing Digital Marketing de Conteúdo Eventos Empresas Fintech