Loading...
Publication
A influência das técnicas de Growth Hacking no crescimento de marcas e organizações.
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.1 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Este trabalho tem como objectivo obter o grau de Mestre em Marketing Digital pela
Universidade Europeia tendo sido escolhido como tema a “Influência de técnicas de growth
hacking no crescimento de marcas e organizações”. Trata-se de um conceito novo, pouco
estudado e ainda com muito para descobrir, mas com potencial, pelo que a sua aplicabilidade
pode levar a grandes resultados.
Esta investigação foi realizada com recurso a uma metodologia qualitativa e é composto por
duas fases: entrevistas semi-estruturadas e estudos de caso.
Em fase exploratória, foram realizadas 6 entrevistas a pessoas ligadas à área do Marketing
Digital e ao conceito de growth hacking, com o objectivo de obter as melhores respostas
possíveis às questões de investigação específicas para esta fase do trabalho. Já no estudo de
caso, optou-se por analisar ao pormenor 7 plataformas de renome, mencionadas pelos
entrevistados, e que acreditamos serem as mais indicadas para responder também às questões
de investigação propostas neste estudo.
Em síntese, o objectivo deste trabalho foi o de compreender melhor o novo conceito de
growth hacking, a sua influência, aplicabilidade e benefícios, bem como o papel que poderá
representar nas estratégias de Marketing (Digital) das marcas e organizações num futuro
próximo.
This work had the objective to obtain the Master degree in Digital Marketing by Universidade Europeia and I chosen "Influence of growth hacking techniques in brands and organizations growth" as theme. It’s a new concept, little studied and with much to discover, but its applicability can lead to great results. The study was done through a qualitative methodology and consists of two stages: interviews and case studies. In a exploratory phase, we interviewed 6 people connected to Digital Marketing and growth hacking, to get the best possible answers to specific research questions for this stage of work. In the case studies, we chose 7 renowned platforms that are mencioned by the interviewed and we believe are the most appropriate to answer also to some of the research questions proposed in this work. In summary, the objective of this study was to understand better the new concept of growth hacking, its influence, applicability, benefits and the function that could represent the marketing strategies of brands and organizations in the near future.
This work had the objective to obtain the Master degree in Digital Marketing by Universidade Europeia and I chosen "Influence of growth hacking techniques in brands and organizations growth" as theme. It’s a new concept, little studied and with much to discover, but its applicability can lead to great results. The study was done through a qualitative methodology and consists of two stages: interviews and case studies. In a exploratory phase, we interviewed 6 people connected to Digital Marketing and growth hacking, to get the best possible answers to specific research questions for this stage of work. In the case studies, we chose 7 renowned platforms that are mencioned by the interviewed and we believe are the most appropriate to answer also to some of the research questions proposed in this work. In summary, the objective of this study was to understand better the new concept of growth hacking, its influence, applicability, benefits and the function that could represent the marketing strategies of brands and organizations in the near future.
Description
Keywords
Marketing Marketing digital Growth hacking Web 2.0
Pedagogical Context
Citation
Publisher
Universidade Europeia - Laureate International Universities