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Publication
Marketing the downtown of Coimbra: the APBC case
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.05 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
For the current project I have chosen to develop research around the marketing strategy
for the ‘Agency for the Promotion of the Downtown of Coimbra’ ou ‘Downtown Coimbra
Promotion Agency’ (Agência de Promoção da Baixa de Coimbra - APBC). And so, this
project aims to provide lines for the marketing strategy which will help APBC to develop
their brand image and to grow and expand their notoriety. For this purpose, this project
analyses and studies seven portuguese cities using the benchmarking methodology.
Having developed this analysis, then the intended output is to enhance and develop the
touristic potentialities of APBC and lift further developments according to the official
directives. Also, this analysis can provide future direction for the development of a
marketing plan for APBC.
Description
Keywords
Benchmarking Marketing Coimbra Medium-sized cities UNESCO