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DECANTAR – WEBOOST AGÊNCIA DE MARKETING DIGITAL
| Name: | Description: | Size: | Format: | |
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| 3.54 MB | Adobe PDF |
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Abstract(s)
Este relatório de estágio, visa a conclusão do mestrado em Direção Comercial e Marketing do Instituto Superior de Administração e Gestão (ISAB-EBS). O objetivo principal é apresentar as tarefas realizadas no âmbito do estágio curricular realizado na agência de marketing digital Weboost. Primeiramente, são apresentados e fundamentados os conceitos principais deste relatório, seguindo-se um diagnóstico da empresa onde foi realizado o estágio, permitindo desenvolver uma análise PESTAL, cujo seu objetivo é identificar oportunidades e ameaças que possam afetar determinada organização. São analisados fatores externos (políticos, econômicos, sociais, tecnológicos, ambientais e legais), e também a análise SWOT, sendo a sua análise bivalente quer ao ambiente interno e externo da empresa, identificando pontos fortes, pontos fracos, ameaças e oportunidades. Na parte final, através de uma metodologia qualitativa, são analisadas as redes sociais Instagram e Facebook de marcas do mesmo setor que serviram como objeto de benchmarking no desenvolvimento das tarefas do estágio, assim como uma análise às respetivas lojas de e-commerce. No decorrer do estágio foram desenvolvidas funções de gestão de redes socias e gestão de e-commerce. Para além de desempenhar funções para um único cliente, o estágio em ambiente de agência de marketing, permitiu acompanhar o trabalho realizado para outros clientes por cada um dos departamentos. A conclusão deste relatório permitiu confirmar que a análise de casos de sucessos com o recurso ao benchmarking é uma das estratégias de marketing quando o objetivo é alcançar o sucesso de marcas existentes ou de marcas a serem desenvolvidas.
This internship report marks the conclusion of my master's degree in Commercial Management and Marketing at the Instituto Superior de Administração e Gestão (ISAB-EBS). The primary objective of this report is to outline the tasks completed during a curricular internship at the digital marketing agency Weboost.This report begins by presenting the main concepts related to this work, then provides a diagnosis of the marketing agency where the internship occurred, including a PESTLE analysis, a framework that helps organisations identify and assess external factors that may impact them. This framework allowed a depth analysis in political, economic, social, technological, environmental, and legal fields. In other hand, a SWOT analysis was performed, a strategic planning tool that helps identify and assess an organisation's strengths, weaknesses, opportunities, and threats. In the final part, a qualitative methodology was employed to analyse the social media platforms, Instagram and Facebook, as well as the e-commerce platforms.Among the main tasks developed during the internship for the main client Decantar, working at a marketing agency allowed me to understand the daily tasks carried out at an agency, gaining practical insights into marketing management and client interaction. The conclusion of this report confirms that analyzing success cases through benchmarking is an effective marketing strategy for achieving success with existing brands or those in the development phase in a dynamic business environment.
This internship report marks the conclusion of my master's degree in Commercial Management and Marketing at the Instituto Superior de Administração e Gestão (ISAB-EBS). The primary objective of this report is to outline the tasks completed during a curricular internship at the digital marketing agency Weboost.This report begins by presenting the main concepts related to this work, then provides a diagnosis of the marketing agency where the internship occurred, including a PESTLE analysis, a framework that helps organisations identify and assess external factors that may impact them. This framework allowed a depth analysis in political, economic, social, technological, environmental, and legal fields. In other hand, a SWOT analysis was performed, a strategic planning tool that helps identify and assess an organisation's strengths, weaknesses, opportunities, and threats. In the final part, a qualitative methodology was employed to analyse the social media platforms, Instagram and Facebook, as well as the e-commerce platforms.Among the main tasks developed during the internship for the main client Decantar, working at a marketing agency allowed me to understand the daily tasks carried out at an agency, gaining practical insights into marketing management and client interaction. The conclusion of this report confirms that analyzing success cases through benchmarking is an effective marketing strategy for achieving success with existing brands or those in the development phase in a dynamic business environment.
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Keywords
Benchmarking Content Markting Digital Content Marketing Social Media