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Optimizing work allocation in marketing agencies: a case study of EXCENTRIC.ID
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| 1.2 MB | Adobe PDF |
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Abstract(s)
This report is the result of a curricular internship carried out at the marketing agency Excentric.ID from October 16th, 2023, to January 15th, 2024. It was developed as part of the requirements for obtaining a Master's degree in Management from Universidade Europeia. The experience encompassed activities of general management support under the supervision of the agency’s COO. The internship's main focus was on the work allocation of both creative and technical teams inside the agency. In this sense, by actively participating in the agency’s daily work routine, the intern identified room for improvement, considering the most common issues that would affect the workflow. The proposals for improvement were based on Human Resources and Project Management lessons and techniques. Both of these major management subjects were the foundation of this study, allowing the intern to better contribute to the issues identified. For this purpose, a literature review on Human Resources and Project Management in relation to marketing agencies was conducted in order to enable a solid analysis of the practical experience. In this regard, the research performed meets all the requirements of a case study, enabling the student/intern in the position of an active participant/observer to obtain a unique and rich perspective of all the nuances that permeate the context of the investigation. By being actively involved with the object of study in the daily routine of the agency, the student could better identify the issues affecting the work allocation, also being able to provide more accurate proposals of improvement by being closer to the problem’s roots. Moreover, the nature of the research enriched the case study by providing both theoretical (through bibliographical and documental analysis) and practical (through qualitative and descriptive research) contributions to the deep reflection on the theme. Both parties involved benefited greatly from the experience. On the student’s side, we could briefly highlight the main outcomes, such as an opportunity to put knowledge obtained during the course into practice and the possibility of getting to know a different field of management. The company already benefited from the dedicated work developed by the intern during the three months of experience, although mainly we expect that they apply the proposals for improvement suggested in this report after the study carefully conducted.
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Keywords
Internship report Marketing agencies Work allocation Optimization Human resources Project management