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Plano de marketing digital para as redes sociais: Cross And Run
Toste, Maria Rosa MedeirosA presente tese de mestrado consiste num projeto em empresa cujo principal objetivo é desenvolver um Plano de Marketing Digital para as Redes Sociais da Cross And Run, empresa de retalho de artigos desportivos. Mais concretamente, este plano tem como finalidade aumentar o brand awarness, o brand engagement e o e-WOM nas redes socias da marca. Foram realizadas análises internas, externas e concorrenciais que, co...
Plano de marketing de social media para a Quinta do Boição
Ribeiro, Débora BritoA Quinta do Boição é um projeto turístico que deu início em janeiro de 2020, situada em Bucelas, Loures. O projeto tem com objetivo vender serviços de alojamento e eventos. Este espaço é composto por uma quinta, que contém uma casa principal, onde moram os dois proprietários e onde se encontram três suítes para os hóspedes, um salão de jogos, um cantinho para leitura e uma piscina com vista para as vinhas da EN...
Estratégia de marketing digital para implementar uma marca de refrigerantes par...
Carita, Inês Guerreiro Costa da SilvaEste projeto consiste na elaboração de uma estratégia de marketing digital para implementar uma marca de refrigerantes para o "target" jovem no mercado nacional. O projeto foi realizado em parceria com a marca Blue, que faz parte do Grupo angolano Nuvi e que se encontra em Portugal desde 2015, sendo comercializada pelo Grupo Nabeiro. A Blue é uma marca de refrigerantes de fruta com elevada notoriedade em Angola...
The role and impact of the influencer marketing strategy in fashion companies: ...
Mekkaoui, SarahLately, we’re seeing a turning point in digital marketing, with the growing interest in digital influencers, whose mission is to share their opinions and thoughts on different brands or products with what we call ‘followers’ on different social media platforms. At first, this strategy has been fiercely contested, and many marketers were not sure of its effectiveness. It is by seeing more and more successful com...
The use of social media in travel planning: Solutions for destination managemen...
Valente, Manuel GasparSocial media has been a widely discussed subject in the marketing and tourism literature. Even though most of tourism entities have adopted social media as marketing tool, its real potential and benefits still remain unclear for most of companies and businesses involved. Also, there is little evidence on the purposes of using social media in the travel planning and whether these platforms are relevant or not fo...
A social media marketing plan for GALP energia
Vale, Soraia Sofia Fernandes doA presente Tese de Mestrado é um projeto-empresa feito em colaboração com a Galp Energia, que se encontra a enfrentar alguns desafios na definição de um plano de redes sociais que não prejudique a sua reputação corporativa, apesar de ser líder no mercado do retalho dos combustíveis automóveis em Portugal. Depois de identificado o problema, foi realizada uma revisão de literatura e várias análises (interna, benc...
Digital marketing plan for Woo's Pure Feelings
André, Ana Patrícia AntónioThe goal of this master’s thesis is to define a new digital marketing strategy for a small mediumsized jewellery business in Portugal. This in-company project was conducted with Woo’s Pure Feelings. Woo’s is a jewellery brand that was created in 2006 in Lisbon, Portugal and its goal is to differentiate by transmitting feelings through its products. Currently, there is an increasing need for brands to have a str...
Experiential marketing in restaurants: The role of experience personalization i...
Ge xueyuanWith the rapid evolution of consumer preferences and technological advancements, Huo Fengxiang Hotpot in Xinghua confronts critical challenges in sustaining customer loyalty, including gaps in engagement, service consistency, and innovation. This study conducts a holistic analysis of global and local market dynamics, integrating advanced strategic frameworks such as PESTEL, Porter’s Five Forces, and SWOT analys...
Implementation of a consumer-centric digital strategy for Bioderma Ireland
Coffinet, MarieThis Master’s thesis consists of an in-company project in cooperation with Bioderma and more specifically with Bioderma Ireland, where the author is currently working as a Digital Project Manager. Recommended by dermatologists, known by customers all over the world, Bioderma is one of the leaders in the dermo-cosmetics market and the creator of the first Micellar Water: Sensibio H2O. This year of 2020 is the 25...
The impact of Covid-19 on event management: how companies can use social media ...
Gonçalves, Margarida SilvaThis thesis is an in-company project carried out in collaboration with RConcept, an event company that has been affected by Covid-19 and has not taken full advantage of social media’s power to connect with customers. The present study was carried out at a very particular time when connection is more important than ever to strengthen the company’s image in response to Covid-19 and when, due to this same pandemic...