Publicação
Navigating innovation: a marketing perspective
| Resumo: | This thesis explores an innovative B2B2C model proposition for ActivoBank, describing an integration of banking with real estate to create Early Home Ownership opportunities for young buyers. The study includes an exploration of marketing challenges and related aspects, including an analysis of the marketing funnel, exploration of optimal digital marketing strategies, and clarification of boundaries and marketing responsibilities among collaborating business entities. Finally, the research addresses potential benefits, risks like market fluctuations, and regulatory complexities for navigating the complex banking and real estate landscape. It aims to contribute to the digital transformation of the banking and real estate industry. |
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| Autores principais: | Fuda, Milena |
| Assunto: | Marketing strategy Customer journey Marketing funnel Customer segmentation Digital marketing |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This thesis explores an innovative B2B2C model proposition for ActivoBank, describing an integration of banking with real estate to create Early Home Ownership opportunities for young buyers. The study includes an exploration of marketing challenges and related aspects, including an analysis of the marketing funnel, exploration of optimal digital marketing strategies, and clarification of boundaries and marketing responsibilities among collaborating business entities. Finally, the research addresses potential benefits, risks like market fluctuations, and regulatory complexities for navigating the complex banking and real estate landscape. It aims to contribute to the digital transformation of the banking and real estate industry. |
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