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Publication
Jelly Digital Agency: a importância do marketing relacional no ecossistema do marketing digital
| Name: | Description: | Size: | Format: | |
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| 4.95 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente relatório explana aquelas que foram as atividades desenvolvidas durante um estágio curricular no âmbito do Mestrado em Marketing e Promoção Turística da Escola Superior de Turismo e Tecnologia do Mar.
O estágio iniciou-se a 26 de setembro de 2022, totalizou 1620 horas e foi desenvolvido na Jelly Digital Agency, uma agência de marketing e comunicação digital sediada em Sintra. O principal propósito do estágio curricular foi a aplicação dos conhecimentos adquiridos no mestrado como também, aprofundar novas ferramentas e metodologias na área do marketing e comunicação digital, mais concretamente na vertente do planeamento
estratégico e do marketing relacional. Este relatório evidência as caraterísticas distintivas da entidade de estágio, juntamente com todas as atividades desenvolvidas nas diferentes áreas funcionais de marketing digital e relacional. Inclui abordagens e metodologias estratégicas com uma visão crítica e com vista para a melhoria funcional e organizacional da empresa, em resposta às necessidades emergentes. A participação em atividades e projetos de marketing e comunicação revelou uma problemática na organização interna com influência direta na perspetiva externa e relacional da empresa com os clientes. Assim, através da proposta de um modelo funcional e estratégico de organização interna, a empresa em estudo será capaz de proporcionar a
todos os departamentos uma nova dinâmica organizacional e uma base estrutural de trabalho integrada e alinhada num bom relacionamento e satisfação entre todos os colaboradores e clientes. Também, promoverá uma forma de trabalhar mais ágil e flexível com o objetivo de reduzir problemas de comunicação interna e externa entre áreas funcionais.
This report explains the activities carried out during a curricular internship as part of the Master's Degree in Tourism Marketing and Promotion at the Escola Superior de Turismo e Tecnologia do Mar. The internship began on 26 September 2022, totalled 1620 hours and was carried out at Jelly Digital Agency, a digital marketing and communications agency based in Sintra. The main purpose of the curricular internship was to apply the knowledge acquired in the master's degree, as well as to deepen new tools and methodologies in the area of digital marketing and communication, more specifically in the areas of strategic planning and relationship marketing. This report highlights the distinctive characteristics of the organisation where the internship took place, along with all the activities carried out in the different functional areas of digital and relationship marketing. It includes strategic approaches and methodologies with a critical vision and with a view to the functional and organisational improvement of the company in response to emerging needs. Participation in marketing and communication activities and projects has revealed a problem in internal organisation that has a direct influence on the external perspective and the company's relationship with customers. Thus, by proposing a functional and strategic model of internal organisation, the company under study will be able to provide all departments with a new organisational dynamic and a structural basis for work that is integrated and aligned with a good relationship and satisfaction between all employees and customers. It will also promote a more agile and flexible way of working with the aim of reducing internal and external communication problems between functional areas.
This report explains the activities carried out during a curricular internship as part of the Master's Degree in Tourism Marketing and Promotion at the Escola Superior de Turismo e Tecnologia do Mar. The internship began on 26 September 2022, totalled 1620 hours and was carried out at Jelly Digital Agency, a digital marketing and communications agency based in Sintra. The main purpose of the curricular internship was to apply the knowledge acquired in the master's degree, as well as to deepen new tools and methodologies in the area of digital marketing and communication, more specifically in the areas of strategic planning and relationship marketing. This report highlights the distinctive characteristics of the organisation where the internship took place, along with all the activities carried out in the different functional areas of digital and relationship marketing. It includes strategic approaches and methodologies with a critical vision and with a view to the functional and organisational improvement of the company in response to emerging needs. Participation in marketing and communication activities and projects has revealed a problem in internal organisation that has a direct influence on the external perspective and the company's relationship with customers. Thus, by proposing a functional and strategic model of internal organisation, the company under study will be able to provide all departments with a new organisational dynamic and a structural basis for work that is integrated and aligned with a good relationship and satisfaction between all employees and customers. It will also promote a more agile and flexible way of working with the aim of reducing internal and external communication problems between functional areas.
Description
Keywords
Jelly Digital Agency Marketing digital Planeamento estratégico Marketing relacional Dinâmica organizacional