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Expansão ao Mercado Turístico da Empresa Vitamina W
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| 3.44 MB | Adobe PDF |
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O presente relatório foi desenvolvido no âmbito do estágio curricular do Mestrado em
Marketing e Promoção Turística, da Escola Superior de Turismo e Tecnologia do Mar
(ESTM), do Instituto Politécnico de Leiria (IPL), realizado na empresa Vitamina W,
durante o ano letivo de 2024/2025.
O estágio teve como propósito o desenvolvimento de competências na área do marketing
digital em contexto profissional, neste caso com uma primeira aplicação no setor
farmacêutico, e posteriormente na análise de como estas competências podem ser
aplicadas e adaptadas ao setor do turismo. Foram desenvolvidas diversas atividades no
âmbito do marketing digital, envolvendo diferentes áreas e níveis de responsabilidade,
nomeadamente a otimização de conteúdos para SEO em websites, o planeamento e gestão
de redes sociais, a criação de conteúdos visuais e audiovisuais (incluindo fotografia e
vídeo), bem como a participação em processos de análise, teste e melhoria de websites e
plataformas de e-commerce
No entanto, o principal contributo deste trabalho passa pela elaboração de um projeto para
a expansão da empresa Vitamina W para o setor turístico, com a definição de um plano
interno (B2B), e um plano externo, com estratégias orientadas para o cliente final (B2C),
terminando com a validação do projeto através de uma simulação e um estudo de caso.
Assim, este relatório procura demonstrar que o marketing digital, sendo transversal e
aplicável a diferentes setores, necessita de conhecimento específico quando aplicado ao
setor do turismo. Por seu turno, esse facto reforça a sua relevância em contextos de
diversificação e adaptação estratégica.
This report was developed within the context of the curricular internship for the second year of the Master’s Degree in Marketing and Tourism Promotion, at the School of Tourism and Maritime Technology, Polytechnic of Leiria. The internship was carried out at the Vitamina W company, during the academic year of 2024/2025. The internship’s purpose was to develop skills in a professional context, regarding digital marketing, in this case with application in the pharmaceutical sector, as well as analyzing how these skills can be applied and adapted to the tourism sector. There were many activities developed related with digital marketing, involving different areas and levels of responsibility, namely the optimization of content for SEO on websites, the planning and management of social networks, the creation of visual and audiovisual content (including photography and video), as well as participation in the processes of analysis, testing and improvement of websites and e-commerce. The main contribution of the present report involves the development of a project for the expansion of the Vitamina W company into the tourism sector, with the definition of an internal plan (B2B), and an external plan, with strategies aimed at the end customer (B2C), ending with the validation of the project through a simulation and a case study. Thus, this report seeks to demonstrate that digital marketing, being transversal and applicable to different sectors, needs specific knowledge when applied to the tourism sector. In turn, this fact reinforces its relevance in contexts of diversification and strategic adaptation.
This report was developed within the context of the curricular internship for the second year of the Master’s Degree in Marketing and Tourism Promotion, at the School of Tourism and Maritime Technology, Polytechnic of Leiria. The internship was carried out at the Vitamina W company, during the academic year of 2024/2025. The internship’s purpose was to develop skills in a professional context, regarding digital marketing, in this case with application in the pharmaceutical sector, as well as analyzing how these skills can be applied and adapted to the tourism sector. There were many activities developed related with digital marketing, involving different areas and levels of responsibility, namely the optimization of content for SEO on websites, the planning and management of social networks, the creation of visual and audiovisual content (including photography and video), as well as participation in the processes of analysis, testing and improvement of websites and e-commerce. The main contribution of the present report involves the development of a project for the expansion of the Vitamina W company into the tourism sector, with the definition of an internal plan (B2B), and an external plan, with strategies aimed at the end customer (B2C), ending with the validation of the project through a simulation and a case study. Thus, this report seeks to demonstrate that digital marketing, being transversal and applicable to different sectors, needs specific knowledge when applied to the tourism sector. In turn, this fact reinforces its relevance in contexts of diversification and strategic adaptation.
Descrição
Palavras-chave
Marketing digital Indústria turística Indústria farmacêutica Estratégia digital B2B B2C