Plano de comunicação para o Aero Clube da Costa Verde
Date
2022-12-14
Embargo
Authors
Coadvisor
Journal Title
Journal ISSN
Volume Title
Publisher
Language
Portuguese
Alternative Title
Abstract
O presente relatório estágio foi realizado no âmbito do Mestrado em Marketing e
negócios digitais da Universidade Portucalense Infante D. Henrique. O estágio
decorreu ao longo de seis meses no Aero Clube da Costa Verde (ACCV),
Associação sem fins lucrativos, sediada em Paramos.
Os objetivos primordiais do estágio centraram-se na possibilidade de vivenciar
uma experiência no mundo profissional, na aplicação, sempre que possível, dos
meus conhecimentos teóricos e a consolidação dos mesmos e na aprendizagem
contínua tanto na área do marketing como na do design proporcionando assim
aquisição de novas competências tanto ao nível profissional como pessoal.
Visto que o ACCV ainda não possuía qualquer departamento de marketing e face
ao facto de vivermos cada vez mais numa era digital, era bastante visível a
necessidade que estes tinham de implementarem estratégias de marketing de
forma a responderem às necessidades dos seus sócios e de todo o restante
público-alvo.
Seguindo o que foi descrito, este relatório foca-se em todas as atividades que me
foram propostos de forma a aumentar a notoriedade da marca nos segmentos
B2C e para além disso trabalhar uma nova imagem desta. Para que este e todos
os restantes objetivos específicos fossem realizados, primeiro foi realizado o seu
enquadramento teórico, onde foram analisados diversos estudos, abordando
assim todos os temas estudados e adquiridos ao longo do mestrado. Por fim, foi
realizado um plano de melhorias, o qual integra possíveis sugestões de melhoria
para a organização.
O objetivo principal foi cumprido através das diversas ações postas em prática ao
longo do estágio, como a elaboração de um plano de comunicação para a
organização, a criação de um Website e a criação de perfis nas diversas redes
sociais, bem como a respetiva gestão. Foram também criados diversos elementos
para a comunicação offline da organização, como Flyers, cartão de visita, cartão
de sócio, entre outros.
Com o desenvolvimento do presente relatório e do respetivo estágio, foi possível
pôr em prática os conhecimentos adquiridos no Mestrado de Marketing e Negócios
Digitais, sendo importante destacar o papel fundamental da comunicação e das
plataformas digitais para o crescimento de qualquer organização.
O presente relatório encontra-se dividido em 4 capítulos: A introdução, revisão de
literatura, abordagem prática e conclusão.
This internship report was carried out within the scope of the Master in Marketing and Digital Business at Universidade Portucalense Infante D. Henrique. The internship took place over six months at Aero Clube da Costa Verde (ACCV), a non-profit association based in Paramos. The main objectives of the internship were centered on the possibility of having an experience in the professional world, on the application, whenever possible, of my theoretical knowledge and the consolidation of the same and on the continuous learning in both the marketing and design areas, thus providing acquisition of new skills both professionally and personally. As the ACCV did not yet have any marketing department and given the fact that we are increasingly living in a digital age, the need they had to implement marketing strategies in order to respond to the needs of their members and the entire remaining target audience. Following what has been described, this report focuses on all the projects that were proposed to me in order to increase the brand's notoriety in the B2C segments and in addition to work on a new image of it. In order for this and all other specific objectives to be achieved, its theoretical framework was first carried out, where several studies were analyzed, thus addressing all the themes studied and acquired during the master's degree. Finally, an improvement plan was carried out, which includes possible improvement suggestions for the organization. The main objective was achieved through the various actions implemented during the internship, such as the elaboration of a communication plan for the organization, the creation of a Website and the creation of profiles in the various social networks, as well as the respective management. Various elements were also created for the organization's offline communication, such as flyers, business cards, membership cards, among others. This report is divided into 4 chapters: Introduction, literature review, practical approach and conclusion.
This internship report was carried out within the scope of the Master in Marketing and Digital Business at Universidade Portucalense Infante D. Henrique. The internship took place over six months at Aero Clube da Costa Verde (ACCV), a non-profit association based in Paramos. The main objectives of the internship were centered on the possibility of having an experience in the professional world, on the application, whenever possible, of my theoretical knowledge and the consolidation of the same and on the continuous learning in both the marketing and design areas, thus providing acquisition of new skills both professionally and personally. As the ACCV did not yet have any marketing department and given the fact that we are increasingly living in a digital age, the need they had to implement marketing strategies in order to respond to the needs of their members and the entire remaining target audience. Following what has been described, this report focuses on all the projects that were proposed to me in order to increase the brand's notoriety in the B2C segments and in addition to work on a new image of it. In order for this and all other specific objectives to be achieved, its theoretical framework was first carried out, where several studies were analyzed, thus addressing all the themes studied and acquired during the master's degree. Finally, an improvement plan was carried out, which includes possible improvement suggestions for the organization. The main objective was achieved through the various actions implemented during the internship, such as the elaboration of a communication plan for the organization, the creation of a Website and the creation of profiles in the various social networks, as well as the respective management. Various elements were also created for the organization's offline communication, such as flyers, business cards, membership cards, among others. This report is divided into 4 chapters: Introduction, literature review, practical approach and conclusion.
Keywords
Marketing, Marketing digital, Marketing sem fins lucrativos, Comunicação, Social media, Marca, Aero Clube da Costa Verde
Document Type
Master thesis
Publisher Version
Dataset
Citation
Silva, M. L. S. (2022). Plano de comunicação para o Aero Clube da Costa Verde [Dissertação de Mestrado em Marketing e Negócios Digitais, Universidade Portucalense]. Repositório Institucional UPT. http://hdl.handle.net/11328/4593
Identifiers
TID
Designation
Mestrado em Marketing e Negócios Digitais
Access Type
Open Access