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Olivina Brand Activation Solutions: A importância do marketing promocional e de eventos
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Resumo(s)
O presente relatório de estágio descreve todas as atividades desenvolvidas pela estagiária, assim como os conhecimentos adquiridos ao longo do estágio e as metodologias de trabalho aplicadas em contexto real na empresa Olivina Brand Activation Solutions, localizada em Ponta Delgada, na ilha de São Miguel, Açores. Este estágio foi realizado no âmbito do Programa Estagiar L, promovido pelo Governo Regional dos Açores, iniciando-se a 6 de outubro de 2023 e terminando a 5 de outubro de 2024, tendo uma duração de doze meses.
No que diz respeito às funções desempenhadas, estas centraram-se na gestão de ativações de marca diárias e pontuais, na execução de ações de cliente mistério, na gestão de redes sociais, na condução de entrevistas, e no apoio à realização de formações e auditorias.
O relatório inicia-se com um enquadramento teórico sobre alguns conceitos relevantes para o estágio, sendo estes o marketing digital, marketing promocional e as relações Business-to-Business (B2B). Em seguida, apresenta uma descrição da empresa e do seu percurso histórico, incluindo a sua missão, visão, valores, ramos em que atua e as suas ferramentas de comunicação externa. Posteriormente, detalha as atividades realizadas durante o estágio, bem como as oportunidades de aprendizagem e de interação.
O relatório prossegue com um capítulo dedicado às ferramentas de marketing estratégico que são fundamentais para o planeamento e desenvolvimento de estratégias gerais, que permitem à empresa alcançar os seus objetivos, terminando com uma apreciação crítica ao estágio, realçando as competências adquiridas e as que foram postas em prática pela estagiária.
ABSTRACT: This internship report describes all the activities carried out by the intern, as well as the knowledge acquired during the internship and the work methodologies applied in a real-life context at the company Olivina Brand Activation Solutions, located in Ponta Delgada, on the island of São Miguel, Azores. This internship was carried out under the Estagiar L Program, promoted by the Regional Government of the Azores, starting on October 6, 2023, and ending on October 5, 2024, with a duration of twelve months. The duties performed focused on managing daily and one-off brand activations, carrying out mystery shopper actions, managing social networks, conducting interviews and supporting training and audits. The report begins with a theoretical framework on some concepts relevant to the internship, namely digital marketing, promotional marketing and Business to Business (B2B) relations. It then presents a description of the company and its history, including its mission, vision, values, the sectors in which it operates and its external communication tools. It then details the activities carried out during the internship, as well as the opportunities for learning and interaction. The report continues with a chapter dedicated to strategic marketing tools that are fundamental for the planning and development of general strategies, which allow the company to achieve its objectives, ending with a critical appraisal of the internship, highlighting the skills acquired and those that were put into practice by the intern.
ABSTRACT: This internship report describes all the activities carried out by the intern, as well as the knowledge acquired during the internship and the work methodologies applied in a real-life context at the company Olivina Brand Activation Solutions, located in Ponta Delgada, on the island of São Miguel, Azores. This internship was carried out under the Estagiar L Program, promoted by the Regional Government of the Azores, starting on October 6, 2023, and ending on October 5, 2024, with a duration of twelve months. The duties performed focused on managing daily and one-off brand activations, carrying out mystery shopper actions, managing social networks, conducting interviews and supporting training and audits. The report begins with a theoretical framework on some concepts relevant to the internship, namely digital marketing, promotional marketing and Business to Business (B2B) relations. It then presents a description of the company and its history, including its mission, vision, values, the sectors in which it operates and its external communication tools. It then details the activities carried out during the internship, as well as the opportunities for learning and interaction. The report continues with a chapter dedicated to strategic marketing tools that are fundamental for the planning and development of general strategies, which allow the company to achieve its objectives, ending with a critical appraisal of the internship, highlighting the skills acquired and those that were put into practice by the intern.
Descrição
Dissertação de Mestrado, Ciências Económicas e Empresariais, 27 de fevereiro de 2025, Universidade dos Açores.
Palavras-chave
Estratégias de ativação de marca Eventos Marketing promocional Promotores Redes sociais
Contexto Educativo
Citação
SILVA, Alexandra Teves. (2024). Olivina Brand Activation Solutions: A importância do marketing promocional e de eventos. Ponta Delgada: Universidade dos Açores, 2024, 50 p. Dissertação de Mestrado em Ciências Económicas e Empresariais. Disponível em http://hdl.handle.net/10400.3/8996