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Advisor(s)
Abstract(s)
O presente relatório de estágio tem como objetivo a prestação de provas para a
obtenção do grau de Mestre em Marketing, da Universidade da Beira Interior. Mais
ainda, subscreve a intenção de colocar em prática conhecimentos adquiridos ao longo
da componente letiva do mestrado.
Deste modo, ao longo do decorrer do estágio, o candidato esteve envolvido num
variado leque de atividades nas áreas de marketing, vendas e recursos humanos;
nomeadamente na análise e interpretação de métricas, geração de leads; e formação
e recrutamento. Para além do desempenho de tarefas relacionadas com a área de
estudos, este período mostrou-se ainda como uma possibilidade de aceder a práticas
integradas, que numa visão linear do processo gestão seriam tradicionalmente
subscritas a outras áreas de negócio.
O objetivo central deste relatório é a apresentação - e reflexão crítica - das atividades
desenvolvidas pelo estagiário no período de seis meses na Factorial HR. Por outro
lado, será desenvolvida uma componente empírica, que consistirá numa análise do
impacto das campanhas de Email Marketing de inserção no mercado Português.
Desta forma, para melhor detalhar todos os processos que o estagiário esteve
envolvido ao longo do estágio, o mesmo reuniu um conjunto relevante de documentos
e de informações, as quais permitiram um entendimento do contexto empresarial em
que estava inserido. Mais ainda, permitiram absorver e entender a cultura
organizacional da empresa.
Na última parte do relatório, os resultados obtidos permitirão identificar as diversas
competências que se mostraram fulcrais para o desenvolvimento das atividades do
estagiário e, ao mesmo tempo, colocar em prático conhecimentos adquiridos ao longo
do percurso académico na área das ciências sociais, especialidade em marketing.
This internship report aims to provide evidence to obtain the degree of Master in Marketing, from the University of Beira Interior. Moreover, it endorses the intention of putting into practice the knowledge acquired during the teaching component of the master's degree. Thus, throughout the internship, the candidate was involved in a wide range of activities in the areas of marketing, sales and human resources; namely in the analysis and interpretation of metrics, lead generation; and training and recruitment. In addition to performing tasks related to the area of study, this period also proved to be a possibility to access integrated practices, which in a linear view of the management process would be traditionally subscribed to other business areas. The main objective of this report is the presentation - and critical reflection - of the activities developed by the trainee during the six months period in Factorial HR. On the other hand, an empirical component will be developed, consisting in the analysis of the impact of Email Marketing campaigns in the Portuguese market. Thus, to better detail all the processes that the trainee was involved throughout the internship, he gathered a relevant set of documents and information, which allowed an understanding of the business context in which he was inserted. Moreover, they allowed him to absorb and understand the organizational culture of the company. In the last part of the report, the results obtained will allow us to identify the various skills that were central to the development of the trainee's activities and, at the same time, to put into practice the knowledge acquired during the academic career in the area of social sciences, specializing in marketing.
This internship report aims to provide evidence to obtain the degree of Master in Marketing, from the University of Beira Interior. Moreover, it endorses the intention of putting into practice the knowledge acquired during the teaching component of the master's degree. Thus, throughout the internship, the candidate was involved in a wide range of activities in the areas of marketing, sales and human resources; namely in the analysis and interpretation of metrics, lead generation; and training and recruitment. In addition to performing tasks related to the area of study, this period also proved to be a possibility to access integrated practices, which in a linear view of the management process would be traditionally subscribed to other business areas. The main objective of this report is the presentation - and critical reflection - of the activities developed by the trainee during the six months period in Factorial HR. On the other hand, an empirical component will be developed, consisting in the analysis of the impact of Email Marketing campaigns in the Portuguese market. Thus, to better detail all the processes that the trainee was involved throughout the internship, he gathered a relevant set of documents and information, which allowed an understanding of the business context in which he was inserted. Moreover, they allowed him to absorb and understand the organizational culture of the company. In the last part of the report, the results obtained will allow us to identify the various skills that were central to the development of the trainee's activities and, at the same time, to put into practice the knowledge acquired during the academic career in the area of social sciences, specializing in marketing.
Description
Keywords
Digitalização Email Marketing Factorial Hr Recursos Humanos Vendas