O marketing digital na música – Dragon Records : relatório de estágio
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2019
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Neste trabalho, é apresentado o relatório do estágio elaborado no âmbito do Mestrado de Marketing da Universidade Lusófona de Lisboa.
Ele é o resultado de uma experiência de trabalho de 4 meses numa editora musical, a Dragon Records, acabada de criar poucas semanas antes de se iniciar o estágio. Aqui, são relatadas as vicissitudes, as dificuldades, os entusiasmos, os desânimos, as resistências e as pequenas conquistas próprias dos primeiros tempos de vida de uma pequena empresa. Por isso, não é uma mera formalidade ou um chavão reconhecer que se tratou de uma experiência enriquecedora. Na verdade, numa empresa como esta, todos os elementos da equipa, por mais inexperientes que sejam, contam e deles se espera que contribuam para o seu sucesso sem reservas e sem se poupar a esforços. No entanto, esta expetativa nem sempre tem repercussão na aceitação por parte dos responsáveis das novas ideias de quem quer ajudar.
Foi, por isso, também um momento de aprendizagem importante, porque este estágio foi um campo privilegiado de observação das resistências que o Marketing Digital tem de enfrentar em muitas empresas, ainda que recentes e constituídas por pessoas com um bom domínio das novas ferramentas digitais e conhecedoras da sua importância para se chegar aos clientes.
Depois do relatório propriamente dito, é feito um enquadramento teórico dos principais conceitos, áreas e estratégias que enformam o Marketing Digital e que ajudarão a uma compreensão mais aprofundada da realidade vivida no estágio que aqui se descreve.
De tudo, se pode tirar uma conclusão clara: há um longo caminho a percorrer até que o Marketing Digital se afirme e seja aceite sem desconfiança nas empresas portuguesas. Ora, o que se poderia ver como um problema deve ser visto como um desafio: esta é, sem qualquer dúvida, uma área muito promissora em termos de criação de emprego, já no presente e no futuro próximo.
This paper is an internship report, as part of the Master’s degree in Marketing of Lusófona University (Lisbon). The report results from a 4 months work experience in a music publisher, Dragon Records, created a few weeks before the beginning of the internship. In the present paper, the vicissitudes, difficulties, all the excitement, the discouragement, the perseverance and the small achievements of the small company’s early times are reported. Therefore, it is not a mere formality or a cliché to recognize that it was an enriching experience. In fact, in a company like this, every team member, as inexperienced as it may be, is considered and is expected to contribute to the company’s success without sparing any effort. However, this expectation is not always reflected on the acceptance of new ideas by those in charge. For that reason, it was also an important learning process, since the internship represented a privileged field of observation of the challenges digital marketing faces in many companies, even if these companies are newly-formed and constituted of people with a good command of new digital tools and aware of their importance to reach customers. Before the report itself, a theoretical framework is presented, addressing the main concepts, areas and strategies that shape digital marketing and will be helpful to a better understanding of the reality experienced in the internship here described. Finally, a clear conclusion can be drawn: there is a long way to go before digital marketing is established and fully accepted without suspicion in portuguese companies. Now, what could be seen as a problem should be faced as a challenge: digital marketing is, without any doubt, a very promising area in terms of job creation, already in the present and in the near future.
This paper is an internship report, as part of the Master’s degree in Marketing of Lusófona University (Lisbon). The report results from a 4 months work experience in a music publisher, Dragon Records, created a few weeks before the beginning of the internship. In the present paper, the vicissitudes, difficulties, all the excitement, the discouragement, the perseverance and the small achievements of the small company’s early times are reported. Therefore, it is not a mere formality or a cliché to recognize that it was an enriching experience. In fact, in a company like this, every team member, as inexperienced as it may be, is considered and is expected to contribute to the company’s success without sparing any effort. However, this expectation is not always reflected on the acceptance of new ideas by those in charge. For that reason, it was also an important learning process, since the internship represented a privileged field of observation of the challenges digital marketing faces in many companies, even if these companies are newly-formed and constituted of people with a good command of new digital tools and aware of their importance to reach customers. Before the report itself, a theoretical framework is presented, addressing the main concepts, areas and strategies that shape digital marketing and will be helpful to a better understanding of the reality experienced in the internship here described. Finally, a clear conclusion can be drawn: there is a long way to go before digital marketing is established and fully accepted without suspicion in portuguese companies. Now, what could be seen as a problem should be faced as a challenge: digital marketing is, without any doubt, a very promising area in terms of job creation, already in the present and in the near future.
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Orientação: Rui Carlos de Lemos Correia Estrela
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MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, MARKETING DIGITAL, INDÚSTRIA DA MÚSICA, MÚSICA, INTERNET, WEBSITES, BLOGUES, COMÉRCIO ELETRÓNICO, REDES SOCIAIS, ESTRATÉGIAS DE MARKETING, STREAMING, COMMUNICATION, MARKETING, DIGITAL MARKETING, MUSIC INDUSTRY, MUSIC, INTERNET, WEBSITES, BLOGS, E-COMMERCE, SOCIAL NETWORKS, MARKETING STRATEGIES, STREAMING