Planeamento e organização de eventos corporativos - Vorwerk / Bimby
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O presente relatório de estágio representa a última etapa do Mestrado em Comunicação, Marketing e Media Digital da Universidade Lusófona. O estágio decorreu na empresa Vorwerk Premium, entre março e dezembro de 2023, e centrou-se no planeamento e organização de eventos da marca BimbyR. Este documento está estruturado em seis capítulos que integram teoria e prática, com destaque para os eventos enquanto ferramenta estratégica da comunicação integrada de marketing. A componente teórica aborda o papel dos eventos na construção de marca, a sua evolução e tipologia, bem como o impacto da digitalização no setor. Metodologicamente, recorreu-se a uma abordagem mista, através da observação participante, da realização de entrevistas semiestruturadas e de um inquérito por questionário, permitindo obter perceções detalhadas de profissionais e colaboradores. A componente pratica, analisa três eventos corporativos relevantes, explorando as fases de conceção, implementação e avaliação, com base na experiência adquirida no estágio. Os resultados evidenciam que os eventos contribuem significativamente para o reforço da identidade da marca, o envolvimento dos públicos e a consolidação de relações institucionais. O relatório conclui com uma reflexão critica sobre o percurso formativo, destacando os desafios superados, as competencias desenvolvidas e a relevância do estágio na articulação entre conhecimento académico e aplicação profissional.
This internship report represents the final stage of the Master's Degree in Communication, Marketing and Digital Media at Lusofona University. The internship took place at Vorwerk Premium, between March and December 2023, and focused on planning and organizing events for the BimbyR brand. This document is structured in six chapters that integrate theory and practice, with an emphasis on events as a strategic tool for integrated marketing communication. The theoretical component addresses the role of events in brand building, their evolution and typology, as well as the impact of digitalization on the sector. Methodologically, a mixed approach was used, through participant observation, semistructured interviews and a questionnaire survey, allowing detailed perceptions to be obtained from professionals and employees. The practical component analyzes three relevant corporate events, exploring the design, implementation and evaluation phases, based on the experience gained during the internship. The results show that the events make a significant contribution to strengthening the brand's identity, involving the public and consolidating institutional relations. The report concludes with a critical reflection on the course, highlighting the challenges overcome, the skills developed and the relevance of the internship in linking academic knowledge and professional application.
This internship report represents the final stage of the Master's Degree in Communication, Marketing and Digital Media at Lusofona University. The internship took place at Vorwerk Premium, between March and December 2023, and focused on planning and organizing events for the BimbyR brand. This document is structured in six chapters that integrate theory and practice, with an emphasis on events as a strategic tool for integrated marketing communication. The theoretical component addresses the role of events in brand building, their evolution and typology, as well as the impact of digitalization on the sector. Methodologically, a mixed approach was used, through participant observation, semistructured interviews and a questionnaire survey, allowing detailed perceptions to be obtained from professionals and employees. The practical component analyzes three relevant corporate events, exploring the design, implementation and evaluation phases, based on the experience gained during the internship. The results show that the events make a significant contribution to strengthening the brand's identity, involving the public and consolidating institutional relations. The report concludes with a critical reflection on the course, highlighting the challenges overcome, the skills developed and the relevance of the internship in linking academic knowledge and professional application.