Browsing by Author "Maia, Carla Marlene"
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- Constituição comunicativa da empresa MM IntermediaPublication . Maia, Carla Marlene; Pinto, Susana Mónica Cruz; Oliveira, Luciana Gomes deIt is a fact that technology has revolutionized communication for companies and beyond. We are living the digital age and, increasingly, entrepreneurs and individuals feel the need to communicate their businesses and their brands online. Thus, the market for communication and content production agencies is growing, but it is also expected that, in the same proportion, competition in this sector will increase, with the emergence of new players competing among themselves. During an economic crisis with no end in sight, it is also expected that the client will become more demanding, with restrictions on the investments available for the communication of their products, services, and brands. Communication and content production companies must take advantage of this economic and business panorama to become more efficient, while at the same time needing to foster creativity to stand out and be successful. In this project, we proceeded to the communicative constitution of the company MM Intermedia - agency providing communication advisory services and content production, according to Scheinsohn's theory, which advocates a new approach to communication, to respond to the new challenges that the company may face and that assumes communication as a dynamic and unfinished process, involving a set of interconnected elements, namely personality, culture, identity, bond and positioning, communication and organizational image. Also in order to define the communication mix according to this theory, it was necessary to analyze the internal and external environment of the company MM Intermedia, performing a SWOT analysis, reinforcing it with a proposed definition of the communication mix based on the 8 Ps of Marketing. Based on the Design Science Research methodology, we tried to propose a solution (creation of the MM Intermedia company) for an identified opportunity and then presented concrete proposals for all elements of Scheinsohn's communication mix, complemented by communication strategies in the online environment of the MM Intermedia company.