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IA na jornada de consumidor: relatório de estágio
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| 3.79 MB | Adobe PDF |
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O presente relatório de estágio, elaborado no âmbito do Mestrado em Marketing Digital do Instituto Superior de Contabilidade e Administração do Porto, tem como objetivo principal descrever as atividades desenvolvidas durante o estágio curricular realizado no Departamento de Comunicação do CRPG. A investigação central do trabalho foca-se na análise da contribuição da Inteligência Artificial (IA) para a jornada do consumidor, explorando o papel das ferramentas de IA na compreensão, segmentação e personalização da comunicação digital direcionada aos diversos stakeholders da organização, como utentes e parceiros institucionais. A metodologia adotada combina uma revisão bibliográfica aprofundada com um estudo de caso prático, que incluiu entrevistas com a equipa de comunicação, análise documental e observação participante.
O estágio, com duração de 400 horas (de 3 de março a 30 de maio de 2025), permitiu a aplicação dos conhecimentos adquiridos no Mestrado em contexto real de trabalho, contribuindo para o desenvolvimento de competências técnicas em design, edição de websites e copywriting, bem como soft skills essenciais. O documento está estruturado em capítulos que abordam a introdução teórica sobre marketing digital, a apresentação da entidade acolhedora (CRPG) e a descrição detalhada das atividades e resultados alcançados durante o período de estágio.
This internship report, prepared within the scope of the Master's Degree in Digital Marketing of the Instituto Superior de Contabilidade e Administração do Porto, has as its main objective to describe the activities developed during the curricular internship carried out in the Communication Department of the CRPG. The core research of the work focuses on the analysis of the contribution of Artificial Intelligence (AI) to the consumer journey, exploring the role of AI tools in understanding, segmenting and personalizing digital communication aimed at the various stakeholders of the organization, such as users and institutional partners. The methodology adopted combines an in-depth literature review with a practical case study, which included interviews with the communication team, document analysis and participant observation. The internship, lasting 400 hours (from March 3rd to May 30th, 2025), allowed the application of the knowledge acquired in the Master's Degree in a real work context, contributing to the development of technical skills in design, website editing and copywriting, as well as essential soft skills. The document is structured in chapters that address the theoretical introduction on digital marketing, the presentation of the host entity (CRPG) and the detailed description of the activities and results achieved during the internship period.
This internship report, prepared within the scope of the Master's Degree in Digital Marketing of the Instituto Superior de Contabilidade e Administração do Porto, has as its main objective to describe the activities developed during the curricular internship carried out in the Communication Department of the CRPG. The core research of the work focuses on the analysis of the contribution of Artificial Intelligence (AI) to the consumer journey, exploring the role of AI tools in understanding, segmenting and personalizing digital communication aimed at the various stakeholders of the organization, such as users and institutional partners. The methodology adopted combines an in-depth literature review with a practical case study, which included interviews with the communication team, document analysis and participant observation. The internship, lasting 400 hours (from March 3rd to May 30th, 2025), allowed the application of the knowledge acquired in the Master's Degree in a real work context, contributing to the development of technical skills in design, website editing and copywriting, as well as essential soft skills. The document is structured in chapters that address the theoretical introduction on digital marketing, the presentation of the host entity (CRPG) and the detailed description of the activities and results achieved during the internship period.
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Jornada do consumidor Inteligência artificial Estratégias de marketing Marketing digital Comunicação digital Consumer journey Artificial Intelligence Marketing Strategies Digital Marketing Digital Communication