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Abstract(s)
O presente relatório foi redigido no âmbito da conclusão do Mestrado em Informação
Empresarial, tendo sido realizado estágio curricular na Liminal – MarTech & Business
Experts. Com o intuito de executar funções ao nível de implementações de soluções
MarTech, desempenharam-se, no decorrer do estágio, tarefas integradas no
departamento de Tecnologia da entidade.
O percurso do estágio curricular é descrito ao longo deste relatório, incorporando não
só a apresentação da entidade de acolhimento, como também o enquadramento
teórico das atividades desenvolvidas e a descrição das mesmas.
O enquadramento teórico aborda o Marketing Relacional como estratégia de captação
de clientes, tendo como suporte uma ferramenta de Customer Relationship
Management (CRM), para a concretização da gestão de todas as informações de
clientes. É apresentada uma análise da ferramenta com foco nos seus objetivos,
funções, componentes, tipos e implementação, e ainda como uma estratégia de
negócio. No enquadramento teórico é ainda abordada a temática da Gestão
Documental, com enfâse nas funções arquivísticas do documento digital.
This report was written as part of the conclusion of the Business Information Master’s Degree, having completed a curricular internshipt at Liminal – MarTech & Business Experts. In order to perform functions at the level of implementations of MarTech solutions, were performed tasks integrated in the entity’s Technology department. The path of the internship is described throughout this report, incorporating not only the presentation of the host entity, but also the theoretical framing of the activities developed and their description. The theoretical framing addresses Relational Marketing as a strategy for attracting customers, with the support of a tool of Customer Relationship Management (CRM), to achieve the management of customer informations. It is presented with a focues on it’s functions, components, types and implementation, and also as a business strategy. In the theoretical framing is also discuted the theme of Document Management, with an emphasis on the archival functions of the digital document.
This report was written as part of the conclusion of the Business Information Master’s Degree, having completed a curricular internshipt at Liminal – MarTech & Business Experts. In order to perform functions at the level of implementations of MarTech solutions, were performed tasks integrated in the entity’s Technology department. The path of the internship is described throughout this report, incorporating not only the presentation of the host entity, but also the theoretical framing of the activities developed and their description. The theoretical framing addresses Relational Marketing as a strategy for attracting customers, with the support of a tool of Customer Relationship Management (CRM), to achieve the management of customer informations. It is presented with a focues on it’s functions, components, types and implementation, and also as a business strategy. In the theoretical framing is also discuted the theme of Document Management, with an emphasis on the archival functions of the digital document.
Description
Keywords
Marketing Rrelacional CRM MarTech Informação Gestão da informação Gestão documental Organização da informação Relational marketing Information Information management Documental management Information organization