A importância dos conteúdos na comunicação de uma marca

: estudo de caso Carla Zuzarte Interiores

Abstract

This master’s thesis was written during the curricular internship at Carla Zuzarte Interiores and documents and all activities carried out as part of the program requirements for a master’s degree in marketing from Universidade Católica Portuguesa. Our research methodology employed an action research approach that incorporated an online survey to facilitate the development of a quantitative study aimed to design a communication plan for the brand. Through our quantitative study, we were able to assess consumer perceptions and identify opportunities. Our findings revealed that while the brand recognition was not particularly worthy, its reputation was positive. Consequently, through the implementation of a communication plan that emphasizes content production and dissemination across appropriate platforms, we anticipate an increase in notoriety and recognition for the brand. Our objective in developing these plans was to contribute to the optimization of Carla Zuzarte Interiores’ social media presence and to enhance the brand’s visibility. To achieve these goals, we formulated various social media marketing strategies that emphasize content creation, partnership-building, event planning, and sponsorships.

Date of Award	13 Jul 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa da Rocha de Castro e Côrte-Real (Supervisor)