As necessidades das microempresas na implementação de um marketing ajustado

: o papel crucial das agências de comunicação

Abstract

This final master's work aims to understand the needs of Portuguese microenterprises in implementing marketing adjusted to their objectives, focusing on the role of communication agencies in this context. For this purpose, 8 interviews were conducted with micro-enterprises from different sectors, which were subsequently analyzed through a thematic analysis. Faced with the particular challenges encountered by these companies, such as financial constraints and a lack of marketing expertise, communication agencies emerge as crucial allies in implementing effective strategies tailored to the needs of micro-enterprises. This study highlighted the need for affordable and effective marketing solutions, as well as the importance of specialized knowledge for managers. Furthermore, it emphasized the need to personalize marketing strategies for each micro-enterprise, adapting them to their specific objectives and values.

Date of Award	16 Oct 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Martins (Supervisor)