Creating a digital marketing strategy for Xpand Pro

  • Paulo Renato Ruivo Rolo (Student)

Student thesis: Master's Thesis


Xpand Pro is a Portuguese startup that, among other Coaching and Training services, offers International Certifications in the field of Neuro-Linguistic Programming. In order to fully take advantage of the favorable trend in the personal development industry, the company requires a reliable digital marketing strategy to reach and attract new customers. For this, it needs to, first, learn about its customers and, second, understand which digital marketing tools are feasible. The purpose of this dissertation is to provide this information to the company, along with recommendations for the implementation of its digital marketing strategy. The customer was analyzed through a survey and follow-up interviews, while digital marketing tool’s feasibility was assessed through a survey on digital marketing professionals. The customer persona of its Certifications’ business is a well-educated woman, coming from a business or sales background, looking to improve their personal and professional life. Customer satisfaction ranks high, and the majority of the customers have intentions to continue their journey with the company, as well as suggesting the Certifications to a friend or colleague. Concerning the digital marketing tools analysis, Website, Search Engine Optimization, Analytical Tools, Social Media and Content Marketing are suggested to be key for the company’s digital marketing strategy. These tools yield a great cost-benefit, essential in a startup context. This dissertation’s recommendations focus on the effective implementation of these tools.
Date of Award21 Oct 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJoão Cotter Salvado (Supervisor)


  • Consulting project
  • Startup
  • Xpand Pro
  • Digital marketing strategy
  • Customer persona
  • Digital marketing tools


  • Mestrado em Gestão e Administração de Empresas

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