Digital marketing restructuring at Almedina Group

: the influence of social media in the publishing sector

Abstract

For six months, the Almedina Group, a recognized name in the national publishing market, hosted the curricular internship carried out for this report as part of obtaining the master's degree in Creative Industries Management. This report describes the work done in the marketing and communication restructuring. It consists of analyzing the Group's various social networks and subsequent comparison with national and international publishing competitors. The internship ends with the presentation of two different proposals, the first related to the social networks they operate and the second about the content produced. The report opens with a literature review covering books in the digital age and the influence of social networks on their consumption, concluding with a look at the Portuguese perspective. It is followed by a methodological explanation, a presentation of the host organization, and a summary of the activities done with the results obtained explained. The work is completed by presenting the final proposals and a general reflection on the internship. The main objective is to observe how digital marketing can benefit the publishing market by taking advantage of existing online literary communities. These peculiarities will be considered in the proposals presented to the Almedina Group to guarantee the effectiveness of the choices proposed for the strategy.

Date of Award	10 Dec 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Božidar Vlačić (Supervisor)