Inovação e marketing na imprensa portuguesa

: case study Jornal I

Abstract

This report aims the understanding of the role of innovation in marketing and communications strategy in the Portuguese press, dealing essentially with the case study of the “i” newspaper, the youngest generalist newspaper in the Portuguese market. Thus , it is divided into three stages: the first assumes a theoretical nature which addresses the most important concepts , as well as studies and observations of various authors who have studied and discussed matters relevant to this report; the second part is the analysis of the case in study, starting with a brief exposition of the history of the newspaper “i” and the role of the marketing department in the this entity as well as the work done during the four-month traineeship in that same department, and also are presented several interviews to some newspaper’s collaborators; finally, the third step is a critical reflection, based on the conceptual investigation, with comments from reviewers and experience gained over the traineeship.

Date of Award	3 Oct 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)