Integrating marketing communications with a little help from QR Codes

: the cases of SCC and Mercedes-Benz

Abstract

The present dissertation is written with the aim of developing the theme of QR codes and its application in modern marketing practices. QR codes are a technology existing since 1994 that more recently have grown further than a tool for manufacturing. It is a technology widely used for marketing purposes in technologically advanced countries like Japan or South Korea, which might mean a positive premonition for a virtuous future in European countries, and more specifically in Portugal. The study approaches themes such as the trends on marketing communications, digital and mobile marketing. Then it is analyses the cases of Sociedade Central de Cervejas and Mercedes-Benz, two firms characterized for high levels of innovation, in their digital media strategies, which lead to the implementation of QR codes as a way to take advantage of distinct opportunities. In addition, other examples of Portuguese companies are given to offer a preview on the different potential uses of the technology. Lastly, in order to complement the trade perspective on the QR codes it was important to gather information about the knowledge and motivations of the Portuguese population regarding QR codes. Hence a survey was conducted. QR codes are a hot topic in Marketing and hopefully this dissertation will supply some interesting insights about it.

Date of Award	2014
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)