Marketing relacional e eventos

: estudo de caso DNA Cascais : implementação da GEW Portugal 2016

Abstract

The choice of this work’s subject emerged because of the internship I did at DNA
Cascais, in the marketing and communication area where I supported the international
project GEW (Global Entrepreneurship Week) Portugal 2016. I supported tasks related
to the managing communication between the network of partners and the managing
communication of GEW Portugal 2016. I was the interlocutor of DNA along with GEN
(Global Entrepreneurship Network) Portugal’s general agent.
The current study seeks understanding if events as GEW Portugal 2016 help to
consolidate the event organizer’s image to the participating companies and if such events
can be considered to be a form of relationship marketing as far as they help forging closer
ties that guide the companie’s relationship with its different publics.
Public relations, events and relationaship marketing assume themselves today as
important tools of “soft selling” since they can be considered alternatives to the means of
“hard selling” such as promotions and publicity. This is after all the gentlest way and
neither as aggressive nor so explicit of promoting the brand image.
The marketing concept has undergone some changes over recent years mainly due
to the appearance of new information and communication technologies. With these
tecnologies came new ways of attracting customers as well as creating relations between
companies and consumers or potential consumers.
As a way of answering to the key questions it was drafted as a range of looking at
all the companies that took part in the event GEW Portugal 2016. Thirty nine companies
participated in the event and consequently, the chosen method was the survey by
questionnaire which was applied to all the companies. This method was later
complemented by an interview. This research used blended methods.

Date of Award	9 Apr 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)