O papel do marketing interno no desenvolvimento e sucesso de uma empresa

: estudo de caso : Sociedade Central de Cervejas e Bebidas

Abstract

This report was done in the ambit of the major in Marketing and Advertising of the Masters in Communication of the Catholic University of Lisbon, following my curricular internship at Sociedade Central de Cervejas e Bebidas. This report is aimed at exploring the concept of internal marketing and to contribute to a better understanding of its application in a business environment. As mentioned, the starting point of this analysis is my 6-month internship in the field of marketing, where it was possible to follow up and participate on the implementation of the internal actions' plan of the Sagres Radler brand. In a broad sense, this investigation is intended to study the potential relation between internal marketing initiatives and employee satisfaction, which can consequently have an impact on productivity. Our choices went towards the conception of a survey, the preparation of two interviews and a general description of the internship and further observations. Through the analysis that was performed, it was possible to conclude on how employees feel closer to the company, its brands and products and feel involved with the strategy of the firm when internal initiatives are well planned and effective. In the specific case of Sociedade Central de Cervejas e Bebidas, it was observed that internal marketing actions are fulfilling their objectives and that there is a good internal environment, based on the employees general satisfaction, motivation and pride. The topic that was approached in this report becomes more relevant, mainly for the area of communication, if we take in consideration the lack of significant analyses on the development of the subject in Portugal. Although internal marketing is still little explored in the country, it proves to have a very important role in the business context since it is focused on employees rather than the company's clients. In fact, employees must be seen as one of the main tools to capture customers and ensure their loyalty - as representatives of the firm, if the staff is satisfied and motivated, it is likely that they will share their feelings to any potential client.

Date of Award	19 Mar 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)