Plano de comunicação digital para o Teatro Nacional São João, em tempos de COVID-19

Abstract

The Teatro Nacional São João (TNSJ) in Porto was the welcoming entity of the curricular internship and it was integrated in the master’s in Management of Creative Industries with the expected duration of 6 months. This study describes the work developed during the internship and presents a proposal for a digital communication plan for the host institution. It aims to update its means of communication through the reception of innovative digital techniques already adopted in other international theaters It begins with a literature review, in which it addresses topics such as the Cultural Sector and the Creative Industries, the marketing strategies applied in the Creative Industries, the Theater industry and its traditional and digital strategies and, finally, the public and its representativeness. This is followed by the analysis of the host entity, the presentation of a survey carried out on a sample of national and international theaters and the development of a digital communication plan, its control, evaluation and schedule. The main objective is to obtain answers regarding the communication strategies and tools used before COVID-19 and those that came to be used in view of the institution's vision and image with the ultimate goal of collecting relevant information to the execution of digital communication strategies.

Date of Award	8 Jan 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Luís Teixeira (Supervisor)