Plano de marketing para o setor da consultoria financeira

: o caso Triple A : Capital & Finance

Abstract

The following Master Final Assignment was developed with the goal to elaborate a marketing plan for the Triple A – Capital & Finance company. Since the author performed an internship in the company mentioned above, the present work was developed according to the modality of an internship report. Considering that Triple A is a financial advisor and consultant in corporate finance, it was crucial to understand the marketing specificities among this typology of companies in order to identify the most suitable strategies. Therefore, the methodology applied was the action research since the research was performed in the local of action. Having said that, the author has combined theoretical knowledge with a practical approach, which enabled the identification of the most relevant marketing particularities of financial consultancies present in the literature review, and the confirmation of these findings throughout the development of the marketing plan. As a result of this investigation, the author was able to identify a set of particular characteristics of financial consulting firms, as well as the most adequate marketing strategies to be applied in those companies. This work includes a few limitations, being the most significant related with the fact that the marketing plan could not be implemented during the internship, which implies that it was not possible to establish its practical validity. Nevertheless, the author considers that this research has relevant managerial implications, since it develops a thorough marketing plan and identifies the most appropriate communication strategies for consulting firms.

Date of Award	21 Jul 2017
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)