Plano estratégico de e-marketing para as medias sociais

  • José Nuno Foja Martinho (Student)

Student thesis: Master's Thesis


HM Consultores is consultancy services provider company. The company intends to develop a sustainable communication project, particularly in the sector of digital marketing/e-marketing, with a special focus on social media.This report emerged from the goal mentioned above, as a guide document for developing a strategic and operational plan for HM Consultores in the sector of social media. HM Consulting intends, with this plan, to positioning the company in the digital environment, generate new business opportunities and, above all, strengthen the brand identity. In this context, a literature review was performed, which resulted from a literature research in the area of digital marketing / e-marketing, in order to contextualize the social media in the digital marketing, understand the concept and understand its scope. Then, the importance of social medial in business was explained and a brief description and characterization of the major online social networks was made. The literature review culminates, proposing some metrics for evaluating the presence of companies in social media.The practical development of this project started with a diagnostic examination, a survey was made on current business and its presence on the internet, as well as the identification of main trends for future developments. At this stage, a characterization of the current context of the business was performed, identifying actual and future underlying threats and opportunities. After, the current situation of the company was analyzed against its business context and its relation to digital marketing, identifying and characterizing its strengths and weaknesses. At a later stage, an action plan was outlined and properly aligned with the company's strategy, which would pretends to enable develop an e-business model, with main focus on digital marketing in social media.
Date of Award2012
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJoana Machado (Supervisor)


  • Digital marketing
  • Social media
  • Strategic and operational plan


  • Mestrado em Gestão

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