: unveiling how to position amongst business partners

  • Sofia Alexandra Soares Robalo (Student)

Student thesis: Master's Thesis


Continuous professional training has been acquiring growing attention in the Portuguese market. Companies are investing on the development of their employees in order to provide them with the skillset to face growing market demands. On the other side, training institutions seek to respond to the current market needs by providing quality training opportunities. Skilley is the online marketplace looking to connect both sides. By connecting training providers to companies through its platform, Skilley makes learning and development more accessible and opens more business for training providers. This dissertation has the objective of helping Skilley to define the main segments of training entities and provide a deeper understanding on how to create value for their businesses, by addressing the features, benefits and revenue streams most attractive for them. Hence, the best marketing strategies to reach visibility amongst training providers are also discussed. For this a thorough qualitative data analysis is in place bridging the results from the conducted in-depth interviews with the explored literature and market research. As result, five segments were defined and characterised alongside with the most attractive identified benefits and functionalities, also considering the existing research on the topic. In order to reach potential partners, a front office marketing strategy was recommended. This study is the starting point for a successful targeting and positioning strategy.
Date of Award15 Oct 2020
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRute Xavier (Supervisor)


  • B2B online marketplace
  • Professional training providers
  • Two-sided platform
  • Segmentation


  • Mestrado em Gestão e Administração de Empresas

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