The flying man’s journey

: evolution of the multimedia market

Abstract

In the year 1999 and 2000, Nikon and Canon launched the first digital single-lens reflex camera (DSLR’s), and some years later the first DSRL shooting full high definition (HD) video was on the market at an extremely affordable price. Along with the Internet boom and the era of social networks, the multimedia market suffered a dramatic change. Knowledge and equipment became much more accessible, and companies started to see innovative and creative multimedia projects done by individual young enthusiasts that reached larger audiences with extremely low budgets, through the electronic word of mouth on the Internet. Web Marketing became one of the most important marketing tools available for companies. This dissertation focuses on the evolution of the multimedia market, and how Internet and technology affected it, by creating a new market for online content. By making a parallel of a young business student’s path and his market research efforts, the study concludes that there is an open space on Web marketing market and investigates how can the student capitalize on his skills by properly introducing a new brand and concept into the market.

Date of Award	3 Jul 2014
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)