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O marketing digital na música – Dragon Records : relatório de estágio
| Summary: | This paper is an internship report, as part of the Master’s degree in Marketing of Lusófona University (Lisbon). The report results from a 4 months work experience in a music publisher, Dragon Records, created a few weeks before the beginning of the internship. In the present paper, the vicissitudes, difficulties, all the excitement, the discouragement, the perseverance and the small achievements of the small company’s early times are reported. Therefore, it is not a mere formality or a cliché to recognize that it was an enriching experience. In fact, in a company like this, every team member, as inexperienced as it may be, is considered and is expected to contribute to the company’s success without sparing any effort. However, this expectation is not always reflected on the acceptance of new ideas by those in charge. For that reason, it was also an important learning process, since the internship represented a privileged field of observation of the challenges digital marketing faces in many companies, even if these companies are newly-formed and constituted of people with a good command of new digital tools and aware of their importance to reach customers. Before the report itself, a theoretical framework is presented, addressing the main concepts, areas and strategies that shape digital marketing and will be helpful to a better understanding of the reality experienced in the internship here described. Finally, a clear conclusion can be drawn: there is a long way to go before digital marketing is established and fully accepted without suspicion in portuguese companies. Now, what could be seen as a problem should be faced as a challenge: digital marketing is, without any doubt, a very promising area in terms of job creation, already in the present and in the near future. |
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| Subject: | STREAMING MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE COMÉRCIO ELETRÓNICO REDES SOCIAIS BLOGS MUSIC INDÚSTRIA DA MÚSICA BLOGUES INTERNET MARKETING ESTRATÉGIAS DE MARKETING MUSIC INDUSTRY WEBSITES MÚSICA E-COMMERCE MARKETING DIGITAL MARKETING STRATEGIES COMMUNICATION COMUNICAÇÃO SOCIAL NETWORKS DIGITAL MARKETING |
| Year: | 2020 |
| Country: | Portugal |
| Document type: | master thesis |
| Identifiers: | ID: tid:202539105 |
| Access type: | Restricted |
| Associated institution: | ReCiL - Repositório Científico Lusófona |
| Funded project code: | tid:202539105 |
| Language: | Portuguese |
| Origin: | ReCiL - Repositório Científico Lusófona |
| Summary: | This paper is an internship report, as part of the Master’s degree in Marketing of Lusófona University (Lisbon). The report results from a 4 months work experience in a music publisher, Dragon Records, created a few weeks before the beginning of the internship. In the present paper, the vicissitudes, difficulties, all the excitement, the discouragement, the perseverance and the small achievements of the small company’s early times are reported. Therefore, it is not a mere formality or a cliché to recognize that it was an enriching experience. In fact, in a company like this, every team member, as inexperienced as it may be, is considered and is expected to contribute to the company’s success without sparing any effort. However, this expectation is not always reflected on the acceptance of new ideas by those in charge. For that reason, it was also an important learning process, since the internship represented a privileged field of observation of the challenges digital marketing faces in many companies, even if these companies are newly-formed and constituted of people with a good command of new digital tools and aware of their importance to reach customers. Before the report itself, a theoretical framework is presented, addressing the main concepts, areas and strategies that shape digital marketing and will be helpful to a better understanding of the reality experienced in the internship here described. Finally, a clear conclusion can be drawn: there is a long way to go before digital marketing is established and fully accepted without suspicion in portuguese companies. Now, what could be seen as a problem should be faced as a challenge: digital marketing is, without any doubt, a very promising area in terms of job creation, already in the present and in the near future. |
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