Navegando por Assunto "Marketing digital"

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Marketing.Jus: proposta de site baseada nos princípios do User Experience (Experiência do Usuário)
(Centro Universitário do Estado do Pará, 2023-12-06) Silva, Aymee Cristina Oliveira da; Oliveira, Mariana Menezes de; http://lattes.cnpq.br/1968293281798090; Oliveira, Sue Anne Collares Maestri de; http://lattes.cnpq.br/2422742693674473; Grandidier, Larissa Lassance; http://lattes.cnpq.br/9070203025350989
This research has as its main role the collaboration for the recognition of legal professionals in the digital environment. Furthermore, in the field of advertising, the project contributes to knowledge regarding User Experience (UX), Design Thinking, and the importance of learning these tools for the application of market solutions and strategies capable of addressing the problems of the absence of strategic websites and their lack of quality. Because of this, this project aimed to develop a website capable of meeting the main needs and questions of legal professionals. To achieve this, a hypothetical-deductive method based on Popper (2002) was adopted, through bibliographic and exploratory research from Gil (1987), with a qualitative approach, according to Denzin and Lincoln (2006). In this sense, the ideation and prototyping of the website were based on the Design Thinking methodology grounded in Kelley (2019). Regarding research supported by the concepts of User Experience (UX), Norman (2006) was used as a reference. As a result of this project, Marketing.Jus emerged as a way to help improve the creative blocks of legal professionals in content creation, contributing to learning about marketing strategies through digital networks. Consequently, it was concluded that the development of a website based on user experience is important, focusing on simplicity and accessibility to address the main questions and problems faced by these legal professionals regarding legal marketing in the digital environment.
Planejamento de campanha para a conferência refúgio 2024: o reino
(Centro Universitário do Estado do Pará, 2023-12-06) Nordeste, Juliana Costa; Fertunes, Ygor Alves; Oliveira, Mariana Menezes de; http://lattes.cnpq.br/1968293281798090; Leão, Danuta de Cássia Leite; http://lattes.cnpq.br/3967549374195129; Urrutty, Verena Ledo
This project involves the development of advertising campaign planning for the Rede Refúgio brand, a Christian church located in Belém. The campaign was built to communicate the Rede Refúgio 2024 conference, titled by the authors of this project as “The Kingdom”. The objective of the work is to create planning in an innovative and appropriate way, analyzing the context in which the brand is inserted and the information about it. The main theoretical references were Fausto Neto (2007) on religiosities and mediatization, Tavares (2010) for the advertising campaign creation methodology, Aaker (2007) to better understand brands, Kotler & Keller (2006) for understanding the market context and Kunsch (1986) for integrated communication. To diagnose the brand and create campaign strategies, survey forms were used with the campaign's target audience, an interview with the responsible pastor and brainstorming for the creative development of the campaign. The development of the work provided the creation of campaign planning consistent with the context, objectives and needs of the brand.
Plano de marketing digital para o Missouri State Men's Soccer
(Centro Universitário do Estado do Pará, 2025-06-13) Gonçalves, Maura Abdon; Oliveira, Mariana Menezes de; http://lattes.cnpq.br/1968293281798090; Santos, Elson Silva dos; http://lattes.cnpq.br/6561388084166439; Leão, Danuta de Cássia Leite; http://lattes.cnpq.br/3967549374195129
This study analyzes the digital presence of Missouri State Men’s Soccer and, based on a detailed diagnosis, proposes a strategic digital marketing plan aimed at increasing audience engagement and expanding institutional visibility. The research adopts the methodologies of Bardin (2011) and Gil (2008), combined with theoretical frameworks such as the Social Media Engagement Theory and the Diffusion of Innovations Theory to support its analyses and recommendations. Limitations in the team's social media management were identified, which led to the development of practical guidelines for digital content production, persona definition, and strengthening of the digital identity across platforms such as Instagram, TikTok, X, and the team’s official website. The plan also includes the use of email marketing strategies with automation and metrics analysis. The objective is to integrate sports performance with digital communication, strengthening the team's presence in the university context and consolidating its image within the academic and sports communities.