Communications plan: how to make Santander the bank of choice for young adults in Portugal

Detalhes bibliográficos
Autor(a) principal: Mestre, Catarina Da Silva
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/138789
Resumo: Santander Portugal’s position in the young adults' segment is weaker than desired. This project develops a detailed marketing plan for Santander Portugal, intending to achieve market leadership in the young adults’ segment. Secondary and primary research were conducted to obtain a holistic overview of the market, the company, and the target. This research was then used to develop a new and modified service mix for Santander, including two sub-brands, Santander Universidades and Santander Jovens Profissionais, followed by a financial analysis of the project.
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spelling Communications plan: how to make Santander the bank of choice for young adults in PortugalMarketingIntegrated marketing communicationsB2c marketingServices marketingDomínio/Área Científica::Ciências Sociais::Economia e GestãoSantander Portugal’s position in the young adults' segment is weaker than desired. This project develops a detailed marketing plan for Santander Portugal, intending to achieve market leadership in the young adults’ segment. Secondary and primary research were conducted to obtain a holistic overview of the market, the company, and the target. This research was then used to develop a new and modified service mix for Santander, including two sub-brands, Santander Universidades and Santander Jovens Profissionais, followed by a financial analysis of the project.Velosa, JorgeRUNMestre, Catarina Da Silva2022-01-192021-12-172027-12-17T00:00:00Z2022-01-19T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/138789TID:202974022enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:16:10Zoai:run.unl.pt:10362/138789Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:13.211827Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Communications plan: how to make Santander the bank of choice for young adults in Portugal
title Communications plan: how to make Santander the bank of choice for young adults in Portugal
spellingShingle Communications plan: how to make Santander the bank of choice for young adults in Portugal
Mestre, Catarina Da Silva
Marketing
Integrated marketing communications
B2c marketing
Services marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Communications plan: how to make Santander the bank of choice for young adults in Portugal
title_full Communications plan: how to make Santander the bank of choice for young adults in Portugal
title_fullStr Communications plan: how to make Santander the bank of choice for young adults in Portugal
title_full_unstemmed Communications plan: how to make Santander the bank of choice for young adults in Portugal
title_sort Communications plan: how to make Santander the bank of choice for young adults in Portugal
author Mestre, Catarina Da Silva
author_facet Mestre, Catarina Da Silva
author_role author
dc.contributor.none.fl_str_mv Velosa, Jorge
RUN
dc.contributor.author.fl_str_mv Mestre, Catarina Da Silva
dc.subject.por.fl_str_mv Marketing
Integrated marketing communications
B2c marketing
Services marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Marketing
Integrated marketing communications
B2c marketing
Services marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Santander Portugal’s position in the young adults' segment is weaker than desired. This project develops a detailed marketing plan for Santander Portugal, intending to achieve market leadership in the young adults’ segment. Secondary and primary research were conducted to obtain a holistic overview of the market, the company, and the target. This research was then used to develop a new and modified service mix for Santander, including two sub-brands, Santander Universidades and Santander Jovens Profissionais, followed by a financial analysis of the project.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-01-19
2022-01-19T00:00:00Z
2027-12-17T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/138789
TID:202974022
url http://hdl.handle.net/10362/138789
identifier_str_mv TID:202974022
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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