Publicação
Sleep as a service by Emma - the sleep company: the communication plan
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Velosa, Jorge | |
| dc.contributor.author | Grätz, Johanna Victoria | |
| dc.date.accessioned | 2024-09-10T14:05:20Z | |
| dc.date.embargo | 2029-01-22 | |
| dc.date.issued | 2023-01-23 | |
| dc.date.submitted | 2023-01-23 | |
| dc.description.abstract | The work project explores if there is a market for "Sleep as a Service" in Germany to create a profitable and sustainable revenue stream for the mattress company Emma. After both qualitative and quantitative research has been conducted, the mattress renting model Emma Rent was introduced. For this service, a marketing and communication campaign was developed focusing on Advertisement and Promotion. The Communication plan includes further details on marketing-, action- and communication objectives as well as the target audience. Based on this, a suitable integrated communication and media strategy was developed including budget, tracking and schedule proposals. | pt_PT |
| dc.identifier.tid | 203316134 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/171479 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | mketing | pt_PT |
| dc.subject | B2c marketing | pt_PT |
| dc.subject | Integrated marketing communications | pt_PT |
| dc.subject | Product and services marketing | pt_PT |
| dc.title | Sleep as a service by Emma - the sleep company: the communication plan | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics. | pt_PT |