Smart governance's marketing mix focused on promotion

Abstract

The present thesis is the result of a Management Consulting Field Lab, which took place at CAVEDIGITAL, an Information and Technology (IT) company, with a core business on Corporate Governance digital solutions. The aim of the project was to create and develop a marketing mix focused on promotion, in order to increase product’s awareness and, consequently, to enlarge CAVEDIGITAL clients’ portfolio. The final outcomes were management and communication tools such as: Business Intelligence, Use-Cases, Case Studies, Opportunity Report Card and Extra-Challenges.