Casquinho, ConstançaNunes, Madalena de Oliveira Correia Martins2025-03-242025-03-242024-06-112024-05-17http://hdl.handle.net/10362/181192The current project concerns the improvement and innovation of VFM's Internal Communications in the digital era. It delves into the challenges faced by the internal communications team of a large organization and the opportunities presented by market practices, considering their suitability to the unique characteristics of the Group. Through comprehensive internal and external analyses and a careful evaluation of different strategic paths, the thesis provides tailored recommendations for the enhancement of VFM’s Internal Communications. The recommendations are composed of three areas, Communications Management, Employee Experience, and Connections, and are complemented by a detailed implementation plan.engConsultingStrategyInternal communicationSegmentationmaster thesis203901266