http://hdl.handle.net/11624/188 Sun, 29 Mar 2026 04:05:00 GMT 2026-03-29T04:05:00Z http://hdl.handle.net/11624/2876 Title: A reputação no gerenciamento de crises empresariais : análise dos casos das marcas brasileiras cerveja Corona, Madeiro, Havan e Magazine Luiza. Authors: Schulz, halía Luiza Abstract: This monograph addresses the construction of corporate reputation, making it an important ally in the management of corporate crises - crisis of image denta in the context of the Coronavirus pandemic, during the first half of 2020, analyzing the cases of the Brazilian brands Cerveza Corona, Madeiro, Havan and Magazine Luiza. The methods used for the development of the research were bibliographical appropriation by renowned authors and the use of documental analysis, contributing to the choice of cases, together with the analysis of content that allowed observing whether the positions of the companies in relation to the crisis mattered for Covid-19 and how much their reputation was affected. Wed, 01 Jan 2020 00:00:00 GMT http://hdl.handle.net/11624/2876 2020-01-01T00:00:00Z http://hdl.handle.net/11624/2861 Title: O marketing de experiência no mercado cervejeiro artesanal. Authors: Luft, Milena Abstract: This monography discusses the communication capacity to produce messages to the consumer's mind, such as the use of Experience Marketing strategies. The objective of this research is to analyze how the experience marketing is developed in the craft beer market. The theoretical background is built through the exploration of many concepts in the conceptions on the marketing, communication, consumer behavior and positioning, contributing to the understanding of the context in which the theme of the work is inserted. The chapters of this study address, in addition to bibliographic research on the subject, a quantitative survey with an online questionnaire applied to 334 users of craft beer and a qualitative searching with content analysis conducted on digital Instagram with three cases. The study brings a craft beer as a base and three breweries, at regional, state and national level, in order to identify how it is carried out Experience Marketing in the digital environment. Among the obtained results, it has been noted that people are great beer tasters of craft beer and have preferences for beer styles, being that 27% who like beer pilsener and 27.4% prefer the IPA style. Consumers value taste and smell, apply themselves to the experience of meaning. Sense, feel, think, act and relate can also having experiences offline and online. Wed, 01 Jan 2020 00:00:00 GMT http://hdl.handle.net/11624/2861 2020-01-01T00:00:00Z http://hdl.handle.net/11624/2755 Title: O relações públicas como profissional estratégico para criar, manter e fortalecer os relacionamentos entre uma empresa hoteleira e seus públicos : o caso do Plaza São Rafael Hotel e Centro de Eventos. Authors: Schneider, Rafaela Cristina Richter Abstract: This research demonstrates the importance of the public relations professional in the construction, maintenance and strengthening of the relationships of Plaza Sao Rafael Hotel e Centro de Eventos with its public. The main objective of the study was to understand the communication strategies used by public relations professionals in lodging places to establish, maintain and strengthen relationships with a range of stakeholders of the hotel company. The theme was "public relations as a strategic professional to create, maintain and strengthen relationships between a hotel company and its public: the case of Plaza Sao Rafael Hotel e Centro de Eventos". Due to the proposed study, a qualitative research was developed to enable the debate on the issue, which had the method of the case study, along with the literature search techniques, direct observation, semi-structured interviews and documentary analysis. In the theoretical study addressed the concepts of Tourism, Hotel Management, Hospitality Industry, Public Relations, Public and Relationships. In analyzing were used the observations made, the statements given by the public relations in the interview and information relating to the investigation documents was brought. Given the research done it was concluded that the communication actions designed by professional public relations Plaza Sao Rafael Hotel e Centro de Eventos for its various publics in fact approach these people. The "smell of Plaza", the mix of services, the morning meeting, the use of innovation and tradition in the environment are examples of actions that the researcher met through this work. Fri, 01 Jan 2016 00:00:00 GMT http://hdl.handle.net/11624/2755 2016-01-01T00:00:00Z http://hdl.handle.net/11624/2490 Title: Olhares cruzados : o Pink Money e o movimento LGBT. Authors: Alves, Mateus Felipe Abstract: A Social Movement can be defined as the capacity for collective organization of civil society that fights for their rights and claims improvements for it. The LGBT public has been sidelined for decades, but this scenario has changed with the passage of time and the socio-cultural advancement of the population. Through the organization and struggle of activist groups this audience was able to have time and voice, claiming inclusion, diversity, breaking of stereotypes and equal rights. The LGBT movement, along with its rise, aroused economic interests world-wide, and then began to be studied and "explored" by various segments of the market. That said, our objective is to analyze the main aspects of the rise of the LGBT movement and the emergence of Pink Money as a new market configuration and a new system of consumption. In the course of this monograph, a bibliographical research was carried out to contribute and to base it conceptually. Then, a quantitative research was applied with students of the Social Communication Course of the University of Santa Cruz do Sul to measure their understanding about the central theme of the work. Finally, a qualitative research was developed with two communication agencies from the Rio Pardo Valley Region, located in the interior of Rio Grande do Sul, to establish a cross-view on the central issues addressed, from the point of view of students and of the labor market. Given the results obtained, among the students it is clear that most understand and know what Pink Money is, understands and supports the rise of the LGBT Movement and its achievements. The Communication agencies demonstrate that the market perception regarding Pink Money is divided and still represents a new reality and that needs to be better studied. They also indicate that it is necessary to leave the speech and start to practice inclusion and diversity in corporate environments. Tue, 01 Jan 2019 00:00:00 GMT http://hdl.handle.net/11624/2490 2019-01-01T00:00:00Z