Marketing the downtown of Coimbra: the APBC case

• Autor(a) principal: Ghazaryan, Elina
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Texto Completo: http://hdl.handle.net/10400.26/38995
• topic: Benchmarking; Marketing; Coimbra; Medium-sized cities; UNESCO

For the current project I have chosen to develop research around the marketing strategy for the ‘Agency for the Promotion of the Downtown of Coimbra’ ou ‘Downtown Coimbra Promotion Agency’ (Agência de Promoção da Baixa de Coimbra - APBC). And so, this project aims to provide lines for the marketing strategy which will help APBC to develop their brand image and to grow and expand their notoriety. For this purpose, this project analyses and studies seven portuguese cities using the benchmarking methodology. Having developed this analysis, then the intended output is to enhance and develop the touristic potentialities of APBC and lift further developments according to the official directives. Also, this analysis can provide future direction for the development of a marketing plan for APBC.