Commercial and institutional events: Case of Vodacom Mozambique

Abstract

This study analyzes the process of organizing commercial and institutional events, using Vodacom Mozambique as a case study. Framed in public relations, the fundamental issue in the work is to monitor the various stages of events, from conception, planning, implementation, and evaluation of events. This itinerary allows, at the same time, to understand the extent to which the Vodacom Mozambique brand promotes its brand and the services it provides. The methodology used was participation and observation of the process of organizing brand events through the company's public relations office. The study aims to show that commercial and institutional events are important as they help organizations overcome various difficulties, through the promotion of services, brands and products. Events are used to overcome crises that organizations face in the market, as anything negative that is beyond the organization's control can detonate the institutional image. However, it is essential that events are used to overcome obstacles through sporting events and music concerts. Additionally, the study will show the extent to which commercial and institutional events can serve to promote services, products or brands and strengthen the image of the Vodacom Mozambique brand company.