O planejamento estratégico nas campanhas sazonais de marketing em shopping centers

Abstract

This study aims to analyze the influence of strategic planning on seasonal marketing campaigns in shopping centers, based on a case study at Shopping Rio Poty. In a highly competitive retail environment, there is a notable emphasis on investments in promotions and advertising aligned with commemorative dates such as Easter, Mother’s Day, Christmas, and Black Friday. The research adopts a qualitative approach, using document analysis and interviews with marketing professionals. The results indicate that strategic planning significantly enhances campaign performance by aligning objectives, target audiences, communication channels, and promotional gifts. The analysis of past campaigns also proved valuable by enabling adjustments based on historical data and risk forecasts. Partnerships with established brands emerge as effective engagement and differentiation strategies. It is concluded that a well-structured planning process supports innovative decision-making, optimizes resource allocation, and strengthens the positioning of shopping centers. This study contributes to understanding the application of strategic planning in retail environments that demand creativity and adaptability to remain competitive.