In an era where consumer attention is fragmented across countless digital platforms, the role of a marketer has shifted from broadcasting messages to building conversations. My internship at BrightWave Marketing, a mid-sized digital agency in New York, provided a window into this dynamic environment. The objective of this three-month placement was to understand the mechanics of social media management and client relations. This report aims to analyze how theoretical marketing frameworks apply to real-world client constraints, specifically asking: How can agility in communication strategies improve client retention in a competitive market? This essay will first examine the structure of BrightWave, followed by a detailed account of my missions, and conclude with a critical analysis of the skills acquired.
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