Neves, Ronaldo MendesOliveira, Maria Clara Gomes de2025-07-242025-07-242025-07-02OLIVEIRA, Maria Clara Gomes de. Conectando pessoas e resultados: análise do endomarketing em uma empresa potiguar. 2025. 20 f. Trabalho de Conclusão de Curso (Comunicação Social - Publicidade e Propaganda), Departamento de Comunicação, Universidade Federal do Rio Grande do Norte, Natal, 2025.https://repositorio.ufrn.br/handle/123456789/64884This study aims to understand the relationship between internal marketing practices in a construction company in Rio Grande do Norte. The aim is to analyze how internal marketing strategies can positively influence employee motivation, performance, and retention, promoting a more productive and healthy work environment. For this analysis, the practices currently adopted will be investigated, based on employee perceptions. The relevance of the research lies in the integration between internal communication, people management, and organizational culture, which are fundamental aspects for business success, especially in a highly competitive and constantly changing sector. Methodologically, a case study with a qualitative approach is adopted, with the intention of contributing to the improvement of internal practices and providing subsidies that can be applied by other companies in the sector. The results indicate that internal marketing has actions that engage employees; however, internal communication has flaws that must be improved.pt-BRComunicação OrganizacionalComunicação InternaEndomarketing.Organizational CommunicationInternal CommunicationInternal MarketingbachelorThesisCIENCIAS SOCIAIS APLICADAS::COMUNICACAO