Loading...
Publication
Marketing relacional nos clubes de futebol: estudo de caso F.C. Paços de Ferreira
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Projeto de graduação_2022109604 | 976.91 KB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Este projeto de graduação tem por objeto de estudo o marketing relacional nos clubes de futebol e teve como aplicação pratica o estudo Case Study F. C. Paços de Ferreira. Este trabalho foi desenvolvido em estreita articulação com o estágio curricular desenvolvido no departamento de Marketing e Comunicação do F. C. Paços de Ferreira. Neste contexto foi possível aplicar, em ambiente real de trabalho, os conhecimentos adquiridos ao longo da formação académica, integrando-os nas rotinas e estratégias de comunicação de um clube de futebol.
Tendo por base o objeto de estudo alvo do projeto de graduação, as atividades de estágio enquadraram- se na área do marketing relacional, em concreto traduzido na angariação e gestão de patrocinadores, na gestão do estádio em dias de jogo e no apoio a eventos institucionais e promocionais relacionados com o clube. Estas tarefas exigiram planeamento, capacidade de comunicação e uma forte orientação para o relacionamento com parceiros e público.
Esta experiência foi essencial para perceber, de forma prática, a relevância do Marketing e da Comunicação na consolidação da imagem de um clube desportivo, na valorização das suas parcerias comerciais e no fortalecimento da relação com os seus públicos. O estágio permitiu reforçar a importância de estratégias bem delineadas e de uma comunicação integrada, capaz de gerar valor dentro e fora das quatro linhas.
This undergraduate project focuses on relationship marketing in football clubs and includes a practical application through the case study of F.C. Paços de Ferreira. This work was developed in close collaboration with the curricular internship carried out in the Marketing and Communication department of F.C. Paços de Ferreira. In this context, it was possible to apply, in a real work environment, the knowledge acquired throughout the academic training, integrating it into the daily routines and communication strategies of a football club. Based on the project's main area of study, the internship activities were aligned with the field of relationship marketing, specifically through the acquisition and management of sponsors, matchday stadium management, and support for institutional and promotional events related to the club. These tasks required planning, communication skills, and a strong focus on building relationships with partners and the public. This experience was essential for understanding, in a practical way, the relevance of Marketing and Communication in strengthening the image of a sports club, enhancing its commercial partnerships, and deepening its connection with audiences. The internship highlighted the importance of well-defined strategies and integrated communication capable of generating value both on and off the pitch.
This undergraduate project focuses on relationship marketing in football clubs and includes a practical application through the case study of F.C. Paços de Ferreira. This work was developed in close collaboration with the curricular internship carried out in the Marketing and Communication department of F.C. Paços de Ferreira. In this context, it was possible to apply, in a real work environment, the knowledge acquired throughout the academic training, integrating it into the daily routines and communication strategies of a football club. Based on the project's main area of study, the internship activities were aligned with the field of relationship marketing, specifically through the acquisition and management of sponsors, matchday stadium management, and support for institutional and promotional events related to the club. These tasks required planning, communication skills, and a strong focus on building relationships with partners and the public. This experience was essential for understanding, in a practical way, the relevance of Marketing and Communication in strengthening the image of a sports club, enhancing its commercial partnerships, and deepening its connection with audiences. The internship highlighted the importance of well-defined strategies and integrated communication capable of generating value both on and off the pitch.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciado em Ciências Empresariais.
Keywords
Marketing relacional Marketing e comunicação F. C. Paços de Ferreira Angariação e gestão de patrocinadores Gestão de eventos Relationship marketing Marketing and communication F.C. Paços de Ferreira Sponsor acquisition and management Event management