Publication
OperacionalizaĆ§Ć£o do Marketing Digital
| datacite.subject.fos | CiĆŖncias Sociais::Economia e GestĆ£o | pt_PT |
| dc.contributor.advisor | JosƩ, Ana | |
| dc.contributor.author | MaĆ§Ć£s, Elsa | |
| dc.date.accessioned | 2022-08-23T16:41:46Z | |
| dc.date.available | 2022-08-23T16:41:46Z | |
| dc.date.issued | 2021-07-12 | |
| dc.description.abstract | Atualmente, a sociedade caracteriza-se por ser dominada pelas novas tecnologias, dispositivos eletrĆ³nicos, redes sociais e plataformas online, pelo que as empresas tiveram de se adaptar de modo a satisfazer os consumidores, que sĆ£o cada vez mais exigentes e tĆŖm maior acesso Ć Internet. O caso dos clubes desportivos nĆ£o Ć© diferente, pois, tal como as outras empresas estes tambĆ©m carecem da obtenĆ§Ć£o de vantagens competitivas, tanto a nĆvel social, como a nĆvel financeiro. Nesse sentido, Ć© essencial que os clubes desportivos implementem estratĆ©gias de marketing digital, que contribuam para o aumento do fluxo de comunicaĆ§Ć£o, abrangĆŖncia de mais pessoas, promoĆ§Ć£o de serviƧos ou relaƧƵes de proximidade com os seguidores/adeptos. Assim, o objetivo do presente projeto de mestrado passa por compreender o processo de operacionalizaĆ§Ć£o de marketing digital no Estoril Praia Futebol SAD. Para o efeito, foi elaborada uma entrevista ao Diretor do clube e aplicados inquĆ©ritos por questionĆ”rios ao pĆŗblico interno (colaboradores e jogadores) e ao pĆŗblico externo (adeptos). Como principais resultados obtidos atravĆ©s destes instrumentos, verificou-se que a opiniĆ£o global sobre os diferentes tipos de pĆŗblico, no que se refere ao clube e ao marketing digital implementado pelo mesmo, Ć© positiva, assim como, a relaĆ§Ć£o existente entre o pĆŗblico interno (jogadores e colaboradores) e externo (adeptos), relativamente ao clube e ao marketing digital implementado pelo mesmo. Para alĆ©m disso, observou-se que as plataformas mais utilizadas sĆ£o Facebook, o Instagram e o website institucional. Ć de destacar que, nesta fase pandĆ©mica causada pelo covid-19, o clube mostrou a sua adaptabilidade e resiliĆŖncia perante as sucessivas mudanƧas ocorridas (treinos online; comunicaĆ§Ć£o com o pĆŗblico externo, criaĆ§Ć£o de um website com bilheteira online, entre outras). Desse modo, afere-se que o processo de marketing digital Ć© relevante para a sobrevivĆŖncia e continuidade de qualquer organizaĆ§Ć£o, uma vez que contribui para diversos benefĆcios (aumento da notoriedade e reputaĆ§Ć£o do clube, renovaĆ§Ć£o e publicaĆ§Ć£o de novos conteĆŗdos, atraĆ§Ć£o de novos seguidores/adeptos, fidelizaĆ§Ć£o dos seguidores/adeptos jĆ” existentes, divulgaĆ§Ć£o de informaƧƵes, captaĆ§Ć£o de novos participantes para as outras modalidades praticadas no clube, alcance de mais patrocinadores). | pt_PT |
| dc.description.abstract | Today, society is characterized by being dominated by new technologies, electronic devices, social networks, and online platforms, so companies have had to adapt to satisfy consumers, who are increasingly demanding and have greater access to the Internet. The case of sports clubs is no different, as, like other companies, they also lack competitive advantages, both socially and financially. In this sense, it is essential that sports clubs implement digital marketing strategies, which contribute to increasing the flow of communication, reaching more people, promoting services or close relationships with followers / supporters. Thus, the objective of this master's project is to understand the digital marketing operationalization process at Estoril Praia Futebol SAD. For this purpose, an interview was prepared with the Club Director and questionnaires were applied to the internal public (employees and players) and to the external public (supporters). As the main results obtained through these instruments, it was found that the global opinion about the different types of public, regarding the club and the digital marketing implemented by it, is positive, as well as the relationship between the internal public (players and collaborators) and external (fans), regarding the club and the digital marketing implemented by it. In addition, it was observed that the most used platforms are Facebook, Instagram, and the institutional website. It should be noted that, in this pandemic phase caused by the covid-19, the club showed its adaptability and resilience in the face of the successive changes that occurred (online training; communication with external audiences, creation of a website with online ticket office, among others). Thus, it is verified that the digital marketing process is relevant for the survival and continuity of any organization, since it contributes to several benefits (increase of the notoriety and reputation of the club, renewal and publication of new content, attraction of new followers / supporters, loyalty of existing followers / supporters, dissemination of information, attracting new participants to the other modalities practiced in the club, reaching more sponsors). | pt_PT |
| dc.identifier.tid | 202928098 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.26/41627 | |
| dc.language.iso | por | pt_PT |
| dc.subject | marketing digital | pt_PT |
| dc.subject | clube desportivo | pt_PT |
| dc.subject | Estoril Praia Futebol SAD | pt_PT |
| dc.subject | pĆŗblico interno | pt_PT |
| dc.subject | pĆŗblico externo | pt_PT |
| dc.subject | digital marketing | pt_PT |
| dc.subject | sports club | pt_PT |
| dc.subject | internal public | pt_PT |
| dc.subject | external public | pt_PT |
| dc.title | OperacionalizaĆ§Ć£o do Marketing Digital | pt_PT |
| dc.title.alternative | O caso Estoril Praia Futebol SAD | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | closedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.grantor | Instituto PolitƩcnico de Portalegre | |
| thesis.degree.name | Mestrado em GestĆ£o de Pequenas e MĆ©dias Empresas | pt_PT |