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Estratégia e plano de marketing : Carcavelos Ténis & Padel
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O presente relatório descreve o estágio curricular realizado no Clube Carcavelos Ténis & Padel, no âmbito do Mestrado em Gestão do Desporto da Faculdade de Motricidade Humana da Universidade de Lisboa. O estágio teve como principal objetivo aplicar em contexto real os conhecimentos adquiridos ao longo do mestrado, com especial enfoque no marketing do desporto. Durante a experiência, tive oportunidade de intervir em áreas como a comunicação digital, a organização de eventos, a análise de dados e o apoio administrativo, o que me permitiu contactar de forma direta com a complexidade da gestão de um clube. Paralelamente, foi elaborado um plano de marketing estruturado, sustentado em enquadramento teórico e adaptado ao contexto organizacional. O estágio apresentou várias oportunidades, nomeadamente a possibilidade de integrar uma equipa multidisciplinar, aplicar conhecimentos em situações reais e desenvolver competências práticas de planeamento, comunicação e análise crítica. No entanto, também se verificaram algumas limitações, nomeadamente a necessidade de conciliar a elaboração do plano de marketing com tarefas operacionais do quotidiano, a ausência de recursos dedicados exclusivamente à área de marketing e os constrangimentos de tempo em fases de maior atividade do clube. No seu conjunto, o estágio constituiu uma experiência enriquecedora, que contribuiu para o meu crescimento académico, profissional e pessoal.
This report describes the curricular internship carried out at Clube Carcavelos Ténis & Padel, as part of the master’s degree in Sports Management at the Faculty of Human Kinetics of the University of Lisbon. The main objective of the internship was to apply the knowledge acquired throughout the master's degree in a real context, with a special focus on sports marketing. During the experience, I had the opportunity to work in areas such as digital communication, event organization, data analysis, and administrative support, which allowed me to gain firsthand experience of the complexity of managing a club. At the same time, a structured marketing plan was developed, based on a theoretical framework and adapted to the organizational context. The internship presented several opportunities, namely the possibility of joining a multidisciplinary team, applying knowledge in real situations, and developing practical skills in planning, communication, and critical analysis. However, there were also some limitations, namely the need to reconcile the development of the marketing plan with day-to-day operational tasks, the lack of resources dedicated exclusively to marketing, and time constraints during the club's busiest periods. Overall, the internship was an enriching experience that contributed to my academic, professional, and personal growth.
This report describes the curricular internship carried out at Clube Carcavelos Ténis & Padel, as part of the master’s degree in Sports Management at the Faculty of Human Kinetics of the University of Lisbon. The main objective of the internship was to apply the knowledge acquired throughout the master's degree in a real context, with a special focus on sports marketing. During the experience, I had the opportunity to work in areas such as digital communication, event organization, data analysis, and administrative support, which allowed me to gain firsthand experience of the complexity of managing a club. At the same time, a structured marketing plan was developed, based on a theoretical framework and adapted to the organizational context. The internship presented several opportunities, namely the possibility of joining a multidisciplinary team, applying knowledge in real situations, and developing practical skills in planning, communication, and critical analysis. However, there were also some limitations, namely the need to reconcile the development of the marketing plan with day-to-day operational tasks, the lack of resources dedicated exclusively to marketing, and time constraints during the club's busiest periods. Overall, the internship was an enriching experience that contributed to my academic, professional, and personal growth.
Descrição
Mestrado em Gestão do Desporto. Universidade de Lisboa. Faculdade de Motricidade Humana
Palavras-chave
Carcavelos Ténis & Padel Marketing plan Marketing strategy Padel Sports management Sports marketing Tennis Carcavelos Ténis & Pade l Estratégia de marketing Gestão do desporto Marketing do desporto Padel Plano de marketing Ténis