A carregar...
Publicação
Plano de marketing Clube Recreativo e Cultural Quinta dos Lombos – Secção de Corfebol
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.48 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Este Trabalho Final de Mestrado, trabalho de projeto, tem como principal objetivo definir as estratégias de marketing e plano de ação para a seção de Corfebol do Clube Recreativo e Cultural Quinta dos Lombos, para a época 2020 - 2021. O Clube encontra se situado em Carcavelos, no concelho de Cascais, no distrito de Lisboa. A metodologia utilizada para a realização deste projeto foi a action research, sendo o horizonte temporal cross-sectional. Tendo sido realizados inquéritos por questionário, utilizando o instrumento de aferição de qualidade de serviços desportivos QUESC, a todos os atletas seniores praticantes da modalidade do Corfebol. Foram também realizadas entrevistas informais aos atletas seniores, e entrevistas semiestruturadas a três especialistas nesta modalidade e a dois membros da Direção do Clube. Os resultados alcançados através do inquérito são traduzidos em bons níveis de qualidade do serviço prestado pelo CRCQL. Foi realizado também um orçamento e um calendário para as ações necessárias para se implementar este Plano de Marketing, de modo a atingir os objetivos delineados (ex: a angariação de novos atletas).
This Master's Final Project work, has as its main objective to define the marketing strategies and action plan for the Korfball section of Quinta dos Lombos Cultural and Recreational Club, for the season 2020 - 2021. The Club is located in Carcavelos, in the municipality of Cascais, in the district of Lisbon. The methodology used to carry out this project was action research, with the cross-sectional time horizon. Questionnaires were conducted using the QUESC quality of service measurement tool for all senior athletes practicing Korfball. Informal interviews were also conducted with senior athletes and semi-structured interviews with three specialists of this sport and two board members of the Club. The results achieved through the survey translate into good levels of quality of the service provided by CRCQL. A budget and calendar were also made for the actions required to implement this Marketing Plan in order to achieve the objectives outlined (eg, the recruitment of new athletes).
This Master's Final Project work, has as its main objective to define the marketing strategies and action plan for the Korfball section of Quinta dos Lombos Cultural and Recreational Club, for the season 2020 - 2021. The Club is located in Carcavelos, in the municipality of Cascais, in the district of Lisbon. The methodology used to carry out this project was action research, with the cross-sectional time horizon. Questionnaires were conducted using the QUESC quality of service measurement tool for all senior athletes practicing Korfball. Informal interviews were also conducted with senior athletes and semi-structured interviews with three specialists of this sport and two board members of the Club. The results achieved through the survey translate into good levels of quality of the service provided by CRCQL. A budget and calendar were also made for the actions required to implement this Marketing Plan in order to achieve the objectives outlined (eg, the recruitment of new athletes).
Descrição
Mestrado em Marketing
Palavras-chave
Plano de Marketing Marketing Desportivo Corfebol Marketing Mix de Serviços QUESC Qualidade de Serviços Marketing Plan Sports Marketing Korfball Marketing-Mix Services Service Quality
Contexto Educativo
Citação
Pinto, João Chanças Miranda da Silva (2019). "Plano de marketing Clube Recreativo e Cultural Quinta dos Lombos – Secção de Corfebol". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão