| Code |
13760
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| Year |
3
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| Semester |
S1
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| ECTS Credits |
5
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| Workload |
T(15H)/TP(30H)
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| Scientific area |
Sports Sciences
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Entry requirements |
Not applicable
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Mode of delivery |
TE - TP - OT
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Work placements |
not applicable
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Learning outcomes |
Objectives: Develop, organize and coordinate sport products / services, in different organizational contexts, through the application of conceptual and technical tools of management.
Learning Outcomes:
1) Understand and apply the concept of strategy and strategic development in several organizational contexts;
2) Know, understand and apply the concept of sustainable development in the application of different human, material and financial resources;
3) Develop sport programs and projects based on market analysis;
4) Organize sports products / services;
5) Application of marketing tools and definition of quality systems to mesure the quality of service.
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Syllabus |
1. Sports Marketing
1.1. Consumer behavior
1.2. Market segmentation
1.3. Target Market determination
1.4. Market Positioning
1.5. Product /Services
1.5.1. Life Cycle of Products / Services
1.6. Price
1.7. Promotion
1.8. Placement
1.9. People, Physical Evidence and Process
2. Strategic Development in Sport Organizations
2.1. Strategy concept
2.2. Typology of strategies
2.3. Strategic development
2.4. Analysis of the business portfolio
2.5. Developing a Business Plan
3. Sports Markets
3.1. Sport and Community Development
3.2. Sport Events
3.3. Tourism, Leisure and Recreation
3.4. Non profit Sport Clubs
3.5. Fitness
3.6. Professional Sports
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Main Bibliography |
- Bernard, J. et al (1999) Marketing Deportivo, 2ªedição, Editora Paidotribo. ISBN: 84-8019-186-4
- Correia, A., Biscaia, R. & Ribeiro, T. (2023). “Lições em Gestão do Desporto”. Lisboa: Quântica Editora. ISBN:9789899101968.
- Correia, A., Biscaia, R. (2019). “Gestão do Desporto - Compreender para Gerir”. Lisboa: FMH.ISBN:978-972-735-236-4
- Donnely Jr., et al (2000) Administração – Princípios de Gestão Empresarial, Editora McGraw-Hill.ISBN: 972-773-037-X
- Pedersen, P.; Parks, J.; Quarterman, J.; Thibault, L. (2011). Contemporary Sport Management. Human Kinetics. ISBN: 978-1-7182-0299-3
- Smith, A. (2012). Introduction to Sports Marketing. Routledge. ISBN: 978-1-138-02295-9
- Ratten V. “Sport Entrepreneurship and Public Policy. Contributions to Management Science”,Springer. ISBN:978-3-030-29457-1
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Teaching Methodologies and Assessment Criteria |
The classes are T and TP. The pedagogical methodologies used combine a part of theoretical exposition using examples of organizations that operate in the field of sport and also the analysis and discussion around practical cases that allow the articulation of different tools necessary for the accomplishment of planning and organization of sport products / services. Practical exercises will be developed to stimulate students to carry out field research, so that they can apply the contents to specific cases. The students will be evaluated through a written test, and a practical work (elaboration of a business plan, or practical projects of sport events).
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Language |
Portuguese. Tutorial support is available in English.
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