Influência do marketing desportivo na gestão organizacional da Universidade APolitécnica de Moçambique (Original)
Palabras clave:
Marketing; Sports marketing; Sport; Institutions of higher education; Basketball.Resumen
O desporto, com sua característica de envolvimento emocional e prazeroso com diferentes públicos, é constantemente utilizado no marketing que envolve diferenciação, aproximação de clientes específicos e busca de desenvolvimento de valores fundamentais importantes para o ambiente competitivo. Assim, este estudo teve como objectivo analisar como o desporto foi inserido nas Instituições de Ensino Superior em Moçambique e como é utilizado no marketing, através do estudo de caso da Universidade A Politécnica de Moçambique. Optou-se por realizar o estudo de forma exploratória, com uma análise qualitativa, a fim de obter informações mais aprofundadas sobre o tema. Verificou-se que o desporto é uma variável fundamental na gestão organizacional muito mais do que um simples canal de comunicação. Iniciado através de parcerias com clubes tradicionais da cidade de Maputo. Assim, a relação com o desporto fortalece a marca num contexto social e são obtidas vantagens competitivas no mercado, tornando a instituição um exemplo no que diz respeito à união entre desporto e marketing.
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Referencias
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Ali, M. M. & Mokhtari, R. & Zade, M. I. (2023). Analysis of Effective Factors Marketing Development of Iran Wrestling Federation of Iran. Research in Sport Management and Marketing, 4 (2), 40-52.
Almomani, Z., Al-Hawary, M, Oudat, M. & Al Okor, A. (2019). The Effectiveness of Sports Marketing Strategies in the Jordanian Physical Education Faculties from View of the Graduate Students. International Journal of Higher Education, 8(4), 61-71. Recuperado de http://ijhe.sciedupress.com
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Reihani, E. &Khatibzadeh, M. (2021). Marketing Mix in Sport Tourism Context. Journal of New Studies in Sport Management (JNSSM), 2(3), 247- 255. Doi: 10.22103/jnssm.2021.17647.1027 Journal homepage: https://jnssm.uk.ac.ir/
Rodríguez, B. (2014). El marketing deportivo: herramienta de dirección en las organizaciones deportivas. Podium. Revista electrónica de Ciencia y Tecnología en la Cultura Física, 9(26), 114-119.
Romero S., Yolmer A. (2010). Comparación de la dimensión estratégica del marketing en el deporte profesional venezolano. Caso: Fútbol (2003-2004) y Baloncesto (2008). Actualidad Contable Faces, 13(20), 124-135. Recuperado de http://www.redalyc.org/articulo.oa?id=25715828010
Schyvinck, C. & Willem, A. (2017). A typology of cause-related marketing approaches in European professional basketball. Sport Management Review, 1-16. http://dx.doi.org/10.1016/j.smr.2017.08.006
Yousaf, M. S., Naz, T., Asghar, E., Touqeer, M., Shahzad, N. &Liaquat, A. (2021). The effects of social media marketing on sports by using sports videos on facebook and instagram to attract the peoples to watch more sports. Journal of Contemporary Issues in Business and Government, 27(5). Recuperado de https://cibg.org.au/
Zhang, Y. (2021). Research on Specific Methods of Using Sports Marketing Technology to Increase Basketball Viewership in Canada. Advances in Economics, Business and Management Research, 203, 851-856.
Ajeigbe, I. Y. (2021). Influence of Sports Marketing Strategies in the Promotion of Organization Products and Services in Ilorin Metropolis. Indonesian Journal of Sport Management, 1(2), 128-137. Recuperado de https://ejournal.unma.ac.id/index.php/ijsm
Ali, M. M. & Mokhtari, R. & Zade, M. I. (2023). Analysis of Effective Factors Marketing Development of Iran Wrestling Federation of Iran. Research in Sport Management and Marketing, 4 (2), 40-52.
Almomani, Z., Al-Hawary, M, Oudat, M. & Al Okor, A. (2019). The Effectiveness of Sports Marketing Strategies in the Jordanian Physical Education Faculties from View of the Graduate Students. International Journal of Higher Education, 8(4), 61-71. Recuperado de http://ijhe.sciedupress.com
Anguisaca, V. N., Bautista, B. I., Pineda, R. C. & Moreno, G. M. (2018). El marketing deportivo como estrategia para el futbol profesional ecuatoriano. OLIMPIA. Revista de la Facultad de Cultura Física de la Universidad de Granma, 15(49), 248-259.
Cardona, L. M. & Cardona, S. (2020). Tendencias y retos en la gestión de organizaciones deportivas: Perspectivas en Colombia. SPORT TK: Revista Euroamericana de Ciencias del Deporte, 10(1), 59-66.
Claudio, E., Quintana, D. & Ponte de los Reyes, L. R. (2021). Modelo de planificación y control para la gestión deportiva competitiva: caso práctico baloncesto. RevistaAcción, 17, 1-5.
Edwards, A. & Skinner, J. (2009). Qualitative research in sport management. Burlington, MA, EUA: Elsevier-BH.
Goebert, C. & Greenhalgh, G. P. (2020). A new reality:Fan perceptions of augmented reality readiness in sport marketing. Computers in Human Behavior, 106. Recuperado de https://doi.org/10.1016/j.chb.
Guillen, L., Martínez, L., & Montano, F. (2018). La responsabilidad social en el marketing deportivo. Universidad y Sociedad, 10(2), 175-180. Recuperado de http://rus.ucf.edu.cu/index.php/rus
Huang, G. & Sun, Z. (2022). Research Based on the Operation of NBA Marketing Strategy. SHS Web of Conferences, 148, 03058, 1-5 https://doi.org/10.1051/shsconf/202214803058
Huang, Y. & Hsu, J. H. (2017). The applications of social media in sports marketing. Sports Journal Sports Society of the Republic of China, 50(12). 1-18. DOI:10.3966/10247297201712500S001
Lopes, F. (2006). Esporte no Campus: Para instituições, investir no setor ajuda na promoção da marca. Revista Ensino Superior, 2006. Disponível em: <http://www.revistaensinosuperior.com.br/>.
Manoli, A. E. (2018). Sport marketing’s past, present and future; an introduction to the special issue on contemporary issues in sports marketing. Journal of Strategic Marketing, 26, 1, 1-5, https://doi.org/10.1080/0965254X.2018.1389492
Martínez, J. A. (2015). David Falk: Algunas cuestiones abiertas para el marketing deportivo. RICYDE. Revista internacional de ciencias del deporte, 11(40), 186-191. http://dx.doi.org/10.5232/ricyde2015.04007
Martínez, R. A., Jarava O. & Salazar, L. (2021). Estrategias para mejorar el marketing deportivo en la liga de sóftbol de sucre. GADE: REV. CIENT, 1(1), 11-22.
Matic, R. M. (2022). Marketing Concept in Elite Team Sports Clubs in Serbia: Impact of Leadership Styles, Organizational Learning Culture, and Climate for Innovation. Montenegrin Journal of Sports Science and Medicine, 11(1), 71–80. https://doi. org/10.26773/mjssm.220309
Miranda, Y. Rodrigues, Y. R., Barros, M. A, Rodrigues, V. H. & Mulatinho de Queiroz, C. A. (2022). Consumption of the National Basketball Association in Brazil: the motives of distant fans. Motriz, Rio Claro, 5(28), 1-8. DOI: http://dx.doi.org/10.1590/S1980-65742022012621.
Nogales, J. F. (2006). Estrategias de marketing en clubes deportivos. E-balonmano.com: Revista de Ciencias del Deporte, 2(3), 45-52. Recuperado de http://www.redalyc.org/articulo.oa?id=86502301
Reihani, E. &Khatibzadeh, M. (2021). Marketing Mix in Sport Tourism Context. Journal of New Studies in Sport Management (JNSSM), 2(3), 247- 255. Doi: 10.22103/jnssm.2021.17647.1027 Journal homepage: https://jnssm.uk.ac.ir/
Rodríguez, B. (2014). El marketing deportivo: herramienta de dirección en las organizaciones deportivas. Podium. Revista electrónica de Ciencia y Tecnología en la Cultura Física, 9(26), 114-119.
Romero S., Yolmer A. (2010). Comparación de la dimensión estratégica del marketing en el deporte profesional venezolano. Caso: Fútbol (2003-2004) y Baloncesto (2008). Actualidad Contable Faces, 13(20), 124-135. Recuperado de http://www.redalyc.org/articulo.oa?id=25715828010
Schyvinck, C. & Willem, A. (2017). A typology of cause-related marketing approaches in European professional basketball. Sport Management Review, 1-16. http://dx.doi.org/10.1016/j.smr.2017.08.006
Yousaf, M. S., Naz, T., Asghar, E., Touqeer, M., Shahzad, N. &Liaquat, A. (2021). The effects of social media marketing on sports by using sports videos on facebook and instagram to attract the peoples to watch more sports. Journal of Contemporary Issues in Business and Government, 27(5). Recuperado de https://cibg.org.au/
Zhang, Y. (2021). Research on Specific Methods of Using Sports Marketing Technology to Increase Basketball Viewership in Canada. Advances in Economics, Business and Management Research, 203, 851-856.
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2023-06-18
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Influência do marketing desportivo na gestão organizacional da Universidade APolitécnica de Moçambique (Original) . (2023). Revista científica Olimpia, 20(2), 375-395. https://revistas.udg.co.cu/index.php/olimpia/article/view/3961
