Pós-Graduação em Organização e Gestão no Futebol Profissional

2020/2021

EXAME ÉPOCA NORMAL

Dia 7 de Janeiro de 2021

MÓDULO: 2. Marketing e Comunicação
Susana Costa e Silva | Ana Côrte-Real

Notas:
 Tempo máximo: 1 hora
 O teste é de consulta, mas apenas de materiais impressos.
 Não é permitido o uso de qualquer tipo tecnologia.
 As questões valem exatamente o mesmo (1/3 de 20 valores) e deverão ser respondidas em folhas separadas.
 Cada questão/alínea deverá ser respondida usando no máximo uma folha A4.

Questão I

Tendo por base o excerto acima, por favor indique:

Qual o problema identificado, importância de alteração do paradigma atual e formas sugeridas de atuação
mais consentâneas com uma gestão profissional.
 Pós-Graduação em Organização e Gestão no Futebol Profissional
2020/2021

Questão II

A iniciativa Bundesliga Legends Network criada há 3 anos, procura promover a Bundesliga e os seus clubes.
Na rede incluem-se os jogadores acima.
 Pós-Graduação em Organização e Gestão no Futebol Profissional
2020/2021

Qual o potencial deste tipo de iniciativa para promover o futebol nacional? Indique sugestões de como é que
uma iniciativa desta natureza poderia ser operacionalizada no futebol português de modo a poder contribuir
positivamente para o ciclo virtuoso da gestão desportiva para cada tipo de entidade envolvida. Dê exemplos
sempre que possível (reais ou não).

Questão 3
“A génese sociocultural da maioria dos desportos é tal que apresenta desafios que os marketers de
outros produtos não enfrentam. Entre eles está a lealdade inabalável que adeptos têm para com os
seus clubes, a influência familiar e o papel da demografia junto dos comportamentos de consumo. Ao
contrário de outros produtos, o desporto é consumido de uma forma irracional, ao invés de uma lógica
racional ou económica. A lógica diria que, se um produto fica constantemente abaixo das expectativas, as
pessoas deixarão de comprá-lo. No desporto, este raciocínio nem sempre funciona” (Beech e Chadwick,
2007: 10)
Com base no modelo de marca lecionado comente esta afirmação, explicitando os desafios inerentes à gestao
de uma marca de um clube desportivo.

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 Pós-Graduação em Organização e Gestão no Futebol Profissional
2020/2021

Resposta Questão 1

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2020/2021

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 Pós-Graduação em Organização e Gestão no Futebol Profissional
2020/2021

Resposta Questão 2

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2020/2021

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 Pós-Graduação em Organização e Gestão no Futebol Profissional
2020/2021

Resposta Questão 3

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 Pós-Graduação em Organização e Gestão no Futebol Profissional
2020/2021

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