O contributo da comunicação mercadológica para a visibilidade dos clubes de futebol da província e cidade de Maputo caso de estudo: Clube Desportivo da Matola e Clube de Desportos de Maxaquene (2022 - 2023)

Abstract

In addition to establishing a good organizational climate, communication helps clubs financially through good implementation of marketing communication. This course culminating work analyses the contribution of marketing communication to the visibility of football clubs in the province and city of Maputo between 2022 and 2023: the case of Clube Desportivo da Matola and Clube de desportos do Maxaquene. The central objective was to understand marketing communication, the specific objectives were to identify the marketing communication strategies implemented by Mozambican football clubs and teams, describe the marketing communication tools used by Mozambican football clubs and teams, measure the degree of customer satisfaction external audience (supporters) in relation to the exposure of the activities of Mozambican football clubs and teams and identify the main barriers faced in the application of marketing communication in national football clubs and teams Mozambicans. The materialization of the research was made possible due to exploratory research, documentary research, bibliographic and field study. From the point of view of nature, this work was based on a quantitative and qualitative approach. Regarding the choice of the object of study, we chose probabilistic sampling. Regarding the data collection technique, is was used survey research, through questionnaires to fans and interviews with representatives of the two clubs. And, regarding the processing and analysis of data from this research, the statistical package SPSS 18.0 (Statistical Package for Social Sciences) was used, which is 1. A tool for data analysis, using basic and advanced statistical techniques. Thus, with the results collected, analysed and analysed, it was found that Mozambican clubs, both in the first league and in the second, present a tool for data analysis, using basic and advanced statistical techniques, weakened marketing communication as a result of the vanity in this area at the level of Mozambique, which has a very negative impact on the visibility of teams and clubs internally and internationally. With regard to the number of respondents, the universe was 400 people and the sample was 160 whose surveys were delivered to fans at the sports venues and the interviews were carried out at the facilities of the two clubs, as well as outside. These are two clubs in the Mozambican capital – Maputo –, the first being in the city of Maputo and the second in the province of Maputo, specifically Matola.