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Management and Marketing of Nature Sports

Scholar Year: 2021/2022 - 2S

Code: DN10    Acronym: GMN
Scientific Fields: Marketing e Publicidade
Section/Department: Science and Technology


Acronym N. of students Study Plan Curricular year ECTS Contact hours Total Time
TSPDN 43 5,0 45 135,0

Teaching weeks: 15


Amílcar Sardinha AntunesHead

Weekly workload

Hours/week T TP P PL L TC E OT OT/PL TPL O S
Type of classes


Type Teacher Classes Hours
Contact hours Totals 1 3,00
Amílcar Antunes   3,00

Teaching language


Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

Understand the organization of the services of nature sports.
Understand consumer behavior.
Know the sports market, in its different dimensions, recognizing its importance in sports, social, economic and political.


Definition and characteristics of the sports product; The essence and the extension of the sports product; The components; Questions of sports products: Differentiation; Product development; Brand Positioning and Definition; The cycle Life of the product; The importance of the brand in the sports product.

What is a market; Market studies; Main categories of information.

Theories and Explanatory Models of Consumer Behavior.

The individual explanatory variables; The sociological explanatory variables; Analysis of the decision process.

Principles and process of segmentation; Segmentation criteria; How to choose targeting criteria; The main Methods of market sharing.

Concept of positioning; The choice of distinctive features; Differentiation; Process of elaboration of a

Nature and function of the brand; Brand development; Brand functions; Brand types; The identity of the brand; The Brand image; Brand policies.

Price Policy on Sporting Goods and Services; Distribution channels; The location and its importance in the distribution; The facilities.

Process and Context of Communication; Stages of a Communication Strategy; Conditions for Effective Communication.

Analysis and diagnosis of the situation; Goal Setting; The strategic options of Marketing; The Plan.

Demonstration of the syllabus coherence with the UC intended learning outcomes

The program contents reflect a theoretical structure, the way of organizing the markets and the importance of Marketing for the management of nature sports.

Teaching methodologies

The unit is biannual and the organization regarding the approach of its programmatic contents is based on two parts: a part destined to theoretical studies and another part destined to the application of the theory.

For the practical / applied studies the working methods are diversified and according to the aims of each class. The most frequently performed by the students are the presentation of topics, discussion panels, individual and/or small group work, the preparation of synthesis and reflection sheets on theory, fieldwork and the work of Project.

The evaluation is continuous and the students integrated in it are subject, during the process, to the small practical works of reflection and/or deepening of the study carried out, as well as specific situations of questioning. Attendance is a factor to be taken into account in the process of continuous assessment of students.

Knowing how these products and services are conceived, developed, organized and structured, as well as the techniques, strategies and options to be followed to constitute responses to market demand, are goals of the unit.

Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes

Demonstration of the coherence of teaching methodologies with the learning goals of the curricular unit.

Particular importance is given to interactive methodologies, teaching by discovery, involving students in the teaching-learning process, centered on an approach of theoretical concepts referenced by scientific research and its application to practical situations.

Assessment methodologies and evidences

Continuous evaluation

(Evaluation in normal regime)
- Participation - 10%.
- Group work - 40%.
- Tests - 50%
Final exam: students who do not obtain a final grade greater than or equal to 9.5 in the continuous assessment system will be sent to the final exam.
To be in the continuous assessment process, the student must meet an attendance of 75%.

For the purpose of attributing the final grade, the Professor may stipulate, if he deems it necessary for a better clarification of the evaluation process, the oral discussion of any of the productions developed by the students.

Final evaluation
As an alternative to continuous assessment, students can take a final exam. If they choose the final exam, they can, like the other students, follow the activities carried out on the UC page on the moodle platform and ask the teacher their questions.

Attendance system

a) Be present in 80% of the lessons and participate in the discussion of the issues under analysis, as well as in the accomplishment of the proposed works.

b) Read the supporting bibliography and be prepared to review and discuss the topics presented.

c) Perform the tasks and the scheduled work, evidencing clearly and accurately the appropriation of the knowledge on the subject.


Marques, A. (2012). Marketing Relacional. 1ª edição. Lisboa: Edições Sílabo.

Lendrevie, J., Lindon, D., Dionísio, P., Rodrigues, V. (2004). Mercator XXI– Teoria e Prática do Marketing. 10ª edição. Lisboa: Publicações Dom Quixote.

Mullin, B., Hardy, S., Sutton, W. (2004). Marketing Esportivo. 2ª Edição. S. Paulo: Editora Artmed.

Correia A., Costa, C., Mamede, P., Sacavém, A. (2000). Serviços de Qualidade no Desporto: Piscinas, Polidesportivos e Ginásios.

Manual do Ciclo de Acções de Formação. Lisboa: Centro de Estudos e Formação Desportiva, Secretaria de Estado do Desporto.

Arraya, M., & Silva, M. N. (2014). Tendências Contemporâneas da Gestão Desportiva. Lisboa: Visão e contextos, Edições e Representações, Lda.
Dionísio , P. (2009). Casos de Sucesso em Marketing Desportivo . Alfragide: Publicações Dom Quixote .
Hoey, R., Smith, A. C., Stewart, B., & Westerbeek, H. (2012). Sport Management Principles and applications 3ªedition. New York: Routledge.
Masteralexis, L. P., Barr, C. A., & Hums, M. A. (2012). Principles and Practice of Sport Management (Fourth edition ed.). USA: Jones & Bartlett Learning.
Smith, A. C. (2008). Introduction to Sport Marketing . USA: Elsevier.



Students with special statuses, who can not be present at the planned sessions, must inform the teacher about this status in the first fifteen days of classes, defining a work plan to be developed and evaluation criteria adapted according to the particular possibilities and conditions of the students involved, in order to allow the follow-up of classes and their continuous evaluation.

Página gerada em: 2022-05-24 às 16:36:00