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Universidade Nove de Julho - UNINOVE

MPAGE - Programa de Mestrado Profissional em Administração – Gestão do Esporte

Disciplina Economia e Mercado no Esporte

Código da disciplina GEEL06

Linha de pesquisa Marketing Esportivo

Caracterização ( ) Obrigatória ( X ) Eletiva

Créditos/Carga 2 créditos / 30 horas

Ementa

Tópicos em Economia do Esporte e Marketing Esportivo. Domínios conceituais do Marketing Esportivo

e da Economia do Esporte. Formação dos mercados esportivos. Cultura de Consumo nos Esportes.

Comportamento do Consumidor no Esporte. Estratégia de Marketing em Organizações Esportivas.

Retromarketing no Esporte. Reputação, imagem e identidade em organizações esportivas. Pesquisa

prática em Marketing Esportivo. Métodos qualitativos no Marketing Esportivo. Métodos Quantitativos

no Marketing Esportivo.

Referências bibliográficas

REFERÊNCIAS BÁSICAS:

1. Arnould, E. & Thompson, C. Consumer Culture Theory (CCT): Twenty Years of Research.

(2005) Journal of Consumer Research. Vol. 31, N. 4, pp. 868-882.

2. Apostolopoulou, P. (2011). Ten Years of Integrating Research and Practice Perspective: A

Guide to Sport Marketing Quarterly Case Studies. Sport Marketing Quarterly. Vol. 20, pp. 227-

241.

3. Booth, C. & Rowlinson, M. (2006) Management and organizational history: Prospects.

Management and Organizational History. Vol. 1, N. 1, pp. 5-30.

4. Brown, S.; Kozinets, R. & Sherry Jr., J. (2003) “Sell Me the Old, Old Story: Retromarketing

Management and the Art of Brand Revival,” Journal of Customer Behavior, Vol. 2 (June), pp.

85-98.

5. Decrop, A. e Derbaix, C. (2010) Pride in Contemporary Sport Consumption: a marketing

perspective. Journal of the Academy of Marketing Science, Vol. 38, pp. 586-603.

6. Fullerton, S. & Merz, R. (2008) The Four Domains of Sports Marketing: a conceptual

framework. Sport Marketing Quarterly. Vol. 17, pp. 90-108.

7. Gaião, B.; Souza, I. & Leão, A. (2012) CCT já é uma escola de pensamento em Marketing?

RAE, Vol. 52, N. 3, pp. 330-344.

8. Pinto, M. & Lara, J. (2011) As experiências de consumo na perspectiva da teoria da cultura do

consumo: identificando possíveis interlocuções e propondo uma agenda de pesquisa. Cadernos

Ebape, Vol. 9, N. 1, pp. 37-56.

9. Robinson, C. & France, A. (2011) Comparing Sports Marketing of Amateur Team Sports to

Professional Team Sports. New Zealand Journal of Applied Business Research. Vol 9, N. 1 pp.

47-61.

10. Rocha, A. & Rocha, E. (2007) Paradigma Interpretativo nos Estudos de Consumo: retrospectiva,

reflexões e uma agenda de pesquisas para o Brasil. RAE, Vol. 47, N. 1, pp. 71-80.

11. Smart, B. (2007) Not playing around: global capitalism, modern sport and consumer culture.

Global Networks. Vol. 7, N. 2, pp. 113-134.

12. Smith, R. & Lux, D. (1993). Historical Method in Consumer Research. Journal of Consumer

Research. Vol 19, N.4, pp. 595-610.

REFERÊNCIAS COMPLEMENTARES:

1. Blann, F. & Armstrong, K. (2007). Sport marketing. In: Contemporary Sport Management.

Editors: Parks, Janet B.; Quaterman, Jerome; Thibault, Lucie. 3. ed. United States of America:

Human Kinetics, pp. 193-217.

2. Booth , R. (2009) Sports Economics. The Australian Economic Review, Vol. 42, N. 3, pp. 377-

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385.

3. Botterill, J. Cowboys, Outlaws and Artists: the rethoric of authenticity and contemporary jeans

and snicker advertisements. Journl of Consumer Culture, Vol. 7, n. 1, pp. 105-125.

4. Brown, S.; Kozinets, R. & Sherry Jr., J. (2003) Teaching Old Brands New Tricks: retrobranding

and the revival of brand meaning. Journal of Marketing, Vol. 67, July, pp. 19-33.

5. Kim, Y. & Trail, G. Constraints and Motivators: A new model to explain sport consumer

behavior. Journal of Sport Management, Vol. 24, pp. 190-210.

6. Kwak, H. ; Kim, Y & Hirt, E. (2011) Exploring the Role of Emotions on Sport Consumer’s

Behavioral and Cognitive Responses to Marketing Stimuli. European Sport Management

Quarterly. Vol. 11, N. 3, pp. 225-250.

7. Ramshaw, G. (2005) Nostalgia, Heritage and Imaginative Sports Geographies: sport and cultural

landscapes. Paper Presented at the Forum UNESCO University and Heritage. 10th International

Seminar “Cultural Landscapes in the 21st Century”. NewcastleuponTyne. April 2005. pp. 1-7.

8. Savitt, R. (1980) Historical Research in Marketing. Journal of Marketing. Vol. 44 (Fall), pp. 52-

58.

9. Üsdiken, B & Kieser, A. (2004) Introduction: History in Organization Studies. Business History,

Vol. 46, N. 3, pp. 321-330.