Marketing deportivo para fortalecer la imagen corporativa del Club deportivo especializado formativo estudiantes de la plata del cantón Pallatanga

Abstract

The research work aimed to strengthen the corporate image of the “Club Deportivo Especializado Formativo Estudiantes de la Plata” from Pallatanga canton, through the development of sports marketing. Within the methodological framework involves the approach, level, design and types of research, useful for the collection and analysis of the necessary information of each of the variables, the development and understanding of the subject of study, methods, techniques and fundamental tools for the collection of information such as the interview with the interview instrument guide that was applied to the Club Manager, and the survey with its instrument was applied with a questionnaire with a sample of 372 people from Pallatanga canton organized and analyzed by applying the PEST matrix, value chain, mefi, mefe and finally the FODA. The results obtained yielded data relevant to the construction of the situational diagnosis of the company through the interview applied it was known that the Club does not have a business philosophy, a brand manual and the survey revealed that history is important to get fans for a football club and the most used means of communication to receive information from their favorite football team are social networks. It is concluded that sports marketing helped strengthen the corporate image of the Club, finally it is recommended to implement the strategies proposed in the work in addition to formulating new strategies after a period of time prior analysis of the situation of the institution.