Elaboración de un Manual de Comunicación de Marketing aplicado a clubes deportivos. Caso de estudio: Club Deportivo Zen Team Predador

Abstract

This work collects information about communication, marketing, public relations, obtained from a qualitative and quantitative research in order to make a guide of marketing communication. Taking as a study case, the academy Zen Team Predator city of Cuenca. Through a survey developed by the academy students, we could get enough data and analyze their activities regarding the issue, we considered substantial to develope seven interviews with professionals specialized in the subject. It is important to demonstrate the role of marketing communication within an organization, it has revealed the most recommended strategies to put into practice within a sporting institution. It was found that the combined use of communication and marketing tools allow better organizational progress. Finally we proceeded to the development of the guide of marketing communication focused on sports field to enhance the production of sports clubs.