Plan de marketing Athletic Club

El TFG consiste en la realización de un plan de marketing para la entidad deportiva Athletic Club. El trabajo está efectuado en idioma español.

The Computer as Coach: An Athletic Paradigm for Intellectual Education

Over the next five years, computer games will find their way into a vast number of American homes, creating a unique educational opportunity: the development of "computer coaches" for the serious intellectual skills required by some of these games. From the player's perspective, the coach will provide advice regarding strategy and tactics for better play. But, from the perspective of the coach, the request for help is an opportunity to tutor basic mathematical, scientific or other kinds of knowledge that the game exercises.

Risk Perception Influences Athletic Pacing Strategy.

PURPOSE: To examine risk-taking and risk-perception associations with perceived exertion, pacing and performance in athletes. METHODS: Two experiments were conducted in which risk-perception was assessed using the domain-specific risk-taking (DOSPERT) scale in 20 novice cyclists (Experiment 1) and 32 experienced ultra-marathon runners (Experiment 2). In Experiment 1, participants predicted their pace and then performed a 5 km maximum effort cycling time-trial on a calibrated KingCycle mounted bicycle. Split-times and perceived exertion were recorded every kilometer. In experiment 2, each participant predicted their split times before running a 100 km ultra-marathon. Split-times and perceived exertion were recorded at 7 check-points. In both experiments, higher and lower risk-perception groups were created using median split of DOSPERT scores. RESULTS: In experiment 1, pace during the first km was faster among lower compared to higher risk-perceivers, t(18)=2.0 P=0.03, and faster among higher compared lower risk-takers, t(18)=2.2 P=0.02. Actual pace was slower than predicted pace during the first km in both the higher risk perceivers, t(9)=-4.2 P=0.001, and lower risk-perceivers, t(9)=-1.8 P=0.049. In experiment 2, pace during the first 36 km was faster among lower compared to higher risk-perceivers, t(16)=2.0 P=0.03. Irrespective of risk-perception group, actual pace was slower than predicted pace during the first 18 km, t(16)=8.9 P<0.001, and from 18 to 36 km, t(16)=4.0 P<0.001. In both experiments there was no difference in performance between higher and lower risk-perception groups. CONCLUSIONS: Initial pace is associated with an individual's perception of risk, with low perceptions of risk being associated with a faster starting pace. Large differences between predicted and actual pace suggests the performance template lacks accuracy, perhaps indicating greater reliance on momentary pacing decisions rather than pre-planned strategy.

O Impacto dos Social Media no Comportamento dos Consumidores de Health Clubs em Portugal

Este estudo enquadra-se num contexto do Marketing Digital e do Comportamento do Consumidor, tendo como tema o impacto dos social media no comportamento dos consumidores de health clubs no mercado português. O principal objectivo deste trabalho está em perceber até que ponto são os consumidores influenciados por aquilo que é publicado nos social media, no momento de aderir a um health club. O desenvolvimento da Web 2.0 proporcionou o aparecimento de uma nova forma de comunicação através dos social media. Inicialmente apareceram como meio de comunicar entre familiares e amigos, só há pouco tempo os social media começaram a ser vistos pelas empresas como uma ferramenta de comunicação. A partir de então a forma de comunicar das empresas sofreu significativas alterações. Como consequência desta nova forma de comunicação, deparamo-nos com uns consumidores mais informados, activos e exigentes que exercem um maior controlo sobre consumo que fazem dos media. De acordo com um estudo da Marktest de 2013, é o Facebook que lidera as preferências dos utilizadores das redes sociais. Numa sociedade de consumo onde reina o culto ao corpo, o desporto assume actualmente um papel fulcral no bem-estar dos indivíduos pois não só é visto como meio para se melhorar as condições físicas e de saúde mas também como meio de relaxamento e anti-stress. Desde os anos 80 que se tem vindo a multiplicar os health clubs pelos centros urbanos, altura em que a prática de exercício físico começou a assumir uma maior regularidade na vida dos portugueses. No entanto, constatamos nos dias de hoje que existe uma grande preocupação em corresponderem às necessidades da sociedade relativamente à prática de actividade física. De modo a perceber-se melhor esta problemática foi desenvolvida uma investigação focada nas páginas na rede social Facebook de health clubs do mercado português. Neste estudo foram utilizados estudos do tipo qualitativo e quantitativo. No que respeita ao método qualitativo recorremos a duas entrevistas exploratórias estruturadas a responsáveis pela concepção e implementação das estratégias de Marketing Digital nos departamentos de Comunicação e Marketing de dois diferentes health clubs. Por outro lado, utilizamos o inquérito por questionário, onde foram recolhidas cem respostas, e a observação directa às páginas do Facebook do Fitness Hut Arco do Cego, Solinca, Holmes Place Alvalade e Virgin Active Portugal em dois diferentes dias. Apesar de se concluir que a maioria dos inquiridos não só tem conhecimento que o health club que frequenta tem página numa rede social como também é seguidor/amigo/colocou um like na mesma, a percentagem de inquiridos que afirma que a sua decisão no momento de escolha em aderir a um health club foi condicionada por um comentário que publicado numa rede social é bastante reduzida. Porém, a mesma situação aplicada a comentários/ posts num blogue ainda é mais insignificante. Outra conclusão a que chegámos prende-se com o facto das páginas de Facebook dos health clubs estarem, pelo conteúdo publicado, mais direccionadas para satisfazer as necessidades dos consumidores que já são clientes do que para conquistar novos.

Food habits and sport activity during adolescence: differences between athletic and non-athletic teenagers in Switzerland.

OBJECTIVE: To describe food habits and dietary intakes of athletic and non-athletic adolescents in Switzerland. SETTING: College, high schools and professional centers in the Swiss canton of Vaud. METHOD: A total of 3,540 subjects aged 9-19 y answered a self-reported anonymous questionnaire to assess lifestyles, physical plus sports activity and food habits. Within this sample, a subgroup of 246 subjects aged 11-15 also participated in an in-depth ancillary study including a 3 day dietary record completed by an interview with a dietician. RESULTS: More boys than girls reported engaging in regular sports activities (P<0.001). Adolescent food habits are quite traditional: up to 15 y, most of the respondents have a breakfast and eat at least two hot meals a day, the percentages decreasing thereafter. Snacking is widespread among adolescents (60-80% in the morning, 80-90% in the afternoon). Food habits among athletic adolescents are healthier and also are perceived as such in a higher proportion. Among athletic adolescents, consumption frequency is higher for dairy products and ready to eat (RTE) cereals, for fruit, fruit juices and salad (P<0.05 at least). Thus the athletic adolescent's food brings more micronutrients than the diet of their non-athletic counterparts. Within the subgroup (ancillary study), mean energy intake corresponds to requirements for age/gender group. CONCLUSIONS: Athletic adolescents display healthier food habits than non-athletic adolescents: this result supports the idea that healthy behavior tends to cluster and suggests that prevention programs among this age group should target simultaneously both sports activity and food habits.

Extensor carpi ulnaris (ECU) subsheath: Normal MRI appearance and findings in athletic injuries : 40

Purpose: First, to report ECU subsheath's normal MRI appearance and the findings in athletic injuries. Second, to determine the best MRI sequence for diagnosis. Methods and materials: Sixteen patients (13 males, 3 females, mean age 30.3 years) with ECU subsheath's athletic injuries sustained between January 2003 and June 2009 were retrospectively reviewed. Wrist MRI studies were performed on 1.5-T units and consisted of at least transverse T1 and STIR sequences in pronation, and FS Gd T1 in pronation and supination. Two radiologists assessed the following items, in consensus: injury type (A to C according to Inoue), ECU tendon stability, and associated lesions (ulnar head oedema, extensor retinaculum injury, ECU tendinosis and tenosynovitis). Then, each reader independently rated the sequences' diagnostic value: 0 = questionable, 1 = suggestive, 2 = certain. Follow-up studies were present in 8 patients. ECU subsheath's normal visibility (medial, central and lateral parts) was retrospectively evaluated in 30 consecutive control MRI studies. Results: FS Gd T1 sequences in supination (1.63) and pronation (1.59) were the most valuable for diagnosis, compared to STIR (1.22) and T1 (1). The study group included 9 type A, 1 type B and 6 type C injuries. There were trends towards diminution in pouches' size, signal intensity and enhancement in follow-up studies, along with tendon stabilization within the ulnar groove. In control studies, ECU subsheath's visibility in medial, central and lateral parts were noted in 66.7-80%, 63.3-80% and 30-50% respectively. Conclusion: ECU subsheath's athletic injuries are visible on 1.5-T MRI studies. FS Gd T1 sequences in supination and pronation are the most valuable.

Athletic Handbook from 1968-69

Athletic Handbook from 1968-69

Salivary testosterone and cortisol : role of athletic setting, game outcome, and game location /

Many studies investigating the relationship between hormones and competition have focused on athletic competition. The athletic setting enables r researchers to investigate the hormone-behaviour relationship in a relatively controlled environment. However, research to date has been based on observations made from single status contests and/or weekend tournaments and as such, does not provide a clear picture of an individual's average hormonal responses to both victory and defeat. In appreciation of this limitation, the current study tracked elite hockey players throughout a hockey season, measuring pre- and post-game salivary testosterone and Cortisol as well as psychological measures. I was interested in determining whether status outcome (win vs. loss) would influence an individual's testosterone and Cortisol responses to competition. Furthermore, I was also interested in assessing whether testosterone and Cortisol responses were specific to the competitive environment or whether similar hormonal responses would occur during non-competitive practice sessions. Last, I was interested in whether there were any differences in pre-game hormonal and psychological states depending on where the status contest was held: home versus away. The results indicated that game outcome moderated the testosterone responses to competition. That is, testosterone increased significantly more after a victory compared to a defeat. Furthermore, a loss of status produced significantly hreports, the players did not show an anticipatory rise in either Cortisol or testosterone prior to competition. In addition to the effects of status outcome on hormonal levels, it was also found that these hormonal responses were specific to competition. The athletes in the current study did not demonstrate any hormonal responses to the practice sessions. Last, there were significant differences in pre-game testosterone as well as in selfconfidence, cognitive, and somatic anxiety levels depending on the location at which the status contest took place. Pre-game testosterone and self-confidence levels were significantly higher prior to games played in the home venue. In contrast, pre-game somatic and cognitive anxiety levels were significantly higher prior to games played in the away venue. The current findings add to the developing literature on the relationship between hormones and competition. This was the first study to detect a moderating effect of status outcome on testosterone responses in a team sport. Furthermore, this was also the first study in humans to demonstrate that post-contest Cortisol levels were significantly higher after a loss of status. Last, the current study also adds to the sport psychology literature by demonstrating that pre-game psychological variables differ depending on where the status contest is being held: higher self-confidence at home and higher somatic and cognitive anxiety away. Taken together, the results from the current thesis may have important practical relevance to coaches, trainers and sport psychologists who are always trying to find ways to maximize performance. post-game Cortisol levels than did an increase in status. In contrast to previous

Contributing factors to women's sustained participation on varsity athletic teams /

This study explores the factors contributing to female athletes' sustained participation on varsity athletic teams. Ten open-ended interviews were conducted with female varsity athletes to investigate what contributes to their sustained involvement in sport until and throughout university. Each interview was transcribed and then coded for emergent themes and categories. Grounded in the data were themes such as socialization, support systems, motivational factors, passion, opportunity to play, and physical ability. The results demonstrate that for women to continue to participate in sport, a positive learning environment must be created in which the women may share and grow in their experiences as a collective whole. Relationships are a dominant factor for sustained participation in athletics. There are a number of questions presented that may lead to further research, specifically in regard to what physical educators and coaches may implement in an educational, athletic, or practice setting to enhance females' positive experiences.