Consulting project for SJPF: redesigning a financial literacy programme for professional football players - proposing an advertisement strategy and assessing the programme-s short versus long-term impact

• Autor(a) principal: Lourenço, Maria Beatriz Matias
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/142612
• topic: Strategy; Education; Promotion; Covid-19 pandemic; Financial literacy; Sjpf; Football players; Clubs; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The project’s goal is to redesign a financial literacy programme, in partnership with SJPF, considering the challenges of COVID-19. In fact, the programme could not be successfully implemented due to the players’ lack of motivation, PNFF requirements, lack of HR availability and CNSF complexity. Taking in to account the project’s goal, internal and external factors were studied to assess the programme’s current situation. These were followed by quantitative and qualitative analyses as well as an external benchmarking, from which several recommendations were developed. SJPF could implement an advertisement plan considering existing social media platforms, the power of word- of- mouth and the delegates.