Document Type : Research Paper
Authors
1 PhD student in sports management, Department of Physical Education and Sports Sciences, Faculty of Physical Education and Sports Sciences, Shahrood University of Technology, Shahrood, Iran.
2 Assistant Professor of Sports Management, Department of Physical Education and Sports Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood, Iran.
Abstract
The purpose of the current research was to design a paradigmatic model for the development of sports marketing in Iranian schools with the foundation data approach. Due to the exploratory nature of the current research, the data base method was used with a systematic approach, and the data collection method was based on conducting semi-structured interviews. The research findings were evaluated in conventional ways to ensure their reliability. The participants of the research were 13 experts, including professors of sports management, members of the student sports federation, former heads of the General Department of Education and sports teachers, who were selected purposefully. The result of the data analysis was the extraction of 94 concepts in the form of 19 categories that play a role in developing the school sports marketing development model. Among these, 3 categories of contextual conditions (sports governance, interaction and institutional communication and entrepreneurship and innovation in sports), 3 categories of causal conditions (economic stability and stability, media management and knowledge-based economy in sports), 2 categories of intervention conditions (cultural development and resistance economy in schools), 6 strategy categories (event branding, stakeholder management, synergy with the private sector, human resource training, marketing program agility and revision and amendment of laws) and 5 consequence categories (promoting thinking Economic in sports, development of educational sports, organization of school sports equipment, monitoring and supervision of performance and development of talent management in schools) were categorized as consequences of economic discourse model of school sports. According to the strategies extracted from the research, it is suggested that for the marketing capability of the school sports system, relevant bodies and organizations should take care in implementing a transparent and favorable marketing system for student sports by interacting more with each other.
Main Subjects
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