The need for an outsourcing development of sports marketing activities in academic sport

Subject Areas :

رحیم شیرازی نژاد ^{1 *} , احمد ترک فر ² , محمد صادق افروزه ³ , حمیدرضا صفری جعفرلو ⁴ , مریم قدسی ⁵

1 - دانشجوی دکتری مدیریت ورزشی، واحد جهرم، دانشگاه آزاد اسلامی، جهرم، ایران
2 - گروه تربیت بدنی، واحد شیراز، دانشگاه آزاد اسلامی،شیراز، ایران
3 - استادیار دانشکده علوم انسانی،گروه علوم ورزشی، دانشگاه جهرم، جهرم، ایران
4 - استادیارگروه علوم ورزشی، دانشکده ادبیات و علوم انسانی، دانشگاه آزاد اسلامی، جهرم، ایران
5 - استادیار گروه ریاضی و آمار، واحد جهرم، دانشگاه آزاد اسلامی، جهرام، ایران

Received: 2020-05-05 Accepted : 2020-09-09 Published : 2022-08-23

Keywords: Marketing, outsourcing, Sport of Academic, Con,

Abstract :

The need for an outsourcing development of sports marketing activities in academic sport Abstract The present study was designed and implemented to assess the development of outsourcing of sports marketing activities in university sports. The present research is a mixed research carried out in qualitative and quantitative methods. The statistical population of the present study in the qualitative section included all experts familiar with the field of university sports and marketing across the country in public, free, Payam-e-Noor and applied science universities. These included some academic experts, instructors from academic teams, faculty members familiar with the field of research, as well as physical education directors from the country's universities. It is estimated that there were about 190 of them. In the qualitative part, the sampling method was targeted. For this purpose, 12 elites and experts were selected as the research sample in the qualitative section. According to Morgan's sample size chart, 123 people were used as a sample in the quantitative research section. In a small section, in order to determine the research samples, the available sampling method was used. Thus, after broadcasting and collecting questionnaires, 108 questionnaires were analyzed.The data gathering tool was a questionnaire and interview. In the quantitative analysis section, Structural Equation Method with Python approach is used. The qualitative research results showed that 41 characteristics were extracted through interviews, and these characteristics were classified into 6 categories including strategic considerations, technical infrastructure, management processes, academic quality of academic sport, facilitation of law and motivational characteristics. The results of the research showed that among the needs related to the development of outsourcing of sports marketing activities in academic sport, management processes with the impact of 95.2% of the most important needs have been identified. Also, the results of this study showed that the need for technical infrastructure with the impact of 0.938 and also the need for strategic considerations with the impact of 0.931 of the important needs of outsourcing the development of sports marketing activities in academic sport.    

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