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Tarighi R, Hamidi M. The Factors Affecting Development of Marketing Capability of Collegiate Sport. Ann. Appl. Sport Sci. 2017; 5 (4)
1- PhD Department of Sport Management, Faculty of Sport Sciences, University of Tehran, Tehran, Iran ,
2- Associate Professor Department of Sport Management, Faculty of Sport Sciences, University of Tehran, Tehran, Iran
Abstract:   (1773 Views)
Background. Now one of the necessary capabilities, to succeed in the field of competition is having knowledge and marketing skills in economic institutions.
Objectives. The goal of this study was Factors affecting development of marketing capability of collegiate sport.
Methods. This study is correlating, and, in view of objective, current research is practical. Populations consist of 5 groups which involve previous and present executive committee, administers of provincial committees, experts and employers of National University Sport Federation, headmen and experts of Sport administration and Sports directors of further education section of universities, contain governmental universities, Azad, Payam Noor, Practical and scientific, Hygiene and Therapy and Medical Science universities, and some members of the faculty of universities. In regard to limitation of populations, sampling method is all-counting.
Results. The result showed that the totality of confirmatory factor analysis model have necessary fitting (GFI=0.90, RMSEA=0.045, p<0.001). The Results Showed that factor’s include management capability(T=16.06), marketing staff (T=14.81), marketing strategy (T=14.57), marketing information system (T=12.57), marketing organization (T=12.56), and branding capability (T=12.17), with significant Priorities respectively, were effective factor’s on marketing capability of National University Sports Federation of Islamic Republic of Iran. Also, marketing capability (T=11.10) has a positive and significant effect on marketing performance of National University Sports Federation.
Conclusion. According to obtained results from Opinions of university sport specialists and experts, it seems that managers of university sport should have Pay more attention to identified factors of university sport development that Which ranked respectively had the highest impact factor (Such as management capability, marketing staff and marketing strategy).
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• Application of marketing activities causes marketing organization of national federation of collegiate sport to have a good harmony with other departments of the federation and stakeholders (supporters, students and staffs). It also makes marketing information system easy to access and thus it can perform marketing research for measuring customers' satisfaction.
• Use of marketing tools allows the federation managers to perceive marketing and to provide a proper website for better communication with customers and stakeholders. Furthermore, the federation should attract experienced staffs with marketing thinking and they should be well-trained.
• Implementation of marketing activities in national federation of collegiate sport causes better communication of the federation brand with customers (supporters, staffs and students). Moreover, managers are encouraged to acquire marketing knowledge, to implement marketing strategies of the federation and to manage favorably financial sources.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2017/07/31 | Accepted: 2017/09/23 | Published: 2017/10/5

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