Document Type : Research Paper
Authors
1 PhD Student in Sports Marketing and Media Management, Islamic Azad University, North Tehran Branch, Tehran, Iran
2 Professor, Department of Physical Education and Sport Science, Science and Research Branch, Islamic Azad University, Tehran, Iran.
3 Professor , Department of sports management , Payame Noor University , Tehran, Iran, Visiting professor in Islamic Azad University, North Tehran Branch, Tehran, Iran
4 Associate Professor, Department of Sport Management, Payame Noor University , Tehran, Iran, Visiting professor in Islamic Azad University, North Tehran Branch, Tehran, Iran
5 Assistant Professor, Department of Sports Management, Islamic Azad University, North Tehran Branch, Tehran, Iran
Abstract
Having an integrated communication marketing model prevents the creation of additional costs, wrong attitudes, and aimless investments in areas that have no meaningful effect on their performance and beneficiaries. The current research was conducted with the aim of identifying and validating effective strategies on integrated marketing communications in physical education and sports in the Ministry of Education. The statistical population in the qualitative part included 16 experts of physical education and sports in the Ministry of Education in various departments of the deputy of physical education and health, public relations and experts of physical education of the ministry and professors of physical education faculties who have experience in teaching sports marketing in the field of physical education. Also, in the quantitative part of the statistical population, which consisted of 360 people, there are physical education teachers (whose education level was master's degree and above), sports management students in doctoral and master's degree and education experts. Qualitative part analysis was performed with Maxqda software version 2020, also quantitative part analysis (exploratory factor analysis and validation) was performed with SPSS software version 26 and AMOS structural equation model. The results showed that the strategies consist of 32 factors and four components of financing, promotion, training structure and identification of marketing methods. Also in the quantitative part the result of the exploratory factor analysis were confirmed and finally factor loads were higher than 0.4 which means that the quantitative model of the strategies had a good fit.
Keywords
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