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
4 Associate Professor, Department of Sport Management, Payame Noor University , Tehran, Iran,
5 Assistant Professor, Department of Sports Management, Islamic Azad University, North Tehran Branch, Tehran, Iran
Abstract
The model of integrated marketing communications can prevent the creation of additional costs, incorrect attitudes, and purposeless investments.. The present study aimed to provide a model of integrated marketing communications in physical education and of the Ministry education. In terms of applied purpose, the research was conducted by qualitative method and sampling method by conducting semi-structured interviews. The statistical population of this research consists of experts, executives in the field of physical education and health of the Ministry of Education and university professors familiar with the field of marketing. After interviewing 22 selected samples, theoretical saturation was obtained and the interviews were implemented. Office of Physical Education Planning and Research Office Leading academic experts in marketing and communication in the field of physical education and sports education. Interview content analysis and coding were used to analyze the data. The research tool was open interview and the results were analyzed based on three stages of open, axial and selective coding. Causal factors included school environment and market ecosystem. Human capital, culture and infrastructure were the underlying factors. Stakeholders also included advertising campaigns, branding, public relations, and direct marketing. Also identified strategies included financing, promotion, training structure, identification of marketing methods. Finally, the consequences of the present study included the economic development of education, empowerment, and improving the status of various aspects of sports services.
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