The Pattern of Integrated Marketing Communications in Physical Education and Sports of the Ministry of Education

Background and Purpose
Sports in education, as an integral component of the educational process, seeks to establish the necessary foundations for holistic student development by creating environments and opportunities that immerse all students in both healthy recreational and competitive contexts (2). The application of contemporary scientific concepts across various domains, particularly sports management, can significantly streamline the path toward achieving institutional objectives. Among these concepts, integrated marketing communications (IMC) stands out due to its conceptual alignment with the missions and vision of educational organizations and its potential to serve as an effective tool for operationalizing the programs of the Ministry of Education’s Office of Physical Education and Sports Activities (3). The principal aim of IMC is to directly influence audience behavior (4). Accordingly, the purpose of this research was to identify the effective factors and components of integrated marketing communication within the context of physical education and student sports, with the ultimate goal of facilitating product development, stakeholder engagement, and value creation through the design of an appropriate model that integrates communication processes.
 Materials and Methods
This study adopted a grounded theory strategy, specifically utilizing the systematic approach developed by Strauss and Corbin (1998) (1). The statistical population comprised specialists and experts possessing substantial knowledge of student sports within the Ministry of Education and academic institutions. The criteria for selecting the initial pool of experts included relevant academic backgrounds, a record of scientific publications related to marketing and communication, managerial positions, and executive experience in sports management and education. Non-probability, purposive sampling was employed, with maximum diversity and heterogeneity as guiding principles. Sampling continued until theoretical adequacy and saturation were achieved, resulting in a final sample of twenty-two participants. Data collection was conducted through semi-structured interviews, each lasting between thirty and ninety minutes. The research was grounded in an interpretive paradigm, and qualitative methods—including coding, conceptualization, and categorization—were employed to construct the emergent theory. The concepts and categories derived from the interviews were systematically incorporated into the coding model, culminating in the presentation of the final research model.
To ensure methodological rigor, triangulation was utilized, drawing upon multiple sources including library research, expert focus groups, and individual interviews. Reliability was assessed using the intra-subject agreement method, wherein a sports management expert—actively involved throughout the research process—collaborated in coding the data. Statistical analysis was performed using MaxQDA software, version 2020.
 Findings
Analysis of the expert interviews, beginning with initial (open) coding, led to the identification of 130 open codes. All interview data were coded, resulting in the emergence of numerous initial concepts. Subsequent axial coding refined these concepts into a coherent structure. The final model developed in this research encompasses a set of central categories, causal conditions, necessary contexts, intervening variables, strategies, and consequences pertaining to integrated marketing communications in physical education and sports education.
The causal conditions of the model are represented by two components and nineteen extracted codes. The effective contextual factors comprise three components and thirty-six extracted codes. The strategies identified as effective consist of four components and thirty-two extracted codes, while the consequences of the IMC model in physical education and sports education are represented by three components and twenty-three extracted codes. Additionally, intervening variables influencing the model include four components and twenty extracted codes. This comprehensive framework provides a nuanced understanding of the multifaceted elements that shape integrated marketing communications in this domain.
 Conclusion
The findings reveal that, in certain instances, the absence of stakeholder awareness and persuasion, insufficient attention to stakeholder needs, incompatibility between programs and the resources or conditions of teachers and school staff, and a lack of understanding regarding appropriate communication components can undermine the effectiveness of IMC initiatives. Furthermore, inconsistencies and fragmented messaging from administrative bodies may result in confusion, lack of coherence, and diminished efficacy and efficiency. To address these challenges, the Vice-Chancellor for Physical Education and Health should strive to disseminate information and programmatic content in a transparent, accurate, realistic, and beneficial manner, ensuring that stakeholders receive a unified and harmonious message—akin to an orchestra performing in concert.
When decision-makers in the field of physical education and student sports employ a comprehensive and integrated model for managing communications with stakeholders, they can foster sustainable interactions with students, effectively cultivate loyalty, and systematically address the informational and developmental needs of their audiences. The creation of an IMC model tailored to physical education and sports education—taking into account the school environment, market ecosystem, educational structures, and marketing strategies such as advertising campaigns, public relations, financing, and direct marketing, as well as emphasizing human capital, cultural development, and infrastructural support—will facilitate the delivery of enhanced sports services, empower human resources, and promote physical activities. Ultimately, these efforts contribute to the establishment of a strong brand for physical education and sports, the creation of added value, and the sustainable development of physical literacy.
 Article Message
Integrated marketing communications represent an ongoing strategic advantage for organizations, particularly within educational contexts. Awareness of the components of IMC and the implementation of a well-structured plan can enhance organizational performance by enabling the selection of effective communication methods with stakeholders in physical education and student sports. This, in turn, facilitates the development and promotion of sports and physical activity among students, contributing to the broader goals of health, engagement, and institutional value creation.