چکیده:
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).
خلاصه ماشینی:
The Factors Affecting Development of Marketing Capability of Collegiate Sport 1Rasoul Tarighi*, 1Mehrzad Hamidi 1Department of Sport Management, Faculty of Sport Sciences, University of Tehran, Tehran, Iran.
Regarding the importance of marketing activities in universities especially in national federation of collegiate sports, the following questions resulted: what are the factors affecting the development of marketing capability of national federation of collegiate sports in Iran, how is the effectiveness of such factors prioritized and what is the suggested model for the federation?
Moreover, inferential statistics results showed that components of marketing organization, marketing information system, marketing strategy, marketing staffs, branding capability as well as management capability of national federation of collegiate sports had a positive and significant effect on marketing capability and marketing performance.
Results indicate that marketing organization is one of the factors affecting marketing development of national federation of collegiate sports.
Results show that branding capability is another factor affecting marketing development of national federation of collegiate sports.
Marketing management capability is another factor affecting marketing development of national federation of collegiate sports.
Pitts and Stotlar (2013) studied management capability as one of the factors which is important in growth of marketing of sport organizations (27).
CONCLUSION Concerning results obtained from present research, it can be concluded that six factors of marketing organization, marketing information system, marketing strategy, branding capability and management capability play significant role in development of sport marketing of national federation of collegiate sport.