Abstract
The purpose of this study is to examine how the students of the sport management and training department at the faculty of physical education and sport sciences at Hashemite University respond to a proposed plan for marketing the Jordanian football league. The survey based research methodology was used in this study. The researcher used a scale distributed to four dimensions: Management of the football federation, the product, distribution, and promotion. Study sample consisted of (165) male and female students representing the four academic years in the University. The results showed that there was a high level of relevance and suitability of the proposed plan for marketing the Jordanian football league. No statistically significant differences between subgroups in the sample (Academic year & gender) were found. The researcher had recommended the authorities to provide all the incentives that helped in attracting the internal and external capital for investing in the Jordanian football industry, as well as the possibility to issue relevant sport legislations for the present stage. In addition, it was recommended to establish the needed policies that obliged the private and public sectors to support the football federation plans according to a marketing plan.
Highlights
Marketing philosophy is based on satisfying customers’ current and prospected needs, attitudes, and expectation
2) Investigate the presence of statistically significant differences in the proposed plan for marketing the Jordanian Football League according to the academic year
The proposed research attempted to answer the following questions: 1) What is the relevance of the proposed plan for marketing the Jordanian Football League from the point of view of the students in the sport management and training department at the Faculty of Physical Education and sport sciences in the Hashemite University?
Summary
Marketing philosophy is based on satisfying customers’ current and prospected needs, attitudes, and expectation. Marketing is considered as one of the oldest sciences that the human know, but the modern marketing does satisfy the consumers material needs and desires, rather, it is extended to include the social and psychological needs as well, and to be applied in all life aspects of products, services, policy, sport, and tourism whether locally or internationally. Since the consumers needs and desires are in continuous change and development with the life development and surrounding environment, marketing seeks to disclose the unmet needs attempting to satisfy them through the marketing mix elements (product, price, distribution and promotion, which are designed to influence consumer’s decision making and lead to profitable exchanges Kotler & Armstrong (2006). Marketing mix is a business tool that is used by the management of organizations, which enables them to remain in global competitive environment (Shankar & Chin, 2011)
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