The Effectiveness of Sports Marketing Strategies in the Jordanian Physical Education Faculties from View of the Graduate Students

Zeyad Almomani, Mohammad Al-Hawary, Mo'een Oudat and Ahmad Al Okor

International Journal of Higher Education, 2019, vol. 8, issue 4, 61

Abstract: The study aimed to identify the effectiveness of sports marketing strategies from the point of view of graduate students in the faculties of physical education at Jordanian universities. The study relied on the descriptive approach, and A questionnaire consisting of (4) areas, including (24) items, was used to collect data after verifying its validity and reliability. The study sample consisted of (210) students of graduate studies in the faculties of physical education at the Universities of Jordan and Yarmouk University. The results showed that the level of effectiveness of sports marketing strategies came at a high level, the most prominent of which was the marketing of tournaments and games, followed by the marketing of television, followed by the field of marketing methods, and the lowest level of marketing advertising and advertising to a high degree for all fields. The results showed that there were no statistically significant differences in the fields of marketing methods, advertising marketing, television marketing, marketing of tournaments and games according to the variables (gender, Cumulative Average, program). There were statistically significant differences according to gender to favor of males and degree variable to favor of the Master's degree in the marketing of tournaments and matches domain. The results showed that there were no differences in the effectiveness of sports marketing strategies as a whole depending on gender and Cumulative Average variables, while there were statistically significant differences according to the degree in favor of the Masters. The study recommended the need to pay attention to sports marketing strategies in all fields and enhance their role in improving the activity of sports institutions and federations.

Date: 2019
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