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- Social marketing (3)
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Articles 1 - 4 of 4
Full-Text Articles in Sports Management
Examining Persistent Factors Of Golf Management Students, Christopher Paul Cain, Lisa Nicole Cain, Vicki J. Rosser
Examining Persistent Factors Of Golf Management Students, Christopher Paul Cain, Lisa Nicole Cain, Vicki J. Rosser
Hospitality Faculty Research
Purpose The purpose of this paper is to examine student, program and institutional support characteristics that relate to cohort intent to persist among Professional Golfers’ Association Golf Management University Program (PGA-GMUP) undergraduate students from 12 universities. Design/methodology/approach A survey instrument was created and disseminated to the targeted population. Multiple regressions were used to analyze the 473 responses of students’ intention to persist across the three independent variables (student, program and institutional support). Findings The research findings suggest higher levels of college GPA, career goals specific to the student’s desire to become a PGA professional, higher levels of faculty engagement, higher …
Differentiation Of Social And Cause-Related Marketing In Professional Sport, Jennifer Renee Pharr, Nancy L. Lough
Differentiation Of Social And Cause-Related Marketing In Professional Sport, Jennifer Renee Pharr, Nancy L. Lough
Environmental & Occupational Health Faculty Publications
Several studies have focused on cause-related sport marketing (CRM), yet few have examined social marketing in sport. The purpose of this study was to show how both are unique strategies employed in sport to achieve corporate social responsibility. A qualitative content analysis was utilized to analyze the outreach programs of the NBA, NFL, NHL and MLB as described on each website. A directed content analysis was used to categorize outreach programs as CRM, social marketing or other community outreach based on five variables that differentiate each strategy. Forty three programs were evaluated. Twenty two (51.2%) were categorized as social marketing, …
Differentiation Of Social Marketing And Cause-Related Marketing In Us Professional Sport, Jennifer Renee Pharr, Nancy L. Lough
Differentiation Of Social Marketing And Cause-Related Marketing In Us Professional Sport, Jennifer Renee Pharr, Nancy L. Lough
Public Health Faculty Publications
Several studies have focused on cause-related sport marketing (CRM), yet few have examined social marketing in sport. The purpose of this study was to show how both are unique strategies employed in sport to achieve corporate social responsibility. A qualitative content analysis was utilized to analyze the outreach programs of the NBA, NFL, NHL, and MLB as described on each website. A directed content analysis was used to categorize outreach programs as CRM, social marketing, or other community outreach based on five variables that differentiate each strategy. Forty three programs were evaluated. Twenty two (51.2%) were categorized as social marketing, …
Use Of A Multi-Tiered Framework To Analyze Commercial, Cause And Social Marketing Strategies In Sport, Nancy L. Lough, Jennifer R. Pharr
Use Of A Multi-Tiered Framework To Analyze Commercial, Cause And Social Marketing Strategies In Sport, Nancy L. Lough, Jennifer R. Pharr
Environmental & Occupational Health Faculty Publications
Marketing can be described as commercial, cause-related or social depending on the locus of benefit, the objective / outcomes desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve personal and societal welfare (Andreasen 1995). Increasingly sport organizations have been engaging in social marketing which has a unique set of objectives and outcomes. To date, few studies have appeared in which the use of social marketing strategies were examined in sport. As a result, the purpose of this paper is to …