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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Vladislav Plyshevskii
Marketing Strategies Modeling in Amateur Sports
Воробьев Павел Федорович
Marketing Technologies
(Master’s programme)
2018
Modern sport is a dynamic industry with huge popularity around the globe, generating about $ 620 billion profits annually and attracting a wide audience with not only sports events, but also show around them. The role of sports marketing is growing, especially in the field of professional sports, but the field of amateur sport is underestimated, despite the trend towards a healthy and active lifestyle and the important role of amateur sports in the development of each country. The topic of marketing in amateur sports is poorly reflected in the scientific environment. There are also no studies examining the possibility of applying marketing strategies from professional sports in amateur sports. It makes amateur sports organizations hard to function effectively and to fully benefit society. The aim of the study is to prepare practical recommendations for the promotion and development of the amateur sports organization "Pravoberezhnaya Football League". The empirical basis of the study was data from open sources associated with the league; the analysis of the expert interview with the head of the league and the results of the Internet questionnaire of the target audience. In addition, the analysis of the competitive environment and segmentation of the target audience of the league was conducted within the framework of the work; content analysis of the content of the league community on the social network VK.com was performed, as well as SWOT analysis of the league. As a result, the approach to promote the amateur sports brand was modeled. The approach was implemented on the example of developing practical recommendations for the "Pravoberezhnaya Football League" in the main strategic directions: implementation of the league growth strategy; obtaining new partners; leveling the actions of competitors; eliminating the weak sides and developing the strengths of the league; establishing strong relationships with the target audience; digital sphere; marketing and promotion.

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