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Marketing Strategy in non-profit sports organization

Student: Dmitry Prokopyev

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Final Grade: 7

Year of Graduation: 2020

This work is dedicated to designing a marketing strategy for the nonprofit organization "HSE Basketball League", that administrates tournaments among amateur basketball players. Significant fraction of the work is dedicated to making suggestions for adjusting the marketing strategy to attract a new audience, i.e. amateur players within the current market of the organization. The first chapter explores the basic definitions related to a marketing strategy, as well as the stages of its development, starting from studying the external environment and ending with the development of tactical marketing tools. The main indicators of the success and effectiveness of the marketing strategy are also considered. An important part of the first chapter is the consideration of the specific features of amateur sports and marketing activities in it. The features of activity and goal-setting in non-profit organizations are also considered, which is especially relevant in the context of this work. The second chapter discusses the organizational and economic characteristics of the HSE Basketball League organization, analyzes current marketing activities. Considering these facts current marketing strategy is modelled. Also in the second chapter are the best cases in the field of marketing of amateur sports in non-profit organizations with subsequent analysis of the reasons for their success. The third chapter discusses the design of an empirical study, which consisted of two stages and during which both quantitative and qualitative research methods were applied, including expert interviews with representatives of organizations in the field of non-profit student sports, interviews with employees of the organizational committee of the HSE Basketball League, and also a survey of the target audience of the organization, both current league players and players who did not play in the recent season of the league. At the end, an analysis of the studies is carried out with recommendations for changing the current marketing strategy both for continuing activities in the current market and for future audience expansion.

Full text (added June 2, 2020)

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