نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت ورزشی و رفتارحرکتت، دانشکده علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران
2 دانشیار گروه مدیریت ورزشی و رفتار حرکتی، دانشکده علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The rising influence of modern marketing on university athletics has created a need for adaptable development strategies. This study developed a sustainable model for university sports in Iraq using a multichannel marketing framework. A qualitative, thematic analysis was performed using MAXQDA software. Data were collected through semi-structured interviews with 14 purposively selected experts in sports management and university athletic administration. Findings identified six strategic pillars supporting multichannel marketing in Iraqi university sports: managerial, educational, technological, cultural-social, economic, and infrastructural-operational. The results show that implementing a multichannel marketing framework can boost student engagement, increase the domestic and regional visibility of university sports, diversify funding sources, and foster a sustainable athletic ecosystem. Among all strategic areas, economic strategies were deemed most vital for long-term growth, while cultural and social approaches were less emphasized.
کلیدواژهها [English]
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