Mehrdad Nikzamir; Najaf Aghaei; Mohammad Hossein Ghorbani; Hamid Foroghipour
Abstract
The study purpose is to formulate operational marketing planning of the Handball Federation of Iran. This research is of an applied-developmental type, which was carried out by an analytical method in the strategic studies, and a combination of qualitative and quantitative methods was used for collection ...
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The study purpose is to formulate operational marketing planning of the Handball Federation of Iran. This research is of an applied-developmental type, which was carried out by an analytical method in the strategic studies, and a combination of qualitative and quantitative methods was used for collection and analysis, and the participants in this research were included in the composition of the strategic committee of the Handball Federation. There are 44 university experts, members of the Federation's Board of Directors, heads of committees, heads of provincial boards, executive directors and Handball sports elites in the form of a strategic council, who were selected by targeted sampling. In the quantitative part of this research, using the tool developed based on the balanced scorecard and the opinion of the expert group quantitative measures and goals were determined and implementation plans (actions) were developed. to realize the ten strategic goals of the Handball Federation, it is necessary to implement operational plans. In this regard, human capital experts should be hired first and the principles of marketing should be taught to them. Next, brand planning and marketing mix design and recognition of the needs, wishes and preferences of the beneficiaries of the Handball Federation should be taken into consideration. , it is essential to work with private sector investors by focusing on media and advertising, by hosting international events.. Reforming the pricing policies, creating a reward system to attract financial sponsors and planning for sports charities are other marketing operational plans in the Handball Federation.
