Identifying of Effective Factors on Development of Marketing in University Sport of Ir. Iran

The goal of this study was identifying of effective factor’s on development of marketing in university sport. This study is correlating, and, in view of objective, current research is practical. A questionnaire, which made by the researcher, based on Likert 5 option scale, and its validity is confirmed by professionals and professors; moreover, its reliability is examined by Cronbach’s alpha test. Populations which involve previous and present executive committee of National Federation of University Sports, administers of provincial committees, experts and employers of this Federation, headmen and experts of Sport administration and Sports directors of further education section of universities, contain state universities, Azad universities, Payame Nor universities, Practical universities, Hygiene and Therapy and Medical Science universities ,and some members of the faculty of universities. Among 230 distributed questionnaires, 202 ones were filled out and returned. In regard to limitation of populations, the number of samples was equals to populations and sampling method is all-counting. Descriptive statistics are utilized for describing Demographic status of respondents and their responses to research questions as well, and confirmatory factor analysis test are used in inferential statistics. For this reason, SPSS version 18 Software is operated. The Results Showed that factor’s include management capability variables, marketing staff, marketing strategy, marketing information system, marketing organization, and branding capability, with significant Priorities respectively, were effective factor’s on marketing capability of National University Sports Federation of Islamic Republic of Iran. Also, marketing capability bears positive and significant effect on marketing performance of Federation.