Identification of Students Sport Marketing Components and Development of a Model by Structural Interpretative Method

The aim of this study was to identify students sport marketing components and to develop a model by structural interpretative method. This study was qualitative and of applied nature which was conducted by structural interpretive method. The statistical population consisted of 35 sport management professors and elites and students sport managers in Iran who were selected according to their career by selective purposive sampling method. In the first step, the Delphi process was used to identify the research items. Next, the items were weighed and finally 51 items were known; then, the items and components of the research were identified. At the end, the components of the research were prioritized through the structural interpretive process. According to the results, the students sport marketing variables were classified into five levels. Marketing performance and financial support components were placed in the first level and marketing strategy in the last level. According to these results, it is necessary to lay groundwork for the development of the students sport marketing by creating a suitable plan for the students sport marketing strategy and attracting financial sponsors and improving the services provided in students sport.