نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه تربیت مدرس
2 استادیار مدیریت ورزشی، پژوهشگاه تربیت‌بدنی و علوم ورزشی
3 استاد مدیریت ورزشی، دانشگاه تربیت مدرس
چکیده
هدف از انجام این پژوهش، طراحی و تدوین مدل شایستگی‌های هوشی مدیران بازاریاب ورزشی لیگ برتر فوتبال ایران بود. این پژوهش از نوع تحقیقات اکتشافی و دارای ماهیت کیفی بود که از روش نظریة داده‌‌بنیاد استفاده شد. مدیران عامل و بازاریابان باشگاه‌های فوتبال لیگ برتر ایران، اعضای کمیتة بازاریابی فدراسیون و سازمان لیگ فوتبال و اساتید مدیریت ورزشی دانشگاهها، جامة پژوهش بودند. برای نمونه‌گیری از روش هدفمند و تکنیک گلوله‌برفی استفاده شد. برای جمع‌آوری داده‌ها از مصاحبه بهصورت سؤال‌های باز استفاده شد. داده‌هایحاصلاز17مصاحبه تجزیه‌وتحلیلشد (از فرد 15 به بعد به اشباع نظری حاصل شد). در مرحلة اول، درمجموع، 481کدبازبه‌دستآمد. پس از استخراج کدهای مشابه، 64 کد اولیه مشخص گردید. در مرحلة دوم، کدگذاری محوری انجام شد که در 12 گروه کد محوری شاملهوش هیجانی، هوش اخلاقی، هوش ارتباطی، هوش تجاری، هوش رقابتی، هوش مالی، هوش استراتژیک، هوش سازمانی، هوش اجرایی، هوش اجتماعی، هوش سیاسی و هوش فرهنگی قرار گرفتند. کدهای محوری حاصل از مرحلة کدگذاری انتخابی، در چهار گروه شایستگی‌های هوش فردی (هوش هیجانی، هوش اخلاقی، هوش ارتباطی)، شایستگی‌های هوش محیطی (هوش اجتماعی، هوش سیاسی و هوش فرهنگی)، شایستگی‌های هوش مدیریتی (هوش استراتژیک، هوش سازمانی، هوش اجرایی) و شایستگی‌های هوش بازاریابی (هوش تجاری، هوش رقابتی، هوش مالی) قرار گرفتند. درنهایت، مدل پژوهش بهصورت هرمی (شامل چهار سطح) طراحی شد.مدلارائه‌شده در این پژوهشمی‌تواندبه‌عنوانابزار مناسبی برای شناسایی شایستگی‌های هوشی مدیران بازاریاب ورزشی باشگاه‌های فوتبال به‌کار برده شود.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Designing and Codification a Competencies Model for Sports Marketer Managers of Premier League Football of Iran
نویسندگان [English]
- Tahmaseb Shirvani 1
- Mohsen Esmaili 2
- Mohamad Ehsani 3
- Hashem Kozechian 3
1 Ph.D. Student of Sports Management, Tarbiat Modarres University
2 Assistant Professor of Sport Management, Sport Sciences Research Institute
3 Professor of Sport Management, Tarbiat Modarres University
چکیده [English]
The aim of this study was to designing an intellectual competencies model for sports marketing managers of premier league football in Iran. This survey is exploratory and qualitative nature that is used the grounded theory method. Society research has been including CEOs and marketing managers of football clubs in the premier league football of Iran and members of marketing Committee of football federation and league Organization and sports management universities. For sampling were used targeted methods and snowball technique. To collect data used from the interview open questions. Then the data obtained from 17 interviews (from the 15th was achieved to the theoretical saturation) were analyzed. In the first phase 481 open codes were obtained. After extracting the same codes, 64 codes were determined. In the second was done stage axial coding in 12 groups of factors was including emotional intelligence, moral intelligence, communications intelligence, business intelligence, competitive intelligence, financial intelligence, strategic intelligence, business intelligence, operational intelligence, social intelligence, political intelligence and cultural intelligence. Axial codes in the selective coding Were to place in 4 groups of individual intelligence Competencies (emotional intelligence, moral intelligence, communications intelligence), environment intelligence competencies (social intelligence, political intelligence and Cultural Intelligence), management intelligence competencies (strategic intelligence, business intelligence, operational intelligence) and marketing intelligence competencies (business intelligence, competitive intelligence, financial intelligence). Finally, the research model was designed in pyramidal (four levels). The model presented in this study can be used to recommended command line method to identify intelligence competencies sports marketing manager football clubs.
کلیدواژه‌ها [English]
- Competence
- Intelligence
- Managers
- Sports Marketing
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