SPORT DEVELOPMENT’S CONTRIBUTION TO THE MARKETING STRATEGY OF PRIVATE UNIVERSITY
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Abstract
This research aims to study about a usage of sport as a marketing strategy of a private University and a private University’s sport concept today. The qualitative method was applied to collect data by using a purposive sampling method as well as a semi-structured interview question from 8 private Universities with 16 interviewees. A content analysis was also applied to analyze data. The study has found that there is a same concept of a sport development for a private University marketing strategy. For example, there are scholarships for athlete-oriented talent students as well as rewards motivation. These can help the universities to remain in a good ranking and to advertise/ publicize them. Because most private universities foresee the successful of sport results could be one of the influence factors on students’ decision when they are looking for a university. Moreover, there is an adoption of Porter’s Five Force Model along with the 7Ps Marketing Mix to gain insight into students. Furthermore, some private Universities also apply a sport marketing strategy for advertising and publicizing the Universities’ Brand. They also sponsor some famous athletes as their Universities’ Brand Ambassadors’ to attract their fan in terms of making a study decision.
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