An analysis of the most effective marketing strategies used by university netball clubs to attract and sustain players
Cardiff Metropolitan University
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The increasing awareness of netball and development of the game has led to the consideration of this study. The project explores the most effective marketing strategies used when attracting and sustaining netball players and how these strategies impact on university/sporting choices. Three perspectives were considered; players, coaches and Athletic Unions, where different questionnaires were sent to each category consisting of no more than 10 questions, to three leading netball universities; Cardiff Metropolitan, Bath and Loughborough. Judgemental sampling was used, although to make the study more objective, random sampling may have been more appropriate. The study revealed significant findings; respondents believe that social media and word of mouth marketing are the most effective marketing strategies when attracting and maintaining student netball players. This unveiled what perhaps was already assumed; that traditional marketing strategies had been replaced by contemporary tools through advanced technology. Respondents proposed that powerful links with high standard clubs and local schools have a significant impact on the recruitment of players. Also established was that receiving quality coaching and having high profile and experienced coaches encourages sustainability of players and presenting an enjoyable environment also has a large effect on participation. With social media and word of mouth marketing proving to be the most influential strategies to utilise, it may be useful to compare these across a larger sample to understand the extent of the impact of contemporary marketing strategies. Furthermore, universities should ensure quality coaching is prioritised and sustain powerful links with external sources to maximise recruitment and retention.
DEGREE OF BACHELOR OF SCIENCE (HONOURS) SPORT MANAGEMENT
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