Смольянов, П. О критериях компетентности специалистов в области спортивного маркетинга = About Criteria of Competence in Specialists on Sports Marketing / Смольянов П., Шилбури Д. // Теория и практика физ. культуры. - 1999. - № 4. - С. 41-44. - Библиогр. (7 назв.).
Характеристики четырех видов деятельности в сфере спортивного маркетинга, представленные в данной статье, могут быть использованы для совершенствования учебного процесса путем предоставления выпускникам различных вариантов производственной практики: в фирмах, занимающихся маркетингом в сфере спорта, в любительских спортивных организациях, профессиональных спортивных организациях, на факультетах физической культуры и спорта в вузах.
This research examined sport marketing competencies considered by 103 professionals to be important for sport marketing administrators. Four job segments within the profession were surveyed and included: sport marketing firms, amateur sport organizations, professional sport organizations, and college athletics. Using a Likert scale, the survey revealed 20 essential sport marketing competencies for the profession. Also investigated were the sources through which the competencies were acquired. The competencies were mostly gained on-the-job (52, 2%). A two-choice scale indicated which competencies were performed by the marketers and which competencies were delegated. The respondents delegated 37% of their competencies. Over 70% of the marketers were former sports competitors.
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