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Implementation of the marketing strategies in the sports activities within the contingent of candidates in the domain

Author: Armanov Stanislav
Degree:doctor of pedagogics
Speciality: 13.00.04 - Theory and Methodology of Physical Education, Sport Training and Physical Culture of Recuperation
Scientific adviser: Anatolie Budevici
doctor, professor, The State University of Physical Education and Sports
Scientific consultant: Veaceslav Manolachi
doctor habilitat, professor, The State University of Physical Education and Sports
Scientific council:


The thesis was presented on the 19 December, 2008
Approved by NCAA on the 23 April, 2009


Adobe PDF document0.40 Mb / in romanian


CZU 796:339.138

Adobe PDF document 1.66 Mb / in romanian
203 pages


marketing, marketing strategies, promotional communication, advertising means, promotional policy, commercial advertising, promotional program, communication marketing mix, candidates


The present research was elaborated in the direction of managerial improvement in the sports movement, at the same time determining the optimal system of organization, coordination of the physical training and sports in the aim of building specialists in the given domain by using communication techniques, used as well as promotion policy within the sports institutions.

The set objectives have been correlated with the real possibilities of the sportsman, vis–a–vis the access to the satisfactions offered by the realization in sports excellence. This kind of approach is tightly linked to the professional deontology of the specialist that administrates this segment of athletic training, and the person employed in the management or in the supervision of the sports activities is to have the necessary qualification. The use of advertising means in the framework of the admission program within the sports profile institutions would appear as a problem of stringent necessity that was not researched from the scientific point of view.

The efficiency of marketing training for the students from the higher sports educational institutions can be raised only under the condition of orienting towards the direction of intensifying the training process on the basis of the modifications in the theoretic-practical content of the „Management and marketing in the system of physical training and sports” discipline and by applying the methodology that totally involves the student in the operational activities.

The application of guidelines elaborated in the framework of the research, including informational marketing in the process of training specialists in the domains of physical training and sports, contributes to building marketing competences, that are necessary to acquire theoretic-practical knowledge cvoncerning the training-educative program.