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CNAA / Theses / 2017 / July /

The Role of marketing skills in promoting sports services

Author: Amelicichin Ecaterina
Degree:doctor of pedagogics
Speciality: 13.00.04 - Theory and Methodology of Physical Education, Sport Training and Physical Culture of Recuperation
Scientific adviser: Liliana Budevici-Puiu
doctor, professor
Institution: The State University of Physical Education and Sports


The thesis was presented on the 13 July, 2017
Approved by NCAA on the 11 May, 2018


Adobe PDF document1.12 Mb / in romanian


CZU 339.13.017+796.01 378.096 + 339.13.017

Adobe PDF document 2.36 Mb / in romanian
136 pages


marketing research, marketing skills, personal development, sports services, sports organization


Field of study: pedagogy.

Objectives of research: 1. Studying the theory and actual practice regarding the marketing skills training / marketing research for future specialists in the field. 2. Elaboration of the new curricular content of the course "Methodology of Marketing Research". 3. Determining the influence of the new theoretical and practical course in the achievement of the students’ research and innovation activities enrolled in the Master of professionalization in the Faculty of Pedagogy, specialization "Marketing and legislation in sport", II year of study, constantly monitoring the achievement of learning results in the discipline of study "Methodology of marketing research". 4. Elaboration of an evaluation model / system of stimulating methods of the reception and use of marketing research by students, especially within individual academic activities and managerial practice stages. 5. Scientific and practice argumentation of necessity the acquiring marketing abilities and knowledge necessary to the specialist in the field of physical culture.

Novelty and originality of research. Our research contributes to the development and scientific argumentation of methodological support of learning and applying the marketing skills for the specialists in the field of physical education and sport. The optimized content of the curriculum and theoretical course " Methodology of Marketing Research " and methodical and practical guide in the discipline of study focused on learning models within individual activities and practice stages were concretely developed and implemented in the instructive and educational process of the profile faculties. It has been established the effectiveness of theoretical and practical course “Current problems of the marketing research in the field of physical culture”, using key elements of the new model of training the marketing competencies necessary to the future specialists in promoting sporting services, in the instructive and educational activities, of individual work and specialized managerial internships.

The important scientific problem resolved in the researched field is to establish the importance and identification the field of marketing skills that will contribute to better promote the sports services and implicitly the profile organizations. Also the complex of professional and the marketing skills of MA students allowed us to select, organize, the theoretical and experimental foundation of curricular contents (flexible, permeable, dynamic and generator of personalized strategies of self-education) of the course " Methodology of Marketing Research", of the theoretical and practical guide, which led to the improvement of the specialist training in the field.

Theoretical significance consists in the analysis, structure and systematization of the theoretical information from the literature of specialty; establishing complex of professional and marketing skills necessary to the specialist from the field, the necessity to improve the curriculum of the course "Methodology of Marketing Research" in accordance with the opportunities offered to the graduates by labor market. Also, theoretical and experimental argumentation, of acquiring marketing skills by future specialists in the field have been established their importance in promoting sports services and sports organizations.

Practical valueof the research is the application possibilities of the course "Methodology of Marketing Research" and theoretical and practical guide focused on marketing skills training, with the possibility of their use in the process of promoting sports services.