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Technology in Sport MarketingTechnology in Sport Marketing

Chapter 14Chapter 14

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OBJECTIVESOBJECTIVES

• Understand the importance of IT in the contemporary sport Understand the importance of IT in the contemporary sport environmentenvironment

• Acquiring a basic understanding of IT components and the Acquiring a basic understanding of IT components and the current trends in ITcurrent trends in IT

• Be aware of the types of technologies that can affect steps Be aware of the types of technologies that can affect steps of the sport marketing cycleof the sport marketing cycle

• Understand the business of sport broadcastingUnderstand the business of sport broadcasting

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TRENDS IN INFORMATION SYSTEMSTRENDS IN INFORMATION SYSTEMS

Information system comprise 5 elements:Information system comprise 5 elements:

1.1. HardwareHardware

2.2. SoftwareSoftware

3.3. DateDate

4.4. Communications Communications

5.5. People People

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TRENDS IN INFORMATION SYSTEMSTRENDS IN INFORMATION SYSTEMS

Two of these elements are technical:Two of these elements are technical:

1.1. HardwareHardware

2.2. Software Software Better known as Better known as information technology ITinformation technology IT

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TRENDS IN INFORMATION SYSTEMSTRENDS IN INFORMATION SYSTEMS

Hardware refers to the tangible parts of IT:Hardware refers to the tangible parts of IT:

ComputersComputers printers printers serversservers monitors monitors keyboard keyboard mousemouse

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TRENDS IN INFORMATION SYSTEMSTRENDS IN INFORMATION SYSTEMS

• Software refers to the programs and applications that run Software refers to the programs and applications that run on the hardware.on the hardware.

• Organizations use software to support their processes and Organizations use software to support their processes and decision making.decision making.

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TRENDS IN INFORMATION SYSTEMSTRENDS IN INFORMATION SYSTEMS

The enterprise resource planning (ERP) system:The enterprise resource planning (ERP) system:

Is a common business software package, consists of many linkable Is a common business software package, consists of many linkable application modules that draw from a single repository of dataapplication modules that draw from a single repository of data

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• Situational analysisSituational analysis

• STPSTP

• Marketing strategyMarketing strategy

TECHNOLOGY-BASED MARKETING TECHNOLOGY-BASED MARKETING STRATEGY DEVELOPMENTSTRATEGY DEVELOPMENT

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Situational Analysis:Situational Analysis:

• Industry websitesIndustry websites

• Government websitesGovernment websites

• Market research sitesMarket research sites

• Web surveysWeb surveys

• Web tracking….ect.Web tracking….ect.

TECHNOLOGY-BASED MARKETING TECHNOLOGY-BASED MARKETING STRATEGY DEVELOPMENTSTRATEGY DEVELOPMENT

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STPSTP

• Data warehousingData warehousing

• Data miningData mining

• Decision support systemsDecision support systems

• Expert systemsExpert systems

• Perceptual mapping softwarePerceptual mapping software

TECHNOLOGY-BASED MARKETING TECHNOLOGY-BASED MARKETING STRATEGY DEVELOPMENTSTRATEGY DEVELOPMENT

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Marketing Strategy

• Company websitesCompany websites

• Content managementContent management

• Email advertisingEmail advertising

• BannersBanners

• Webcasting…..etc.Webcasting…..etc.

TECHNOLOGY-BASED MARKETING TECHNOLOGY-BASED MARKETING STRATEGY DEVEOLPMENTSTRATEGY DEVEOLPMENT

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SPORT BROADCASTINGSPORT BROADCASTING

• High definition television (HDTV)High definition television (HDTV)

• Interactive television (iTV)Interactive television (iTV)

• Video on demand (VoD)Video on demand (VoD)

• Personal video recorder (PVR) Personal video recorder (PVR)

• Mobile multimedia devices (MMDsMobile multimedia devices (MMDs)

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Questions?