copyright © 2009 nelson education ltd. all rights reserved. technology in sport marketing chapter...
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Copyright © 2009 Nelson Education Ltd. All rights reserved.
Technology in Sport MarketingTechnology in Sport Marketing
Chapter 14Chapter 14
2Copyright © 2009 Nelson Education Ltd. All rights reserved.
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
3Copyright © 2009 Nelson Education Ltd. All rights reserved.
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
4Copyright © 2009 Nelson Education Ltd. All rights reserved.
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)
Copyright © 2009 Nelson Education Ltd. All rights reserved.
Questions?