Purpose

The purpose of this study was to gather insights from sport marketing professionals and identify key opportunities, challenges and knowledge that sport marketing educators and researchers could utilize in developing curriculum and research agendas.

Design/methodology/approach

A qualitative approach was used, and data were collected through in-depth interviews with 15 sport marketing professionals. Participants were asked questions related to the knowledge, skills and experiences that they believe are important for students to have to be successful in the industry, as well as the types of research that would be most useful in their day-to-day work.

Findings

Industry professionals noted collaboration, transformation in digital marketing, data and analytics and experiential marketing as key trends facing the industry today. The findings suggest that sport marketing curriculum should focus on soft skill development such as communication, relationship building and empathy alongside hard skill development such as data analysis and storytelling. As well, findings show research areas where scholars can aid practitioners with a focus on consumer insights, technology, measuring ROI and experiential marketing.

Originality/value

With these findings, educators and scholars can better prepare students for successful careers in industry and contribute to the ongoing advancement of the scholarly field. This study serves as a starting point for further research in this area, and it is hoped that it will spark continued collaboration between academia and industry.

中文翻译：

---

体育营销中的人力资本开发：行业洞察

 目的

本研究的目的是收集体育营销专业人士的见解，并确定体育营销教育者和研究人员在制定课程和研究议程时可以利用的关键机遇、挑战和知识。

设计/方法论/途径

采用定性方法，通过对 15 名体育营销专业人士的深入访谈收集数据。参与者被问到的问题涉及他们认为对学生在行业取得成功至关重要的知识、技能和经验，以及对他们日常工作最有用的研究类型。

 发现

行业专业人士指出，数字营销、数据和分析以及体验式营销的协作、转型是当今行业面临的主要趋势。研究结果表明，体育营销课程应注重软技能发展，如沟通、建立关系和同理心，以及硬技能发展，如数据分析和讲故事。此外，调查结果还显示了学者可以帮助从业者的研究领域，重点关注消费者洞察、技术、投资回报率衡量和体验式营销。

 原创性/价值

有了这些发现，教育工作者和学者可以更好地帮助学生为工业界的成功职业生涯做好准备，并为学术领域的持续进步做出贡献。这项研究是该领域进一步研究的起点，希望它将激发学术界和工业界之间的持续合作。