PARTICIPANTS’ PROFILE & PRE-REQUISITES
Seminar participants should hold key positions within their National Federation in regard to marketing and/or mass media related matters.
CONTENT
The topics to be covered in the seminar include:
· Seminar Introduction
- Formal opening
- Personal introductions
- The IAAF-philosophy and structure
· Marketing the IAAF
- The importance of developing the IAAF brand
- Corporate identity
- Corporate image
- Target groups
- Partners
- Co-operation with a marketing and television agency
· Competitions: the Number 1 Product of Athletics
- Features of a good competition
- Video analysis: positive and negative aspects of an athletic event
· Marketing the Sport
- The relationship of the economy, television and sport
- Sport sponsorship: definition and characteristics
- Creating a new event
- The structure and organisation of an athletic federation
- The federation’s marketing structure and concept
· Olympic Marketing
- Targets
- Structure and concept
- Development
- Challenges for the development of the IAAF’s marketing
· Television
- Importance to the IAAF
- The role of television in selected countries
- Television sponsorship and advertising
- Targets of television
- What can athletics offer television
- The economic cycle of television
· New Media
- The importance of the Internet and an intranet for the IAAF
- Characteristics of a athletics federation homepage
· Overview
- The influence of social changes on sport
- The competition system
- The management of athletics events
· Applications
- Sponsorship monitoring and measurement methods
- The checklist as an organisational technique
· Seminar Wrap-up
- Discussion
- Evaluation
- Formal closing