The impact of media marketing on increasing involvement of students in the activities of student sports clubs

Abstract

In the age of technological progress and new information technologies, comfort and new opportunities have become available thanks to mobile communications and the global Internet, which now occupy an important place in the development of society. At the same time, a mankind‘s need to maintain a healthy lifestyle has increased and, as a result, there is a growing interest in the promotion of sports services in social media, which have become advertising platforms. The availability of free and quality sports for students of Russian universities has recently been one of the priority areas.In educational organizations, being a structural unit, the Sports Club carries out mass sports work with students, including those who are members of sports teams, ensures the work of sections in various sports, as well as training and competitive processes. Due to the importance of attracting the strongest students to the sections in order to form the university’s sports teams to achieve high sports results, as well as promoting a healthy lifestyle among all students, the author analyzed the tools for promoting sports student associations of the university and determined the effectiveness of their application. The article evaluates the influence of media marketing on increasing the involvement of students in the activities of student sports clubs using such methods as analysis of scientific and methodological literature, questionnaires, and surveys. The study involved 55 participants aged 18 to 30 years old, who are students of various higher educational institutions.

Keywords

• sports club
• physical culture and sports student associations
• media marketing of sports services
• marketing of student sports
• educational work