Factors influencing student selection of sport management graduate programs: Marketing implications.

摘要

The purpose of this study is to examine the factors that influence student selection of sport management graduate programs in the United States, and the marketing implications they may have. Determining what factors most influence student selection of these programs may help administrators revise and plan future marketing strategies to attract more students. Another objective of the study is to construct a profile of current sport management graduate students to better understand the population in regard to gender, race, and age.;A questionnaire was sent to all known graduate programs of sport management (n = 119) asking one administrator and five randomly selected students to respond to 52 Likert-scale items measuring factors that could influence student selection of sport management graduate programs. The factors were organized into four groupings grounded in marketing theory. McCarthy's Four P's of the marketing mix (product, price, place, and promotion) served as the dependent variables for comparative analysis.;Analysis of variance procedures reveal significant differences (.05 level) between males and females in their rating of factors influencing student selection of sport management graduate programs. The mean response for females was higher than males on the variables product and promotion.;There are no significant differences between minority and non-minority students in their factor ratings. There are no significant differences among student age groups (