A Comparative Analysis of Marketing Effectiveness of Sports Clubs at the University of Stirling

Abstract

This dissertation investigates the marketing strategies of university sports clubs, focusing on the swimming and volleyball clubs at the University of Stirling, to understand their effectiveness in fostering membership growth and engagement. The study seeks to establish factors that have led to these clubs’ marketing success and recommend how other lesser-known sports may improve marketing within the university system. In detail, it compares the resource distribution and promotional strategies in addition to the general students’ perception of these two clubs.

The present study used a qualitative approach based on the phenomenological research tradition to understand the club members' experiences. Interviews were used to collect data from 16 respondents, including members of both clubs. Thematic analysis was applied to identify the most common patterns and trends, particularly marketing partnerships, event-based participation, availability of locations, and the influence of results on the club’s recognition.

The study shows clear distinctions between the two clubs. The swimming club receives a lot of support from institutions, has a diverse marketing strategy, and is located in convenient places, which increases its publicity. On the other hand, the volleyball club has some obstacles associated with a smaller budget, restricted marketing area, and less visible venue, which hinder the membership increase. However, swimming has a general cultural ambience associated with recreation and competition, whereas volleyball is mostly associated with competition.

The findings of the study point to the need for club marketing strategies, including multiple channels, inclusive events and proper signage within facilities to increase equity for all clubs. This research enriches the current knowledge of sports marketing in higher education. It has valuable implications for the managers who are interested in developing a harmonious environment for promoting sports culture on campus. This way, universities can help solve marketing issues and improve inclusiveness, participation, and sustainability within their sports divisions.