میثم رحیمی زاده

The purpose of this research is to develop a strategic marketing plan for the Lifeguard and Diving Federation of the Islamic Republic of Iran. The current research is a mixed study with the strategic approach. By conducting a combined method including expert opinion, review of valid documents, and using some matrices related to the formulation of a strategic plan, the formulation of a strategic plan for the marketing of the Lifeguard and Diving Federation has been discussed. The research participants included 15 members of the Board of Directors of the Lifeguard and Diving Federation, managers and sports marketing specialists. In quantitative phase, the measurement tool consisted of a researcher-developed questionnaire that was designed and adjusted using the Delphi method. According to the final score of the evaluation matrix of internal factors (2.47) and the evaluation matrix of external factors (2.44), it was determined that the strategic marketing position of Lifeguard and Diving Federation was in the WT position. The results of SWOT analysis have led to the formulation of 3 SO strategies, 3 ST strategies, 3 WO strategies, and 4 WT strategies. 13 strategies to fulfill the mission of the long-term marketing goals of the federation have been developed and an operational plan has been prepared for each of them. It was concluded that the lifeguard and diving federation needs to use defensive strategies and close to the competitive area (ST) in the field of action. 

The purpose of this study was to develop a strategic plan for Pahlevani and Zourkanei federation in Iran. The statistical population of this study included members of the federation's board of directors, chairmen of the federation committees, heads of provincial councils as well as sports and management elites. 50 experts participated in this study through total sampling approach. According to the results of the research, a total of 18 strengths, 30 weaknesses, 12 opportunities, and 17 threats for Pahlevani and Zourkanei federation were identified and based on the internal and external factors, the strategic position of the Pahlevani and Zourkanei Federation in the WT region was determined. A total of 19 strategies, including five SO strategies, five ST strategies, six WO strategies, and three WT strategies for the Pahlevani and Zourkanei federation, were developed. Therefore, according to the results of SWOT analysis matrix, it is necessary to use more than a defensive or stabilization strategy to manage the development of Pahlevani and Zourkanei federation.

This study aimed to identify the challenges and drivers of AI-based electronic marketing in the sports industry of Iran. The research employed a qualitative approach with thematic analysis. The research population consisted of academic and organizational experts in the sports industry. Sampling was conducted using purposive (judgmental) and snowball methods, and interviews continued until theoretical saturation reached at the twelfth interview. To validate the research, the triangulation of data sources, peer review, and participant review method was utilized. Additionally, to check reliability, inter-coder reliability and test-retest reliability were employed. Data analysis was performed using MAXQDA2020 software in three stages of coding (instance, main theme, sub-theme). The results indicated that the challenges of AI-based electronic marketing in the Iranian sports industry include "service quality assurance, customer rights enforcement, security and privacy protection, inadequate employee knowledge and skills, lack of appropriate statutes and regulations, incorrect audience recognition and needs assessment, lack of focus on disruptive technologies, improper use of AI, increased internet consumption for unsolicited advertisements." The drivers encompass "providing low-interest loans, training and skill development, utilizing digital technologies, applying marketing mix, knowledgeable and informed management, holding briefing sessions, customer communication channels, research development, information dissemination and advertising, standard formulation, governmental support, smart technology development and application, investment, motivation and hope for progress, tax exemptions, culture building, business coaching, academic education, infrastructure and equipment, and branding.