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