Abstract:

The aim of this study is to assess the ‘Sports Culture and Olympics Education Project’ which has been implemented in the form of interactive seminars for 4th and 5th graders in terms of social marketing planning process. The method applied in this study was qualitative in nature and the case study was used. Data were collected by the help of the interview form consisting of open-ended questions developed according to social marketing planning process. Clarity of the questions was tested by a marketing expert. Purposeful sampling method was used in order to identify the participants. One of the three participants who were involved in face to face interviews used to manage the ‘Sports Culture and Olympic Education Project’ previously while the other two are either currently in the management of the project and/or NOC of Turkey Culture and Education Commission member, directly related to the implementation of the project. Recordings were used by permission of the participants in the interviews. Summarized data in the descriptive analysis was explored in more detail in the content analysis. After the coding process, similar data were compiled in order to develop the themes. In order to account for validity and reliability of the research, findings were obtained through different data collection methods such as recordings and short memos. Participants who provided the data were described without divulging their names or departments. The results of the study point out that the ‘Sports Culture and Olympic Education Project’ which has been implemented in the form of interactive seminars has been successful in the realization of many of the stages of the social marketing planning process, however there are some areas that need more systematic actions in implementation.

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