Designing Marketing Strategies Based on the Balanced Scorecard for Enhancing the Brand and Media Reputation of the Tehran Municipality Sports Organization

Document Type : Original Article

Authors

1 Sports Management, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran

2 Assistant of Prof. in Physical Education, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran

Abstract
The aim of this study was to design marketing strategies based on the balanced scorecard (BSC) to enhance the brand and media reputation of the Tehran Municipality Sports Organization. The research adopted a qualitative approach using thematic analysis. The statistical population included experts in sports management (academics and researchers in the field), managers of the Tehran Municipality Sports Organization, and public relations and media officials of the organization. Samples were selected purposefully, and data collection continued until theoretical saturation was achieved (19 participants). The research tool was exploratory (semi-structured) interviews. The validity of the tool was assessed and confirmed through sample reliability, expert opinions, and inter-rater agreement. For data analysis, the thematic analysis method proposed by Attride-Stirling (2001) was employed. Interviews were analyzed using MaxQDA Pro software.The results of comprehensive thematic analysis and the creation of a thematic network, based on expert opinions and theoretical foundations, revealed four key dimensions for designing BSC-based marketing strategies: financial (increasing revenue, optimizing costs, evaluating financial performance), customer (attracting new customers, building loyalty and engagement with customers, assessing and analyzing customer needs), internal processes (improving advertising processes, enhancing service quality, optimizing internal operations), and learning and growth (enhancing organizational skills and knowledge, promoting innovation and process improvement, strengthening organizational culture).

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Subjects

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  • Receive Date 08 February 2025
  • Revise Date 09 June 2025
  • Accept Date 30 August 2025