Integrated marketing communication in local sports organizations: an identity-driven framework for local value creation: the case of Nissolino Intesatletica Latina
Esposito, Delia (A.A. 2024/2025) Integrated marketing communication in local sports organizations: an identity-driven framework for local value creation: the case of Nissolino Intesatletica Latina. Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Stella Romagnoli, pp. 127. [Master's Degree Thesis]
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Abstract/Index
Integrated marketing communication: principles and applications. IMC’s definition and characteristics. Multichannel approach, synergy and consistency. IMC in small-scale and local businesses. Brand identity’s function in integrated marketing communication. Value creation and sport communication. Storytelling and brand identity in the sport industry. Community development and engagement strategies. Sports marketing practices in small and local organizations. Integrated marketing communication (IMC) in small and local sport organizations. Case study: Nissolino Intesatletica Latina. Historical background and organizational identity. Strengths, weaknesses and opportunities. Target audience segmentation. Internal and external perceptions: analysis of interviews and survey data. Communication audit: channels, content and consistency. Benchmarking analysis: communication practices in comparable organizations. Integrated marketing communication plan proposal. Strategic goals. Brand value proposition and brand choreography framework. Identification of stakeholders personas. Mapping the stakeholder journey and communication objectives. Touchpoints across the stakeholder journey in an amateur sport organization. Editorial planning, message strategy and paid, owned and earned media integration.
References
Bibliografia: pp. 95-99.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing Digital (LM-77) |
| Chair: | Integrated marketing communication |
| Thesis Supervisor: | Romagnoli, Stella |
| Thesis Co-Supervisor: | Peverini, Paolo |
| Academic Year: | 2024/2025 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 14 Jul 2026 14:05 |
| Last Modified: | 14 Jul 2026 14:05 |
| URI: | https://tesi.luiss.it/id/eprint/46396 |
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