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Management of sport towards satisfaction of student needs.

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The broad objective of strategic management is to enable an organisation to assess its strategic position, so it is able to provide its customers with a product or service they will value. This study attempts to use this broad objective to examine the Sports Administration Department at the University of Natal, Durban to identify issues that will assist it to reach a wider number of students. The Sports Administration has, over the last ten years, seen a reduction in sports participation. This occurred at a time when the number of students at the University had grown substantially. This resulted in a need to examine the complex dynamics taking place in the Sports Administration's operating environment, for it to be in a position to address the needs of the students it is established to serve. This study indicates that strategic management principles, which apply to a business organisation, can be applied to the setting of the Sports Administration to identify the needs and wants of its customers, to address the concerns of management and to make recommendations that will assist the Department to provide an improved service to students.


Thesis (MBA)-University of Natal, Durban, 2003.


Sports administration--University of Natal--KwaZulu-Natal., Theses--Business administration., Sports--Management., Sports administration.