N.V. Kandaurova
associate professor, Ph.D.
Moscow state pedagogical university, Pedagogical institute of physical culture and sport, Moscow

Key words: manager, administrator, sports school, marketing, professional development.
Despite of the programs for administrators of sports organizations being actively promoted at present, the problem of qualitative professional training of middle-level managers, which, in the researchers' opinion include directors (deputy directors) of sport schools, is still relevant. If analyzing the needs of executives in respect learning managerial disciplines, one can state that they are interested in the aspects of personnel management and marketing of sports organizations.
The purpose of the study was to analyze the program "Marketing of sports organization" for sport school administrators.
The educational experiment was held in 5 phases in 2008–2012 at postgraduate courses. The first phase was dedicated to group questionnaire. At the 2nd phase the feedback was realized via the on-line survey. At the 3rd phase the second test was heal during the 8-9th months after finishing the postgraduate courses on the use of acquired knowledge in the managerial activity of  the sport school administrator. The 4nd phase - comparative analysis and processing of the obtained data, the 5th - discussion of the findings and conclusions.
The findings prove that the research and information and visual-propaganda means of marketing should be used for work with parents, along with the methods of advertisement and public relations in management of a sport school. Presentation of sport school is important for public relations, especially in respect to parents. The use of the suggested means of marketing is a real need for effective organizational and administrative activity of sport schools at present.

References

1. Ashmarin, B.A. Theory and methods of educational researches in physical education / B.A. Ashmarin. – Moscow: Fizkultura i sport, 1978. –  223 P. (In Russian)
2. Weider, D. The system of body building: guidance / D. Weider. – Moscow: Fizkultura i sport, 1991. – 112 P. (In Russian)
3. Nachinskaya, S.V. Sports metrology: study guide for students of higher educational institutions / S.V. Nachinskaya. – Moscow: Academia, 2005. – 240 P. (In Russian)
4. The basics of mathematical statistics / Ed. by V.S. Ivanov. – Moscow: Fizkultura i sport, 1990. – 175 P. (In Russian)
5. Seluyanov, V.N. The basics of scientific and methodological activity in physical culture / V.N. Seluyanov, M.P. Shestakov, I.P. Kosmina. – Moscow: SportAkademPress, 2001. – 184 P. (In Russian)
6. Khasin, L.A. Estimation of injury risk of exercises used in athletic training: Proceedings of the XXVIII theor.-method. conf. of the faculty and researchers of MSAPhC. Iss. V. Moscow state academy of physical culture / L.A. Khasin, D.Yu. Tarakhovsky. – Malakhovka, 2007. – P. 105-114. (In Russian)
7. Khasin, L.A. Planning of training in athleticism in view of injury risk criteria, integral and local loadings: On the verge of the XXI century. Year 2003. Sicentific almanac of MSAPhC. V. V. Moscow state academy of physical culture / L.A. Khasin, S.S. Shchelkov. – Malakhovka, 2004. – P. 35-48. (In Russian)
8. Khasin, L.A. Planning of sports training in the exact statement: Proceedings of the jubilee theoretical-practical conference devoted to the 70th anniversary  of ARSRIPhC "Physical culture and sport in conditions of modern socio-economic modernizations in Russia" / L.A. Khasin. – Moscow: ARSRIPhC, 2003. – P. 179-181. (In Russian)
9. Khasin, L.A. Expert systems for planning of sports training: theoretical-methodological approaches and perspectives of development / L.A. Khasin // Teoriya i praktika fizicheskoy kultury. – 2007. – № 2. – P. 43-47. (In Russian)
10. Khasin, L.A. Informatization of the industry of physical culture and sport and perspective technologies (message two) / L.A. Khasin, S.B. Bur'yan, S.V. Minkov, A.B. Rafalovich // Teoriya i praktika fizicheskoy kultury. – 1996. – № 10 . – P. 41-45. (In Russian)
11. Shchelkov, S.S. Methods of planning of training in athleticism using information technologies: Proceedings of the All-Rus. scient. conf. "Innovation technologies and technical means of teaching and training in the sphere of physical culture and sport" / S.S. Shchelkov, L.A. Khasin. – Malakhovka, SRIT MSAPhC, 2004. – P. 198-202. (In Russian)