There is a significant need for identifying marketing techniques and strategies to enhance the career opportunities of the sport psychologist. Unfortunately, few sport psychologists have the entrepreneurial skills needed to reach alternative target markets. Professional service marketing can help the sport psychologist identify and develop strategies for employment and career opportunities. This paper examines current issues concerning the sport psychology profession, the role of marketing in professional service organizations, and a six-step marketing procedure for creating a professional marketing plan for the sport psychologist. The six steps of the marketing process include (a) situational analysis, (b) identification of service availability, (c) market assessment, (d) identification of decision-making roles, (e) marketing plan, and (f) evaluation process.
Charmaine DeFrancesco is with the Department of Movement Science and Physical Education, and Joseph J. Cronin is with the College of Business at Florida State University, Tallahassee, FL 32306.