By By: Oputa C‘fine Chukwuma (Ph.D)
Akude, Seyram Kafui
Agyemang, Simon Mawulor
Abstract
This study examined creating sports literacy through artificial intelligence for effective sports marketing in public universities in Accra, Ghana. Two research objectives and corresponding research questions were used for the study just as the descriptive design was adopted. Also, the theory of human capital guided it. Data was got from both primary and secondary sources. A self-prepared instrument titled, ―Creating Sports Literacy through Artificial Intelligence for Effective Sports Marketing in Public Universities in Accra Questionnaire (CSLAIESMPUAQ)‖ was used to collected data from the 400 respondents. Findings showed that both physical and health education and sports participation contribute positively to sports marketing and both can be generated using Artificial Intelligence. It was therefore recommended among others that teaching physical and health education through AI should be promoted in public universities in Accra to enhance the knowledge of students towards sports and its marketing, the curriculum for physical and health education should be improved in order to accommodate current trends such as sponsorship, branding, advertising, social / public relations, etc., federal government in collaboration with education stakeholders should train the physical and health education teachers on the use of AI in their discipline periodically for their continual development, which will be handy during teaching – learning sessions as well as intramural and intermural sports and that AI computers and ICT facilities should be made available in public universities which will be useful during teaching and practice.
