Developing an Initial Marketing Plan for Intercollegiate Athletic Programs

1987 ◽  
Vol 1 (2) ◽  
pp. 146-158 ◽  
Author(s):  
William A. Sutton
Keyword(s):  
Service Area ◽  
Marketing Plan ◽  
Athletic Programs ◽  
Marketing Theory ◽  
Athletic Director ◽  
Intercollegiate Athletic ◽  
Intercollegiate Athletic Programs

This paper recommends an approach to the development and implementation of marketing plans with regard to intercollegiate athletic programs The thoughts expressed herein are based upon marketing theory and research advertising, and promotional management principles commonly used in mainstream business and industry but often overlooked in sport and athletics The author provides a series of steps to serve as guidelines for the sport manager/athletic director. By incorporating the theories and ideas set forth in this paper, the sports practitioner would be better equipped to develop a marketing plan applicable to the uniqueness and requirements of his or her particular institution or service area.

Perceptions of Intercollegiate Athletic Programs: Priorities and Tradeoffs

1999 ◽  
Vol 16 (4) ◽  
pp. 301-325 ◽  
Author(s):  
Daniel S. Putler ◽  
Richard A. Wolfe
Keyword(s):  
Theory And Practice ◽  
Athletic Programs ◽  
Negative Effects ◽  
Intercollegiate Athletic ◽  
Athletic Program ◽  
Cluster Membership ◽  
Considerable Controversy ◽  
Intercollegiate Athletic Programs

Considerable controversy exists concerning university athletics. Depending upon one’s perspective, athletic programs are seen as having important positive, or negative, effects on universities. The objective of the research reported here is to determine whether perceptions of intercollegiate athletic programs differ as a function of issues such as winning, profits, ethics, and the education of athletes. Our analyses indicate that: (a) ethics and winning, and education and revenue, tend to be competing athletic program priorities; (b) individuals cluster in four groups that emphasize athletic program revenue, winning, education, and ethics; and (c) the extent to which cluster membership is related to constituency group (e.g., alumni, students, faculty) membership depends on the constituency group being considered. The paper concludes with a discussion of the implications of our findings for both theory and practice.

An Exploratory Study of the Transportation Practices Utilized by NCAA Universities: Preventative Measures for Coaches and Administrators

2011 ◽  
Vol 4 (3) ◽  
pp. 65-75
Author(s):  
Jennifer Beck ◽  
Bernie Goldfine ◽  
Susan Whitlock ◽  
Todd Seidler ◽  
Jin Wang
Keyword(s):  
Exploratory Study ◽  
High Rate ◽  
Division I ◽  
Transportation Safety ◽  
Athletic Programs ◽  
Division Iii ◽  
Intercollegiate Athletic ◽  
Preventative Measures ◽  
Athletic Teams ◽  
Intercollegiate Athletic Programs

Currently more than 1,000 NCAA member institutions have intercollegiate athletic programs. The athletic teams from all of these institutions must travel in order to participate in sanctioned competitions as well as some training sessions. Transportation methods vary and consist of airplanes, chartered buses, 12 and 15-passenger vans, university-owned vehicles, minibuses, and student-athlete vehicles. The purpose of this exploratory study was to determine and compare the current transportation practices of Division I, Division II, and Division III teams, in particular those transportation practices involving teams for sports which are typically non-revenue producing. A total of 120 colleges were randomly selected for this study, and 43% of these institutions responded. Results indicate that many teams are not using the safest methods to transport their athletes. Coaches are frequently called upon as drivers and 15-passenger vans are used at a high rate. Schools also failed to implement the majority of the National Transportation Safety Board (NTSB) recommendations for the transportation of student-athletes.

Intercollegiate athletic programs, university brand equity and student satisfaction

2019 ◽  
Vol 21 (1) ◽  
pp. 106-126 ◽  
Author(s):  
Thomas A. Hanson ◽  
Michael R. Bryant ◽  
Katie J. Lyman
Keyword(s):  
Student Satisfaction ◽  
Undergraduate Students ◽  
Brand Equity ◽  
Sense Of Community ◽  
Athletic Programs ◽  
Intercollegiate Athletic ◽  
Content Type ◽  
Emotional Connection ◽  
Intercollegiate Athletic Programs ◽  
University Brand

Purpose The purpose of this paper is to explore relationships among three primary variables: sports spectatorship of intercollegiate football, university brand equity and student satisfaction. The primary purpose is to understand the extent to which athletic programs influence campus culture, sense of community and the satisfaction of undergraduate students. A secondary purpose is to probe the factor structure, reliability and validity of a recently developed sports spectatorship scale. Design/methodology/approach The authors collected data through an online survey of 419 undergraduate students enrolled at three separate Midwestern universities, using previously developed and validated survey scales. Findings Relationships between brand equity and student satisfaction suggest that athletic programs provide a benefit to universities by improving students’ psychological sense of community and emotional connection to the institution. Furthermore, correlations between sports spectatorship and brand equity measures suggest an internal advertising effect. Originality/value The results contribute to the understanding of the role of intercollegiate athletic programs, in this case from the perspective of enrolled undergraduate students. Additionally, the findings recommend ways that universities might maximize some of the benefits by emphasizing the emotional connection of the student body to the teams. The paper also contributes to the validation of the sports spectatorship scale as a tool for further research.

Travelers on the Title IX Compliance Highway: How Are Ohio’s Colleges and Universities Faring?

2007 ◽  
Vol 16 (2) ◽  
pp. 46-82 ◽  
Author(s):  
Ellen J. Staurowsky ◽  
Heather Lawrence ◽  
Amanda Paule ◽  
James Reese ◽  
Kristy Falcon ◽  
...  
Keyword(s):  
Gender Equity ◽  
Intercollegiate Athletics ◽  
Title Ix ◽  
Junior Colleges ◽  
Colleges And Universities ◽  
The State ◽  
Higher Learning ◽  
Athletic Programs ◽  
Institutions Of Higher Learning ◽  
Intercollegiate Athletic Programs

As a measure of progress, the experiences today of women athletes in the state of Ohio are far different from those attending institutions of higher learning just after the passage of Title IX of the Education Amendments Act of 1972. But how different, and how much progress has been made? The purpose of this study was to assess the level of progress made by compiling and analyzing data available through the Equity in Athletics Disclosure reports filed by 61 junior colleges, four year colleges, and universities in the State of Ohio over a four year span of time for the academic years 2002-2006.2 The template for this study was the report completed by the Women’s Law Project examining gender equity in intercollegiate athletics in colleges and universities in Pennsylvania (Cohen, 2005), the first study of its kind. Similar to that effort, this study assesses the success with which intercollegiate athletic programs in Ohio have collectively responded to the mandates of Title IX in areas of participation opportunities and financial allocations in the form of operating budgets, scholarship assistance, recruiting and coaching.3

scholarly journals Avoiding digital marketing analytics myopia: revisiting the customer decision journey as a strategic marketing framework

2021 ◽  
Author(s):  
Matthew D. Vollrath ◽  
Salvador G. Villegas
Keyword(s):  
Conceptual Framework ◽  
Digital Marketing ◽  
Strategic Marketing ◽  
Marketing Plan ◽  
Marketing Theory ◽  
Strategy Formation ◽  
Consumer Decision ◽  
Profound Impact ◽  
Marketing Analytics ◽  
Consumer Value

AbstractThe use of analytics data in digital marketing has had a profound impact on the way marketers create consumer relationships and how firms make decisions. However, the marketing analytics literature offers little guidance on how digital marketing analytics tools should be selected and leveraged in service to the firm’s overall strategy. Foundational marketing theory and research concerning the origin of consumer value and the primary importance of the consumer decision journey to strategy formation offer a pathway to evaluating digital marketing tools and analysis in a strategic and theoretically sound manner. This paper builds on seminal marketing thought to propose a conceptual framework that places use of digital marketing analytics tools and channels in the context of a firm’s marketing plan. The framework has diverse applications across many industries and platforms and can help markers avoid falling victim to digital marketing analytics myopia, even as evolving technologies and broader societal forces like the response to Covid-19 accelerate the digitalization of marketing.

Athletic Director Leader Behavior as a Predictor of Intercollegiate Athletic Organizational Effectiveness

1990 ◽  
Vol 4 (2) ◽  
pp. 161-173 ◽  
Author(s):  
Dallas Branch
Keyword(s):  
Interpersonal Relationships ◽  
Intercollegiate Athletics ◽  
Organizational Effectiveness ◽  
Leader Behavior ◽  
Athletic Director ◽  
Intercollegiate Athletic ◽  
Athletic Program ◽  
Management Philosophy ◽  
Athletic Leaders ◽  
Task Accomplishment

Intercollegiate athletics has come under increasing scrutiny. Questions of leadership and the NCAA’s Presidents’ Commission reflect new levels of exposure and commitment to clean the athletic house. The problem of defining the academic/athletic balance in big-time college sports has polarized faculty, administrators, and athletic leaders at many colleges and universities. The purpose of this study was to examine athletic director and selected assistant perceptions of leader behavior to determine whether their perceptions contributed significantly to the prediction of intercollegiate organizational effectiveness. Findings indicate that effective athletic organizations have leaders who are more predisposed to goal and task accomplishment than to developing good interpersonal relationships with their subordinates. Contemporary leadership theory and management philosophy suggests that organizations that can accomplish both are most effective. Athletic directors may want to adjust their leadership behaviors to meet the managerial demands of today’s intercollegiate athletic program.

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