Aspirations Through Association: Using Athletics to Enhance Institutional Prestige

in Case Studies in Sport Management
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Increasingly, sport managers are attempting to use athletics to positively affect their colleges' and universities' prestige. To highlight this contemporary issue, this case study presents an athletic director, Dwight Stanley, who has to give a recommendation on whether his institution should maintain its membership in the NJCAA or pursue membership in another athletic association, namely the NAIA or NCAA DIII.This case study is designed to capture the tension sport managers face as they encounter complex decisions. Accordingly, each membership option is presented with its advantages and disadvantages, as well as its supporters and detractors.Consequently, students will be required to critically assess a variety of factors to determine the institution's most feasible course of action. Given the popularity of careers within intercollegiate athletics, this case study provides an excellent way for students to engage in considering the complexities of such positions.Additionally, though the case study is presented within the context of intercollegiate athletics, the analytical process required to select a course of action is transferable to other segments of the sport industry.

Rhema D. Fuller, Brennan K. Berg, and Michael Hutchinson are with the Kemmons Wilson School of Hospitality and Resort Management,University of Memphis, Memphis, TN.

Supplementary Materials

    • Teaching Note (PDF 348 KB)
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