Developing an Initial Marketing Plan for Intercollegiate Athletic Programs

in Journal of Sport Management

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William A. SuttonThe Ohio State University

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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.

Direct all correspondence to William A. Sutton, School of HPER, The Ohio State University, Columbus, OH 43210.

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