Co-Branding Through an International Double Degree Program: A Single Case Study in Sport Management Education

in Sport Management Education Journal

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Tim Ströbel University of Bayreuth

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B. David Ridpath Ohio University

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Herbert Woratschek University of Bayreuth

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Norm O’Reilly University of Guelph

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Markus Buser University of Bayreuth

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Michael Pfahl Owens Community College

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DOI:
https://doi.org/10.1123/smej.2019-0047
Keywords:
international business; innovative marketing; globalization; pedagogical framework
First Published Online:
07 Oct 2020
In Print:
Volume 14: Issue 2
Page Range:
119–128
Restricted access

Scholars forecast that globalization will require sport managers to have competencies in international business. Sport, due to its global nature, has become an international business, leading to sport management programs at postsecondary institutions growing in number and the marketing of such programs becoming a key success factor. In an increasingly competitive educational environment, both effective curriculum offerings and innovative marketing, including branding, are important for a successful sport management program. This article shares a case study of innovative marketing—the co-branding through a double degree program between two long-standing sport management programs, one in North America (Ohio University, United States) and one in Europe (University of Bayreuth, Germany). This program is designed to enhance international education, as well as global internship and job-placement opportunities. The details of the double degree program within the background of co-branding are presented as a pedagogical framework for international education. Data from a survey of industry professionals are analyzed to demonstrate the need for such an international double degree program. Results provide a template for replication by other institutions and identify potential future research.

Ströbel, Woratschek, and Buser are with the University of Bayreuth, Bayreuth, Germany. Ridpath is with the Ohio University, Athens, OH, USA. O’Reilly is with the University of Guelph, Guelph, ON, Canada. Pfahl is with Owens Community College, Toledo, OH, USA.

Ridpath (ridpath@ohio.edu) is corresponding author.
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