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Jo Williams and Colleen Colles

Changes in higher education, demands for accountability, and concerns over academic quality have brought increased attention to accreditation (Eaton, 2006). The growth of specialized accreditation has created numerous opportunities but also brings challenges (Tullis & Carney, 2007). The sport management discipline has recently launched an outcome-based and mission-driven accreditation organization: the Commission on Sport Management Accreditation (COSMA). The purpose of this study was to examine the perceptions sport management faculty and administrators have towards the potential benefits and challenges of accreditation. Surveys (N=322) were distributed and 119 useable responses were obtained. In general, respondents indicated support for COSMA but many also expressed concerns. Institutions that had joined COSMA had different perspectives than those who had not, particularly in relation to the value of external benefits such as competitive advantages and increased marketing potential. Concerns over costs, involvement of business professionals and the credibility of the organization were also considered.

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Jo Williams and Colleen Colles

Increased accountability has led institutions of higher education to search for assessment tools that provide documentation on the achievement of specific learning outcomes. Portfolio assessment has become commonplace among many disciplines but limited work has been presented within sport management. The purpose of this research is to present an adaptable portfolio assessment framework that will allow faculty to assess student learning outcomes using the internship portfolio. Student achievement is assessed in relation to the development of broad-based skills and the application of curriculum content standards. Over 500 entries from 35 portfolios were analyzed via scoring rubrics. Data collected indicated that with appropriate support, the portfolio framework could be used to assess individual student achievement within the desired areas. A positive relationship between portfolio scores and major GPA was found; however, no significant differences in portfolio scores were identified based on job descriptions.

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Jo Williams and Susan J. Chinn

Sport industry marketers have long understood the importance of nurturing customer relationships. The new challenge is how best to face the shifts in customer relationship marketing posed by sports organizations and proactive consumers, or “prosumers.” In this article, the elements of the relationship-building process are presented with a focus on communication, interaction, and value, concepts identified in Gronroos’s (2004) relationship-marketing process model. An expanded version of Gronroos’s model is developed to include prosumers and to describe the interactions that occur through social-media exchanges. The value of specific social-media tools and Web 2.0 technologies in helping sport marketers meet their relationship-marketing goals is also discussed. Finally, directions for future research employing the expanded model are suggested.