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Melissa Davies, Michael L. Naraine, and Brandon Mastromartino

This case asks participants to take on the role of a brand consultant, working for the fictional brand management firm, BrandNew, to advise on the branding of a new National Hockey League (NHL) franchise. The consultant will need to identify the strengths and weaknesses in the brand equity for three previous NHL expansion or relocation teams (i.e., Vegas Golden Knights, Winnipeg Jets, Carolina Hurricanes) in order to understand what goes into selecting an effective team name, color scheme, logo, mascot, and how to socially integrate into the host city market. Consultants will then make recommendations for the NHL’s next expansion team in Seattle, Washington, so as to build sustained brand equity in the Seattle market.

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David Pierce, Melissa Davies, and Bryan Kryder

This article outlines an opportunity for sport management instructors to integrate design thinking as a pedagogical tool into their classrooms to align with the demands of today’s innovative and evolving sport industry. Design thinking enables students to become designers and to approach problems from an empathetic and creative perspective to promote innovative solutions to a wide range of problems. This article will introduce design-thinking concepts and how they align with the advancing sport management curriculum before outlining the steps required for instructors to incorporate design thinking into a sport management capstone class.

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James Strode, Melissa Davies, and Heather J. Lawrence

A great deal of sport management literature in recent years draws upon the need for effective quantitative and qualitative research methods. However, there are limited cases for a sport management faculty to effectively teach students proper process, design, and implementation of survey or interview research, particularly for real-world sport applications, such as student-athlete exit interviews. This case aims to fill this gap and outlines a plan for students to identify limitations in current student-athlete exit data collection methods and to learn the common barriers associated with effective research design. Students are made aware of common missteps throughout the research process and are provided foundations for effective survey and interview design. Information taught via this case can also be used across sport management contexts, such as fan experience surveys, retail customer satisfaction surveys, or donor satisfaction interviews.