Case

1. What factors will likely have the greatest impact on student attendance at a basketball game for your university?

In my opinion, a team’s winning culture is the most important factor affecting student’s attendance to sports events. Students like their team always winning and constantly beating other college teams. If their teams always lose, it is disappoint to seat there and watch. Time after time, nobody wants disappointment on their Friday night, so that they choose to do something else that's fun.

2. Describe culture. How would your university go about creating a unique culture to capture student attendance for your university?

To me, culture means a consistent of pattern, behaviors and religion shared by a group of people that are generally considered to be their traditions. People will pass culture from generation to generation. In order to create a unique culture for a university, you need a team to represent the face of your franchise. Our football and basketball team for example, they have created a lot of awareness among sports funs all over the country. Funs are proud of being a part of buckeye nation because their team always stays on top of their league. This will create word of mouth effect.

3. What are the benefits and dangers that universities face by including social media in their marketing campaigns?

Social media could be costly, a single ads could cost millions on national television. However, benefits are also obvious, as the article mentioned, connecting with students to conduct a flash mob could increase attendance and create buzz for students to come and watch. Moreover, Social media could reinforce the university’s image and awareness.

4. What types of social media campaigns could a sports marketing director implement to gain student awareness? Explain your answer.

I would use Facebook to run this campaign. The goal of this campaign is to engage fans and drive traffic to sports websites like ESPN or...