Document Type
Conference Proceeding
Conference Track
Sport Marketing
Publication Date
2014
Abstract
The purpose of this paper is to suggest a model for institutions to structure their rugby program in order to grow the brand name of an educational institution. The strategy outlined in the paper promotes the use of the sport of rugby union to reach foreign markets that are otherwise not tapped. The international branding of U.S colleges generates source of funding and institutional recognition. A suggested model that could be transposed to other non-school sponsored sports in order to reach the intended market, is preceded by a brief outline and examination of the current common structuring that institutions use in the administration of their rugby programs.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Whitrow, Nicolas P.E; Hickey, Justin M.; Satterfield, James W.; and Godfrey, Michael G., "Rugby as a Growth Model for College Marketing" (2014). Association of Marketing Theory and Practice Proceedings 2014. 44.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2014/44
About the Authors
Nicholas Whitrow is currently studying Educational Leadership at the Doctoral level. He has a concentration of higher education and is in his first year of the program at Clemson University. Nicholas is an editor for the Coach and Athlete in Education publication and his research interests are related to student athletes in education and in particular the structuring of collegiate sports and the transgender athlete. Nicholas received his M.Ed from Grand Canyon University in 2013 and his Bachelors degree in Sports Studies from Lancaster University in the United Kingdom in 2003. Nicholas is also currently an adjunct instructor in the Athletic Leadership department at Clemson University where he teaches Coaching Soccer.
Justin Hickey is a 3rd year PhD student in the Educational Leadership department at Clemson University, with an emphasis in Higher Education. Justin's research interests consist of intercollegiate athletic administration and the student-athlete experience. Justin received his Master of Education in School Counseling from Grand Valley State University, and his Bachelor of Science in Business Administration from Central Michigan University. Justin is the head coach of the men's rugby team at Clemson, and also teaches Intro to Rugby for the Leisure Skills Department, along with coaching courses as an adjunct instructor for the Athletic Leadership program.
James Satterfield is an Associate Professor of Higher Education at Clemson University. His research agenda is the social and political context of intercollegiate athletics. He is the author of several articles related to intercollegiate athletics and the co-editor of the Journal for the Study of Sports and Athletes in Education.
Michael Godfrey is currently a lecturer in Athletic Leadership at Clemson University as well as a Certified Athletic Trainer. Michael received his PhD in Educational Leadership from Clemson University and his Masters in Exercise Science/Kinesiology from James Madison University. Michael’s current research involves athletic development and team culture, organizational culture, and performance development.