Technology segmentation for marketing: entrepreneurial approaches to intercollegiate athletics
by Lynn Neeley, Kimberly M. Judson
International Journal of Sport Management and Marketing (IJSMM), Vol. 7, No. 1/2, 2010

Abstract: This study examined the application of electronically mediated communication and interaction of university athletics programmes with internal consumers. The researchers explored a university's intercollegiate athletics marketing programme and efforts to develop the internal brand. Qualitative methods were used to explore how technology can foster internal branding and brand community among student-athletes at a large, public, Midwestern university in the USA with a Division I athletics programme. The research objective is exploratory in nature and seeks to examine student-athletes' and a university's mutually beneficial interaction and need satisfaction, especially those facilitated with interactions best suited to members of Generation Y, the current student-athletes. The long interviews reflect areas of opportunity for the university to enhance the evolving relationships with student-athletes through the use of advanced technology. Due to today's technologically based differences in consumer expectations and interactive marketing approaches, it is important for intercollegiate athletic administrators and staff to understand these techniques and their potential benefits. This study gives a real-life example of how to serve the universities' branding through support of student-athletes' needs to yield mutual benefits. It is the first in the literature that reports the analysis of student-athletes' co-producer role as it can be facilitated through application of interactive communications technologies.

Online publication date: Tue, 01-Dec-2009

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