Title: Technology segmentation for marketing: entrepreneurial approaches to intercollegiate athletics

Authors: Lynn Neeley, Kimberly M. Judson

Addresses: Management Department, Northern Illinois University, 245Q Barsema Hall, DeKalb, IL 60115, USA. ' Department of Marketing, Illinois State University, 325 College of Business Building, Normal, IL 61790-5590, USA

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.

Keywords: entrepreneurial market segmentation; student athlete retention; brand community; internal branding; relationship marketing; intercollegiate athletics; university athletics; USA; United States; sport marketing; interactive communications; communications technology; sport marketing; entrepreneurship.

DOI: 10.1504/IJSMM.2010.029708

International Journal of Sport Management and Marketing, 2010 Vol.7 No.1/2, pp.4 - 20

Published online: 01 Dec 2009 *

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