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- Title
Marketing Football Bowl Subdivision Football to Students at Wisconsin State.
- Authors
Barnhill, Chris; Palmero, Mauro
- Abstract
Wisconsin State University (WSU) is on the verge of receiving an invitation to join the Mid-Atlantic Conference (a conference with Football Bowl Subdivision [FBS] status). To successfully transition to FBS, WSU needs its students to approve a fee increase to offset the additional costs. Alex Pence, the assistant director of marketing, has been placed in charge of developing a marketing plan to influence students to support the fee increase. Unfortunately for Pence, WSU students have a history of opposing fees for athletics. With pressure from the school's administration, Pence must figure out how create support for the move while balancing the ethical and political pressures he is facing.
- Subjects
UNITED States; UNIVERSITY of Wisconsin; COLLEGE football; FOOTBALL; FOOTBALL managers; SCHOOL administrators; SPORTS -- Public relations; MARKETING; SPORTS
- Publication
Case Studies Sport Management (2167-2458), 2015, Vol 4, Issue 1, p54
- ISSN
2372-5540
- Publication type
Article
- DOI
10.1123/cssm.2014-0044