Masters Theses

Date of Award

8-1995

Degree Type

Thesis

Degree Name

Master of Science

Major

Human Performance and Sport Studies

Major Professor

Dennie Kelley

Committee Members

Patricia A. Beitel, Joan Cronan

Abstract

A selected group of 42 National Collegiate Athletic Association (NCAA) Division I softball head coaches were sent the Softball Marketing Questionnaire. Sixty-four point three percent of the questionnaires were returned. The purpose of this study was to determine the different types of marketing strategies used by the NCAA top Division I softball programs, which were then identified by their teams’ overall success. This was broken down into six categories; (a) 1994 national rank, (b) attendance, (c) corporate sponsorships, (d) budget, (e) number of scholarships granted, and (f) image. The study also included a marketing plan, based on the research findings, as the model to be utilized in the marketing of the newly formed softball program at The University of Tennessee, Knoxville. The study was divided into four sub-topics: (a) programs similar to The University of Tennessee, (b) aspects of marketing, (c) attendance, and (d) the top 5 most successful Division I softball programs based on attendance. The final results will help existing programs as well as new programs in ascertaining their respective needs, developing their objectives, and successfully implementing a suitable marketing plan by providing them with the necessary. most current information with which to do so.

Download
Files over 3MB may be slow to open. For best results, right-click and select "save as..."

Share

COinS