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Intro to Marketing

Intro to Marketing. Mr. Bernstein College Athletics and Marketing October 7, 2013. Intro to Marketing Mr. Bernstein. Effects of Collegiate Sports: The Numbers Rutgers funneled $28mm of budget money into sports

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Intro to Marketing

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  1. Intro to Marketing Mr. Bernstein College Athletics and Marketing October 7, 2013

  2. Intro to MarketingMr. Bernstein Effects of Collegiate Sports: The Numbers Rutgers funneled $28mm of budget money into sports Sports programs cost more than they earned in 48 of 54 large state schools studied by Bloomberg in 2012 Football is often a money generator Rutgers’ move into the Big Ten will generate more TV revenue…but also more costs? Licensing and ticket revenue are correlated with winning teams, creating an “arms race”

  3. Intro to MarketingMr. Bernstein Effects of Collegiate Sports: Why do universities build programs? Rutgers athletics are <1% of overall budget The school believes their investment pays hidden dividends through positive branding, and increased exposure and visibility for both the university and the State of New Jersey

  4. Intro to MarketingMr. Bernstein Effects of Collegiate Sports: Why do universities build programs? College communities benefit from athletics Small businesses thrive on game day Major reason Penn State football did not receive the “death penalty” – it would have been a heavy penalty for innocent business persons in the local community Increases travel to the community Positive media attention

  5. Intro to MarketingMr. Bernstein Market segmentation Which do you think is most important in developing segments for marketing of college sports products? • Geographics • Demographics • Psychographics

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