Marketing practices in national junior college athletic association men's basketball programs:
Barney, Tiffany Yvette
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Although there is an extensive fan base for athletics in the United States, junior college athletics are often overlooked and seldom studied. Thus, there is an inherent need to market junior college athletics. The task of marketing men’s basketball programs often falls on the athletic director, sports information director, and in some cases the coaching staff. By completing a document analysis of current marketing materials and interviewing key personnel a clear depiction of marketing strategies utilized can be noted. Upon noting these strategies current practices can be analyzed and suggestions for improvements made. Therefore, this study explored what avenues successful Division I Men’s Basketball Programs within the National Junior College Athletic Association employed to market their programs. In addition to examining current practices, the current study sought to analyze the practices and make suggestions for improvement. Throughout the interview process three common themes emerged (i.e., the significance of social media, the lack of resources both financial and personnel, and the reliance on the local community) with the document analysis supporting these assertions. The results revealed that diversifying the usage of social media, exploring additional digital platforms, and partnering with local business and industry are three means in which successful men’s basketball programs could increase the marketing success of their programs. The discussion offers a comprehensive SWOT and PESTLE analyses of the marketing practices of Division I Men’s Basketball Programs within the National Junior College Athletic Association.