Scholarly Works

Publications

Aim/Purpose: University of South Florida & New York Market Strategy

Background: The University of South Florida (USF) is looking to target new students outside the Florida Market. As well as they are trying to raise the reputation of the University. USF feels that working with a sports organization will help accomplish those objectives.

Methodology: Case Study

Contribution: Higher Education institutions (defined as a college or university) are some of the most competitive businesses within the United States. As a commodity market, Universities and Schools try to differentiate against one another all the time. Higher Education institutions have had multiple pipelines of revenue, but the main pipeline is recruitment of new students into educational programs. While some schools try to increase student population, others try to increase the quality of students.

Findings: There are multiple options for USF to make a decision.

Recommendation for Researchers: How Higher Educational Institutions and Sports Organizations maximize on the best value?

Future Research: To determine what marketing and partnerships work for Higher Educational Institutions

Kaufmann, D. (2020). University of South Florida & the New York Market Strategy. Muma Case Review 5(1). 1-40. https://doi.org/10.28945/4570

 

Aim/Purpose: Internal and External Factors of Sports Sponsorship Sales Cycles in North America 

Abstract:

In sports sponsorship, sellers and management seek to shorten their sales cycles to renew, upsell, and close new business. This research covers what professional sports organizations can do to help shorten the sales process. The study includes an industry analysis, literature review, and a mixed method survey of 212 people within the North American Sports Sponsorship Industry.

The surveyed individuals are C-suite sponsorship salespeople and managers. These individuals work in the following professional sports leagues in North America: The National Football League (NFL), National Basketball League (NBA), National Hockey League (NHL), Major League Baseball (MLB), and Major League Soccer (MLS). The goal is to evaluate what internal and external factors help close sponsorship sales faster in North America.

Kaufmann, D. (2021). External & Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports [Doctoral Dissertation, University of South Florida]. ProQuest Dissertations and Theses Global.

https://digitalcommons.usf.edu/etd/9153/