Mahurin Honors College Capstone Experience/Thesis Projects

Department

Kinesiology, Recreation, and Sport

Document Type

Thesis

Abstract

The purpose of this project was to learn of the inner workings of an intercollegiate athletics department and the process for creating a successful marketing plan. Gaining these experiences as a young sport management professional is crucial to job placement and advancement in the sport industry. From the initial idea generation through the first season of operation, I served as creator and the primary administrator of the WKU Red Wave: The Official Student Group of WKU Athletics. The duties for this project included marketing plan development and implementation through the facets of social media marketing, personal selling, and other intercollegiate athletics marketing concepts. The project started in January of 2013 and concluded in May of 2014, beginning with research on other student groups at various NCAA Division I benchmark institutions. Funding to start the group was provided by the Honors College and WKU Student Government Association. Creating a sustainable and reputable product and brand was a goal in this project that was seemingly successful as the student group is still in existence today. By working directly with WKU Athletics Marketing and other athletic administration professionals, I was able to take learning outside the classroom and into a real-life setting.

Advisor(s) or Committee Chair

Professor Paula Upright

Disciplines

Higher Education | Student Counseling and Personnel Services

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