Mark H. McCormack Department of Sport Management at Isenberg


Applied Sport Marketing Research

Graduate students have the opportunity to not only learn about marketing research, but to implement what they have learned by conducting a marketing research program for a sport organization.

Projects have included: in-stadium intercepts for the Basketball Hall of Fame; benchmarking, telephone surveys, and focus groups for Boston College Athletics; an Internet survey for US Soccer and its sponsor for Philips Electronics that was posted on the US Soccer website; and benchmarking, surveys, focus groups, and observational analysis for UMass Athletics. In every case, students planned the data collection effort, implemented the data collection, managed the data, analyzed the data and prepared recommendations based on the findings that were presented to executives from each of the sponsor organizations.