MBA/MS Students Launch Spring Consulting Projects

The Mark H. McCormack Department of Sport Management has secured three high profile clients to participate in its 2017 MBA Practicum consulting projects, the capstone experience to its dual-degree (MBA/MS) curriculum. Strategic management briefs - ranging across a variety of industry segments and client needs - have been crafted with ’47 Brand, The Boston Cannons, and UMass Athletics.

The Boston Cannons partnership focuses on an “Original Six” Major League Lacrosse (MLL) team in need of brand differentiators and smart marketing solutions as they compete for attention, and revenue, in the crowded Boston sports marketplace. Students will work with Cannons leadership to understand the fastest growing sport in America, and provide a variety of fan-centric solutions to help grow the Cannons business and brand. Deliverables will include a competitive analysis of the Cannons brand, customer segmentation recommendations, and integrated promotional strategies that will enhance both the online, and live game, experience. Students will report in to President Ian Frenette, formerly VP of Corporate Partnerships for the Boston Celtics.

’47 Brand, a lifestyle apparel brand with licensing partnerships with the NHL, NBA, NFL, MLB, MLL, and over 900 college institutions, hosted UMass students in the Fall Semester and will continue its partnership with The McCormack Department during the Spring Practicum project. Students will deliver market research recommendations that target greater product integration of consumer insights, while also examining innovative technologies that can be implemented into sales and marketing efforts. On both fronts, the company is eager to implement student recommendations in order to stimulate sales and develop more efficient retailer relationships.

“’47 is pleased to partner with UMass in a fashion that allows students to gain valuable experience while we are afforded the opportunity to solve a business problem,” said client point person and ’47 Brand COO Joe Keane.

As progress within the Athletics Department continues to heat up on campus, McCormack’s third MBA student group will collaborate with UMass Athletics to address strategies for improvement during the 2017-8 FBS Football season. With all Football home games taking place on campus for the first time since UMass’ shift to FBS, students will address the need for McGuirk Stadium improvements, while also crafting an integrated marketing/advertising plan for the 2017-8 Football season. Management recommendations will span areas such as capital stadium improvements, game day experience enhancements, and industry best-practices for facilities of similar age, use, and size. Students will also implement recent consumer market research to provide a marketing and communications plan for the Athletics Department. Students will report into Associate Athletic Directors Tom McElroy and Alan Pandiani.

These three clients follow a distinguished list of past Practicum consulting clients including: Visa, Under Armour, Bank of America, Xenith Corporation, Major League Baseball International, The Naismith Basketball Hall of Fame, Right To Play USA, the Metro Atlantic Athletic Conference, and the Alli Dew Tour, among others.