[ad_1]
From the Dean Blog…
Dean’s Exclusive academic partnership with Kraft Sports + Entertainment (KSE) It’s been going strong for 14 years and counting. But this past term we took things to the next level: offering the first co-taught course with KSE, students have the opportunity to work as consultants on three practical projects at KSE throughout the term.
Topics covered in the Sport Management course include the following communication, marketing, sports management and business Administration majors, many of whom are also recent graduates, many of whom are student athlete, and all those who love sports. Led by Associate Professor of Sports Management Patrick Leary, the course alternates between key marketing concepts such as marketing trends and market research, and works as a team on three Kraft Sports + Entertainment case studies.representative from Korea Stock Exchangeincluding Director of Sales Matt Quinn, Manager of Corporate Partnerships Megan Klein and Director of Corporate Relations Katherine Hauck, take the class to introduce each topic and return for student presentations and feedback.
“The best form of learning is learning by doing, which is at the heart of the course,” Leary explained. “Students are applying what they know and learning how to use resources to get data to make recommendations and then analyze those recommendations.”
The first case study involved working with new england revolution and a new partnership between Major League Soccer and Apple TV. The students were tasked with developing a marketing plan and proposal that Revolution could implement to drive subscriptions to MLS season tickets on Apple TV among its target demographic of 18-25 year olds.
For the second case study, students focused on increasing new england patriots The marketing footprint was in Germany, which the Patriots used as their international home market, and eventually identified a potential sponsor for the team. Their challenge was to find a company that understood the value of utilizing the Patriots’ assets based on the brand equity the team had built up over the years and the value it would bring to the German market.
The final case study focuses on developing a marketing and activation plan for Lighthouse Gillette Stadium, is currently undergoing a major renovation. Students focus their presentations on market research and competitive analysis, as well as lighthouse activation strategies from operational logistics to special events.
For students in the class, the unique opportunity to gain real-world experience at a major company like KSE is unparalleled.
“I really enjoyed this class because I got to apply all of my concepts and knowledge outside of the classroom, and I actually saw the impact of Kraft Sports + Entertainment,” Sarah Michaud, double major in business administration and commerce’ 23 explained. marketing. “I really enjoy solving real-world problems, and now when I get into the workforce, I’m actually able to solve them because of this experience.”
“The most important thing we all learned was the different parts of the business side of Kraft Sports + Entertainment,” added Josh Tata ’24, who majored in sports management and minored in integrated marketing communications. “We’ve gained a lot of hands-on experience developing marketing plans, corporate partnership proposals, and how to capitalize on the new lighthouse they’re building. It’s been great to get real-world experience and connect with the folks at Kraft Sports + Entertainment.”
Interacting with KSE executives and getting real-time feedback from them on each presentation was also an important part of the course.
“It’s really cool to learn how to do a project like marketing from a professional standpoint, and take that professional research and translate it into a high-standard project for a high-end company,” said Nick Watson ’23, a sports management major. “It’s been great interacting with all the people who have been involved in the course here. They’ve all been very nice to deal with, really understand, and offer a lot of good critique and ask good questions.”
For final presentations, students also have the opportunity to speak at the KSE offices at Gillette Stadium. This is a testament to both the hard work of the students throughout the term and the investment made by KSE to make this course a success for all participants.
“These programs and courses are only as good as the client in terms of their level of engagement and investment,” Leary explained. “Kraft Sports + Entertainment have done an excellent job at the level of their investment. They have been very good at articulating their needs and expectations and they have been impressed with the level and depth of the research the students conduct.”
learn more about sports business and Dean of the College Exclusive academic partnership with Kraft Sports + Entertainment.
[ad_2]
Source link