Papers > History > UMass Basketball Case Study
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UMass Basketball Case Study
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What are three strategies that Chandra Goldberg can implement
to maintain the current levels of the UMass brand?
Despite the success of previous years the UMass Basketball program is faced with new problems that are threatening the teams play as well as ticket sales. Chandra Goldberg, the marketing director for the athletic department is faced with a tough task in rebuilding the UMass Basketball teams brand equity. ... This case study will examine three strategies that Goldberg can implement to help bring back the success and money they were getting under John Calipari. ... However, as UMass basketball is experiencing that is a very difficult thing to make last. ... The decline of the UMass program after the 1996 Final Four season has happened for several reasons. ... Calipari was the one who built the UMass basketball program from scratch and made it into a powerhouse program. ... Because of these problems UMass is now faced with the thought task of replacing their two biggest drawing cards as well as steering themselves away from the allegations. I have come up with three strategies in building the brand equity for UMass: making enhancing the atmosphere, improving the entertainment package of the games and selling the tradition of UMass.
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Paper Information
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Title: UMass Basketball Case Study
Words: 948
Rating: None
Pages: 3.8
submitted by: dmcginne
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