Intercollegiate Sports Success and First-Year Student Enrollment Demand

Chressanthis, George A.; Grimes, Paul W.

doi:10.1123/ssj.10.3.286

Cited by 26 publications

(21 citation statements)

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“…They found that "notable increases generally occurred in admissions applications received-both in absolute terms but more importantly relative to peer schools-in the years following the championship season" (p. 633). Similarly, Chu (1989) found a positive correlation between athletic success and freshman applicants over a ten-year period in a study of the large Division I conferences (Pac-10, Big Ten, Big East, ACC, SEC, WAC, and Ivy League), as did Chressanthis and Grimes (1993) in a related study.…”

Section: The Halo Effect Of a Successful Athletic Programmentioning

confidence: 78%

2008

ASHE Higher Education Report

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Selling Higher EducationBut they also have to be attentive to the market and employ sound marketing practices to determine current market demands and how to address, deliver, and satisfy them.Rather than engaging in a product-versus-service argument, Canterbury (1999) recommends a concept of higher education that is "product as opportunity," which he believes puts the responsibility on the student to take advantage of the opportunities afforded by a college or university while at the same time allows colleges and universities to market and advertise the opportunities that await a student at their institution rather than the "puffery" that he claims is common in so much marketing literature. I agree and hope you will read this monograph in that spirit. I believe colleges and universities do offer product as opportunity, which advances the public good and serves their collective mission. I also believe that in an era marked by dwindling support for all education, and higher education in particular, it is incumbent on administrators and higher education leaders at colleges and universities to broadcast who they are, what they do, and what makes them valuable. The business of higher education depends on it, as does the community. Purpose and Structure of the MonographThis monograph's main purpose is to present the relevant research and literature on marketing and advertising higher education; at the same time, it interweaves general marketing and advertising theory and practice in an attempt to explain why the business side of higher education behaves as it does, and it makes recommendations to administrators, policymakers, and other key stakeholders in higher education.Marketing and advertising theory, research, and general scholarship are enormous fields unto themselves; to cover even a small portion of them thoroughly would be a daunting task. I have taken, however, what I believe are important theories and practices from that literature that can be applied to the business of marketing and advertising higher education. These ideas have been selected to give a broad perspective on marketing as well as to offer specific suggestions and direction about how best to apply this information to specific contexts.The second body of literature in this monograph addresses how colleges and universities market their intangible qualities. Much of what is "for sale" in higher education are the intangibles such as learning and lived experiences. It is impossible to show a prospective student what a college education is, so colleges and universities often show the evidence of what a college education experience will look like.Coupled with the marketing and advertising literature is a presentation of college choice theory and a discussion of the Elaboration Likelihood Model (Petty and Cacioppo, 1981, 1984a, 1984b, 1986a, 1986b, which is used to explain how consumers are often persuaded to make purchasing choices and provides a context for college and university marketing units' behavior when attempting to persuade students to enrol...

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Section: The Halo Effect Of a Successful Athletic Programmentioning

confidence: 78%

2008

ASHE Higher Education Report

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“…At least slight increases in applications have been tied to championship football or basketball seasons (Toma and Cross 1998), higher in-BCS conference winning percentages (Murphy and Trandel 1994;McEvoy 2005), and having a player finish in the top five of the annual Heisman trophy voting (McEvoy 2006). These application increases may even result in increased enrollment, as suggested by Chressanthis and Grimes's (1993) case study. As Mangold et al (2003) hypothesized, sports programs should help integrate students into campus life and thus successful teams should be one factor increasing student graduation rates.…”

Section: Literature Reviewmentioning

confidence: 95%

College Football and Student Quality: An Advertising Effect or Culture and Tradition?

Smith

2009

American J Econ Sociol

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Intercollegiate sports are said to generate positive advertising that produces many benefits to the host school. Donations, applications, and the academic quality of the student body are some of the mission outcomes thought to rise with the fortunes of the football team. The present study tests these claims for three measures of the academic quality of the entering classes on a 12-year panel of the 233 colleges and universities competing at the highest levels of football. Results show clear positive effects attributable to the football program, though those effects are more the result of the football culture and tradition at the school than the on-field performance of the team. Any sports advertising effects of the football program are minimal when compared to the effects of nonathletic institutional characteristics on the quality of students enrolling at the school.

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“…That trend held even as the organization enforced more extensive regulations with more severe penalties. Chressanthis and Paul W. Grimes (1993) demonstrated that first-year enrollment declined after the football team had been sanctioned for rules violations. Fleisher, Brian L. Goff, and Robert D. Tollison (1992) found that teams on probation did have a decline in the winning percentage for up to five years after the probation was imposed.…”

Section: The Deterrent Effect Of Sanctionsmentioning

confidence: 99%

It Pays to Bend the Rules

Smith

2015

Sociological Perspectives

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Scandals in big-time college sports receive considerable attention in the media, scrutiny that can potentially damage the reputation of host institutions. The National Collegiate Athletic Association (NCAA) monitors any rule-breaking behaviors of members and sanctions the most egregious offenders. I use panel data for colleges and universities fielding Division I football or basketball teams to seek effects of those sanctions that could produce general deterrence. The literature on organizational and white-collar crime is used to identify control variables for models of deterrent effects. Most penalties for major violations do not affect the outcomes investigated. Recently instituted sanctions for poor academic performance are slightly more effective, resulting in a small change in the football winning percentage especially when scholarships are taken away. Overall, the results suggest that colleges and universities suffer little economic or reputational damage when their athletic programs are penalized for violating Association rules.

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Intercollegiate Sports Success and First-Year Student Enrollment Demand

Cited by 26 publications

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College Football and Student Quality: An Advertising Effect or Culture and Tradition?

It Pays to Bend the Rules

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