Date of Award

12-2021

Document Type

Thesis

Degree Name

Master of Sciences in Digital Marketing

Department

Communications

First Advisor

Andrew Smith

Second Advisor

Kyle Coble

Third Advisor

Clayton Smith

Abstract

This paper closely analyzes digital marketing strategies and athletic communications campaigns in a more technologically and content-driven era. Recent scholarly research has indicated the shift from traditional marketing methods to more current applications. This thesis paper helps to guide potential sports marketing or communications professionals in the everchanging industry of collegiate athletics. Successful campaigns have been closely analyzed and serve as an indicator of potential future marketing plans that can be put in action. Scholarly articles were strong components in the research process and helped to explain the impact of two-way communication and personalization content ideas. To implement successful digital marketing strategies at the college level, an athletic marketer must utilize these two-way communication methods and brand building tools.

Comments

Copyright 2021, Ryan Sells.

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