Abstract and Bibliography

Abstract:
My final paper makes the case that college athletics are beneficial for colleges and universities. Colleges and universities have three main sources of revenue: revenue from students attendance, revenue from donations, and revenue from the community.  Due to the growing trend of privatization of public higher education, colleges and universities are now receiving less money from the government, and must raise more money from these private sources.  For this reason, brand image is a very important aspect of colleges and universities.  Brand image is a reputation that is very identifiable and visible to the public.  When a school has good brand image, it allows the school to increase funding from the three revenue streams of student attendance, donations, and from the community.  Participation in athletics is an excellent way for schools to build a brand image, and this means that athletic participation allows schools to increase their funding.  This is very important in an environment in which colleges must compete for funding.

Bibliography:
Dowling, Wiliam C. Confessions of a Spoilsport : My Life and Hard Times Fighting Sports Corruption at an Old Eastern University. University Park: Pennsylvania State University Press, 2007. Print.

Fillis, Douglas. Personal interview. 5 April 2012.

Frans, Kelly Ashley. "Ways in which Intercollegiate Athletics Contribute to University Success." NCSU Digital Repository (2002)Print.

Gladden, James M., George R. Mime, and William A. Sutton. "A Conceptual Framework for Assessing Brand Equity in Division I College Athletics." Journal of Sport Management 12.1 (1998): 1. Print.

Goff, Brian. "Effects Of University Athletics On The University: A Review And Extension Of Empirical Assessment." Journal Of Sport Management 14.2 (2000): 85. Academic Search Premier. Web. 28 Feb. 2012.

Lyall, Katherine C. and Katherine Sell. “The De Facto Privatization of American Public Higher Education.” Change (Jan./ Feb. 2006): 6-13.

Noaman, Abu. "Seven Habits of Highly Effective For-Profit Colleges What traditional colleges can learn from for-profits." 01 February 2011Web. <http://www.universitybusiness.com/article/seven-habits-highly-effective-profit-colleges>.

Ohnsman, Alan. "Toyota Prepares $1 Billion Marketing Blitz in U.S.." September 16, 2009Web. <http://www.bloomberg.com/apps/news?pid=newsarchive&sid=aObi1k2iM9wU>.

Renshaw, Jarrett. “Growing resentment evident in overwhelming vote to cut Rutgers athletic budget, faculty say.” The Star Leger. 02 Feb. 2012. Electronic.

Roy, Donald P., Timothy R. Graeff, and Susan K. Harmon. "Repositioning a University through NCAA Division I-A Football Membership." Journal of Sport Management 22.1 (2008): 11-29. Print.






Link:
https://docs.google.com/a/scarletmail.rutgers.edu/document/d/12zI0ZIdesjFGvCRpgDVBDt2tpcY8x9HyXq0DYf6-NY0/edit