Branding Opportunities and Challenges for Sports Management Programme in India in 21st Century

Sports and games helps in the all-round development of an individual's personality. Sports and games have come a long way from the amateurish set up to the modern day professional approach. It is offering career opportunities both on and off the field. It teaches us to be modest in victory and generous in defeat.

A leading educational group in the Eastern part of India initiated a three year full time Bachelor Degree program in Sports Management in 2005 under the affiliation of West Bengal University of Technology. The primary goal of this course was to churn out professionally trained sports manger to manage and run Indian sports in a more professional manner.

However, even after 10 years from its inception, the course did not receive the kind of response it was expected to get. This case study will first help in analyzing the Segmentation, Targeting&Positioning (STP) strategy adopted by the college. Thereafter, identify the reasons for low intake in Sports Management Course and the reasons why the college failed to take the "First mover advantage" and finally suggesting a Branding strategy the college should embrace to promote the sports management course.