FiT Publishing

Dr. Susan Hofacre, Director of Athletics at Robert Morris University (RMU), walked out of Massey Hall toward her car after her weekly Friday meeting with the University President. Susan was feeling both excited and troubled due to this most recent conversation concerning the RMU athletic program’s role in the greater mission of the University. The prospect of using the athletic program to launch a comprehensive branding campaign for the University is one that Susan had wanted to pursue for many years, as she believed strongly that it would be an effective and efficient method for bringing...Read more

Joe Cobbs, the Director of Marketing for Miami University’s Athletics Department, walked into his office in Millett Hall every day during summer 2003 knowing that Miami would have one of the top quarterbacks in the country when the football season got underway in the fall. The quarterback, Ben Roethlisberger, had shown remarkable poise during his 2002 sophomore season and appeared to be even stronger in 2003 spring practice. Miami, picked as a top contender for the 2003 Mid-American Conference (MAC) title, may even be ranked nationally in the upcoming season under Roethlisberger’s...Read more