ABSTRACT
This study explored what avenues successful Division I men’s basketball programs within the National Junior College Athletic Association employed to market their programs. In addition to examining current practices, the current study sought to analyze the practices and make suggestions for improvement. Throughout the interview process, three common themes emerged (i.e., the significance of social media, the lack of resources both financial and personnel, and the reliance on the local community) with the document analysis supporting these assertions. The results revealed that diversifying the usage of social media, exploring additional digital platforms, and partnering with local business and industry are three means in which successful men’s basketball programs could increase the marketing success of their programs.
