If you build it,will they come?: A case study of digital spaces and brand in the National Basketball Association

This case addresses the relationship between sport and digital spaces by introducing students to strategic marketing processes related to developing a team-managed fan website. The case was created in conjunction with three former members of the Cleveland Cavaliers who helped create www.cavfanatic.com, the official fan site of the team. Key areas addressed within the case study are brand development, brand communication, and brand extension. The case follows a new hire, Natalie, as she joins the new media team of www.cavfanatic.com. The sport marketers she works with review the development of the website and provide information on the strategic development process they went through. In the end, Natalie is charged with looking forward and developing further strategies to continue to engage the Cavaliers fans and to develop the CavFanatic brand.     

Managing modern universities

This is the second part of a paper based on one delivered at the AUA Annual Conference, Promoting Excellence in HE Management, at the University of Nottingham, 2–4 April 2007. It continues discussion of the application of employment legislation to university restructuring exercises, and in particular, the application of the Transfer of Undertakings (Protection of Employment) (TUPE) Regulations 2006, which appeared in the previous issue of perspectives. The application of these rules to transfers of departments and courses between universities is considered here.     

A Model Tutorial Program for University and School Collaboration

The Teaching/Learning Centre (T/LC) located in the Jacksonville State University College of Education is an award winning, on‐campus, after school tutoring‐program for a diverse population of K‐12 children. While the overall intent of the T/LC is to provide a practicum for teacher preparation, the T/LC has increasingly become a community resource for improving academic achievement among area K‐12 school students. The T/LC practicum allows the preservice teacher to interact with children by individualising a one‐on‐one tutorial within the university setting under university supervision. Preservice teachers gain additional professional practice through communication with parents, guardians, teachers, and professors. Preservice teachers gain confidence and self satisfaction while learning to interact with students from varying backgrounds in a caring and supportive manner.