In the dynamic world of sports and entertainment marketing, practical application of theoretical knowledge is paramount. CSUSB’s Jack H. Brown College of Business and Public Administration (JHBC) stands out for its commitment to experiential learning. Under the guidance of Ari Kim, assistant professor of marketing, students from the advanced sports marketing planning and strategy course recently demonstrated their skill by organizing two successful events: the CSUSB Spring Classic Golf Tournament and CSUSB Night at the Inland Empire 66’ers.

The CSUSB Spring Classic Golf Tournament was held on April 19 at the Sierra Lakes Golf Course in Fontana. Thirty-two golfers participated in the event. Through the students’ strategic planning and marketing efforts, the tournament not only provided participants with a day of enjoyable golf but also generated proceeds amounting to nearly $4,000. Those proceeds will benefit students in the form of scholarship funds.

Participants in the CSUSB Spring Classic Golf Tournament held at Sierra Lakes Golf Club in Fontana show Coyote Spirit!
Participants in the CSUSB Spring Classic Golf Tournament held at Sierra Lakes Golf Club in Fontana show Coyote Spirit!

Following the success of the golf tournament, the students turned their attention to the CSUSB Night at the Inland Empire 66’ers event, which took place on May 2 at San Manuel Stadium in San Bernardino. Leveraging their marketing acumen, the students orchestrated a memorable experience, including engaging promotions and activities, for the 130 CSUSB students, staff, faculty and community members who came together to support the local team. The event not only fostered a sense of community spirit but also yielded a commendable sum of $636 in proceeds, which will go toward student scholarships.

Attendees of the CSUSB Night at the Inland Empire 66’ers event, which took place on May 2 at San Manuel Stadium in San Bernardino.
Attendees of the CSUSB Night at the Inland Empire 66’ers event, which took place on May 2 at San Manuel Stadium in San Bernardino.

What sets these events apart is not just their financial success, but also the comprehensive approach taken by the students in planning and execution. From conceptualizing marketing strategies to managing logistics and engaging stakeholders, the students demonstrated a holistic understanding of the intricacies involved in sports and entertainment marketing. Their ability to adapt to real-world challenges and capitalize on opportunities underscores the effectiveness of the experiential learning model championed by JHBC.