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Competitors on the court, collaborators in the world: How two universities teamed up during the Final Four

Author

Listed:
  • Holts, Chelsey

    (Director of Social Media, University of North Carolina at Chapel Hill, USA)

  • Moushon, Morgan

    (Senior Manager of Digital Marketing and Analytics, Discover Durham, USA)

Abstract

This paper focuses on the unique collaboration between the University of North Carolina at Chapel Hill, referenced as Carolina, and Duke University leading up to a historic National Collegiate Athletic Association (NCAA) Final Four men's basketball matchup on 2nd April, 2022. Learn how the social media teams at each university teamed up to capitalise on the national attention by highlighting several ways the schools collaborate off the court through partnerships in research and innovation. The examples included can be adapted for the needs of any size institution and any sort of collaboration.

Suggested Citation

  • Holts, Chelsey & Moushon, Morgan, 2023. "Competitors on the court, collaborators in the world: How two universities teamed up during the Final Four," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 8(1), pages 47-59, August.
    • Handle: RePEc:aza:jeam00:y:2023:v:8:i:1:p:47-59
    as

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    More about this item

    Keywords

    collaboration; social media; campaigns; higher education; University of North Carolina at Chapel Hill; Duke University; NCAA;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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