Ticket Pricing Strategy Executive Summary

For an upcoming men’s basketball season at a public, Division I University in Illinois, ticket prices need to be determined in order to maximize revenue and stabilize the school’s brand. The school’s team is fairly popular with several past appearances in the postseason tournament and two of the premier players returning from last season. There is now a new head coach who was a former professional player, but is new to college coaching. In addition, the team was recently made eligible to return from a one year, self-imposed, postseason ban.

To successfully complete this assignment, you will need to collect ticket-pricing data on the comparable universities in the region. Acceptable data factors include, but are not limited to, pricing options based on the status of competitors, venue-seating options and availability, and the economic conditions and demographics surrounding the university. Other variables to consider may be the day of the week the games are offered, the potential weather considerations, and various promotional opportunities.