Alicia Morrison is the athletic director of Northeast Private College (NPC), a small, tuition-driven, suburban National Collegiate Athletic Association Division III (DIII) institution in the northeast region of the United States. Like many small colleges throughout the country, NPC is facing a dire financial crisis if it cannot stem declining enrollment trends. Since athletic scholarships are not allowed at the DIII level, student-athletes at NPC pay tuition in the same way as the general student body. Similar to many small, DIII colleges, student-athlete tuition dollars are relied upon as a primary fiscal solvency strategy for the institution as a whole. As part of a collaborative effort between Alicia, NPC’s President, and its Board of Directors, Alicia will be tasked with developing a strategic plan for growing the size of the athletic department. This case study enables students to gain a better understanding of the DIII athletics environment. Students will use scholarly articles and a real-world financial and enrollment database to help Alicia with her strategic plan. The pressure is high, as, in many ways, the future of NPC relies upon Alicia effectively developing—and implementing—a viable strategic plan for the growth of the athletic department.
Read full abstract