University of Michigan

Spring 2014 Winners - Earn Your Stripes

Brian Turner

Brian Turner

Brian Turner is from West Bloomfield, Michigan and is a May 2014 graduate from the Ross School of Business at the University of Michigan. In his time earning his BBA degree, Brian focused the majority of his coursework in Finance. Outside of the classroom, Brian was very involved on campus through extracurriculars and has internship experience in logistics and purchasing. Brian will be moving to New York City and joining Goldman Sachs as an incoming analyst in the firm’s Operations division in July, 2014.

“As a lifelong Tigers fan, I was excited by the prospects of seeing our ideas come to life for the team I have been watching for so many years.”

“FOX Sports and the Tigers both pushed us to think outside the box and work together to come up with the most creative solution.”

“The things I have learned through working with FOX Sports are invaluable and I will carry them with me as I begin my career.”

Bridget Labe

Bridget Labe

Bridget Labe is a recent graduate from the Stephen M. Ross School of Business at the University of Michigan, where she concentrated in marketing and real estate. This summer she will join Google’s Global Customer Services team as an associate account strategist. Her professional interests range from digital marketing, which she studied at Ross, to the fields she previously interned in, health care and real estate development. She is a lifelong fan of both the Wolverines and all Detroit sports; Magglio Ordoñez will always be her Tiger.

“As a huge Tigers fan and avid FOX Sports Detroit viewer, I was really excited to have the opportunity to contribute something to organizations that I respect.”

“Hands-on experience like this is what sets apart Ross students from their peers in the workforce. We are indebted to the sponsors and faculty who keep programs like FOX Sports U running, and to those who bring them to our school.”

“This class was one of the best I have taken in three years of business school. My team and I enjoyed building a relationship with FOX and Tigers affiliates and felt really fulfilled when we were able to propose our ideas to them.”

Dayna Elconin

Dayna Elconin

Dayna Elconin is from West Bloomfield, Michigan.  She graduated in May 2014 with a dual degree in Business Administration from the Stephen M. Ross School of Business and Sport Management from the School of Kinesiology at the University of Michigan.  Dayna has focused her academic and professional experiences on the sports marketing function, interning at Fathead Wall Graphics, the University of Michigan Athletic Department, and the Detroit Pistons/Palace Sports & Entertainment and was an inaugural committee member of the Michigan Sport Business Conference.  This summer, Dayna will be interning at Major League Baseball in the Advertising and Marketing Department with an emphasis on research.  She hopes to pursue a career in marketing research and analytics in the sports and entertainment industry.  Dayna also enjoys attending Michigan Wolverine football and basketball games, spending time with family, and taking care of her dog, Peri.

“As both a Business and Sport Management student, this opportunity was a dream come true.”

“FOX Sports University allowed me to utilize all facets of my academic and professional background, culminating in a project that solved a real problem faced by a team in the industry.”

“The ability to interface with FOX Sports, FOX Sports Detroit, and Detroit Tigers executives multiple times throughout the semester illustrated to me the value they placed on our ideas and opinions.”

“I had never been more excited for a class presentation in my college career.  I was truly proud of my group’s work and was eager to share our ideas.”

Kelly Hahn

Kelly Hahn

Kelly Hahn is from Canton, Michigan and graduated from the School of Kinesiology at the University of Michigan in May 2014.  She earned a Bachelor of Arts degree in Sport Management with a minor in Gender and Health, and plans to use that degree to pursue a career in consulting.  In her personal time, she can be seen cheering on her fellow wolverines at a University of Michigan basketball or football game, running, reading books off The New York Times Best Sellers list, and watching Frasier with her family.

“The experience creating a marketing strategy for the Detroit Tigers Fan Club gave me a holistic view of implementing projects in the real world.  We were in charge throughout the whole process—from the first step of gaining background research to the last step of pitching our idea to executives.”

“I gained valuable time management, autonomy, and teamwork skills acting as a consultant throughout this project, and feel that those specific skills are transferable and essential for success in any career field.”

“Collaborating with FOX Sports U and the Detroit Tigers allowed me to gain a better insight to the work performed behind-the-scenes of a professional sports team, and engage in my passion for both business and athletics.”

Brian Fischer

Brian Fischer

Brian is from Newton, Massachusetts, located just outside of Boston. He graduated in May 2014 with a dual degree in Sport Management and Business from the Ross School of Business. His passion for everything sports has led him to pursue a career in sports marketing and/or sponsorship sales. Some of his past experiences include launching the Michigan Sport Business Conference and an internship with ESPN. To this day, Brian remains an avid fan of all Boston sports teams.

“Working with FOX Sports Detroit and the Detroit Tigers was one of the best learning experiences I could have asked for from a class.”

“[Working with FOX Sports U] was a unique opportunity to do some real world for highly respected leaders within the industry. The feedback was invaluable and what was even more exciting is that they were actually listening to my ideas.”

“This experience, the people I met, and the skills I developed definitely will be extremely beneficial to me as I move on from the University and into the professional  world.”

“FOX Sports University provides students with an incredibly unique real world experience that is hard to find anywhere else.”


Spring 2014 Project Description

In the spring of 2014, FOX Sports U students at the University of Michigan proposed campaigns to elevate the presence of the Detroit Tigers Fan Club. The challenge was to leverage the appeal of the Detroit Tigers and media assets of FOX Sports Detroit to increase awareness and subscriptions to the Fan Club. The quantitative goal was to drive the Detroit Tigers Fan Club into the top 50th percentile of MLB Fan Clubs. Students designed campaigns including on-air, digital, grassroots, print, radio and out-of-home executions using research-focused and conceptual development methods.


Professor Profile

David Wooten

David Wooten

David Wooten is the Alfred L. Edwards Associate Professor of Marketing at the Stephen M. Ross School of Business at the University of Michigan. He earned his Ph.D. and MBA degrees from the University of Michigan and a BBA degree from Georgia State University. Prior to joining the Ross Faculty, he served on the faculties of Columbia University and the University of Florida. Before pursuing an academic career, he was employed in marketing research at General Mills.

He has taught marketing management at the undergraduate and graduate levels. His research has been published in the Journal of Consumer ResearchJournal of Consumer Psychology, and other academic journals and cited in such outlets as the New York Times and He is on the editorial review boards of the Journal of Consumer Research, the Journal of Consumer Psychology and the Journal of Sport Management.

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