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Alan L. Morse, Ph.D.

Alan L. Morse, Ph.D.

Professor, Program Coordinator for Sport Administration and Director of the Sport Marketing Research Institute (SMRI)

Department of Kinesiology, Nutrition, and Dietetics
College of Natural and Health Sciences

Contact Information

(970) 351-1722
Butler-Hancock 261A
Mailing Address
University of Northern Colorado
Sports & Exercise Science
Campus Box 118
Greeley, CO 80639


Ph.D. Sport and Exercise Science, Emphasis in Sport Administration (2008)
Doctoral Minor: Applied Statistics and Research Methods
The University of Northern Colorado, Greeley, Colorado                                                                                                                                               Advisor: Dr. David Stotlar                                                                                                                                                                                             Dissertation: Perceptions of Ticket Pricing in Major League Baseball: A Case Study of the Colorado Rockies

M.S. Kinesiology, Emphasis in Sport Management (2004)
Illinois State University, Normal, Illinois
Advisor: Dr. Chad D. McEvoy

B.S. Human Performance and Leisure Studies, Emphasis in Sport Management (2000)
Minor: Geography
Wayne State College, Wayne, Nebraska

Professional/Academic Experience

The University of Northern Colorado – Greeley, Colorado (August 2015-Present)

Mississippi State University - Starkville, Mississippi (August 2008-August 2015)                                                                                                 

Other Experience

Editorial Board Member

Professional Development - Associations and Affiliations

Research/Areas of Interest

Revenue Generation in Collegiate and Professional Sport

Publications/Creative Works

Most Recent Refereed Publications

(*Dissertation Advisor, **Thesis Advisor, ***Research Advisor)

Paek, B.M., Morse, A., Hutchinson, S., & Lim, C.H. (In-press).  Examining the relationship for sport motives, relationship quality, and sport consumption intention.  Sport Management Review.

Paek, B.M., Morse, A., Kim, M., & Jung, H.  (In-press).  Sprot consumer flow and Shopping well-being in online shopping.  International Journal of Sport Marketing and Sponsorships.

Martyn, J., Stensland, P., Kropp, D., Oja, B., Bass, J., & Morse, A.*** (2021). Institutional logic multiplicity among NCAA division I student-              athletes and their respective institutions. Global Sport Business Journal, 8(1), 88-104

Martyn, J., Oja, B. & Morse, A. *** (2020).  Investigating multiplicity:  Institutional logics and Division II commuter student-athletes.  Journal of Intercollegiate Sport, 13(1), 2-23.

Traugutt, A., Morse, A., Rascher, D., Fowler, B. (2020).  Coaching salary disparity and team performance:  Evidence from the Football Bowl Subdivison. Journal of Applied Business and Economics, 22(1), 11-24.

Brannigan, K.J. & Morse, A. (2020).  An empirical investigation of the variables influencing contributions in NCAA Division I athletics:  A quantitative analysis. The Journal of Sport,  6(1), Article 4.

Augustin, J., Traugutt, A., & Morse, A. *** (2018).  The effects of beer sales on attendance at collegiate football games. The Journal of Sport, 6(1), Article 2.

Park, Jin., Park, Jiy., Williams, A., & Morse, A. *** (2017).  Exploring the roles of mentoring relationships on female student-athlets' career development.  Journal of Issues in Intercollegiate Athletics, 10, 175-182.

Mayer, K., Morse, A., & DeSchriver, T. (2017). Factors influencing the price of luxury suites in collegiate sports. Sport Marketing Quarterly26(2), 75-86.

Mayer, K., Morse, A., Eddy, T., Love, A. (2017). Constraint factors affecting non-attendance in collegiate volleyball. International Journal of   Sport Management and Marketing17(3), 182-199.

Dodds, M., DeGaris, L., Morse, A., Velez-Colon, L. & Perricone, D. (2015). Increasing baseball revenue from the female market. Case Studies  in Sport Management, 4(11), 1-7.

Popp, N., Weight, E., Dwyer, B., Morse, A., & Baker, A. (2015). Measuring degree satisfaction among graduates and current students in sport management master’s degree programs. Sport Management Education Journal, 9(1), 25-38.

Morse, A. & McEvoy, C. (2014). Qualitative research in sport management: Case study as a methodological approach. The Qualitative Report, 19(How to Article 17), 1-13.

Morse, A. (2014). Season ticket holder no-shows: An attendance dilemma at Mississippi State baseball games.  Case Studies in Sport Management, 2(9), 1-15.

McEvoy, C., Morse, A., & Shapiro, S. (2013). Factors influencing NCAA Division I athletic department revenues.  Journal of Issues in Intercollegiate Athletics,6(14), 249-267.

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