Meet the Author: Dr. Maribeth Kuzmeski

On today’s digital playing field, the name on the back of a student-athlete’s jersey is as valuable as the brand on the front. But for students who want to improve their game, the personal branding resources on the market don’t make the cut.

That’s why Dr. Maribeth Kuzmeski, professor of marketing at Oklahoma State University, partnered with Stukent to create “Name, Image and Likeness: Personal Branding Strategies for Student-athletes.” This first-in-its-class courseware helps student-athletes define their brand, target the right audiences, and attract endorsements and deals.

Dr. Maribeth Kuzmeski, author of "Name, Image, & Likeness"

“I looked for course materials that contained name, image, and likeness resources for student-athletes,” says Dr. Kuzmeski, “but I came up empty-handed. I couldn’t find anything on the market that addresses the unique opportunities these athletes have.” 

So, she turned to Stukent.

At Stukent, our mission is to help educators help students help the world. We create leading-edge courseware and revolutionary simulations that give students hands-on experience with their course of study. Together, these tools provide students with impactful learning experiences, and the new “Name, Image and Likeness: Personal Branding Strategies for Student-athletes” courseware and simulation are no exceptions.

“This courseware is designed with student-athletes in mind,” Dr. Kuzmeski says. “The resources are customized for their needs and address the current Division I name, image, and likeness regulations.” 

While working with Stukent, Dr. Kuzmeski included everything an educator or athletic department needs to prepare students to take advantage of name, image, and likeness opportunities. This courseware teaches students to analyze their key social media metrics, conduct brand audits, build partnerships with other businesses, and much more. It also includes time-saving resources for educators, such as auto-graded quizzes, engaging assignments, real-world projects, and lesson plans. 

As a sports enthusiast and professor, Dr. Kuzmeski is well-versed in helping student-athletes hone their personal brands. At Oklahoma State University, she started the Brand Squad, a select group of business students who have been trained and certified to assist student-athletes with their name, image, and likeness branding. She’s also the president of Red Zone Marketing, a top consulting firm.

When describing her firm, Dr. Kuzmeski reveals why she’s integrated sports into her marketing work: “My grandmother was a big football fan, and my earliest memories are of sitting on [her] lap watching the Green Bay Packers play. The ‘red zone’ in football is the final 20 yards before you score — it’s the most critical time on the field.” And Dr. Kuzmeski’s firm, Red Zone Marketing, helps businesses identify impactful marketing opportunities in the final “20 yards” before closing a deal. 

Athletics runs in the Kuzmeski family. Not only did Dr. Kuzmeski’s son play Division I hockey, but she has nieces and nephews playing football, volleyball, and soccer at universities all over the country. With seven business books to her name, including the bestselling title, “The Connectors,” Dr. Kuzmeski was the ideal collaborator for Stukent’s groundbreaking courseware.

Whether students are on the court, field, or track, “Name, Image and Likeness: Personal Branding for Student-athletes” helps them prepare for online success. So, we invite you to keep your student-athletes current with Stukent! 

To get a first look at this innovative courseware, register for our upcoming “Name, Image and Likeness: Personal Branding for Student-athletes” webinar with Dr. Maribeth Kuzmeski.  

About Maribeth Kuzmeski, Ph.D.
Dr. Maribeth Kuzmeski is a professor of marketing at Oklahoma State University and Columbia University. As president of Red Zone Marketing, she’s consulted with some of the nation’s top financial professionals. She has authored seven books, is an international keynote speaker, and is a frequent media contributor on Fox News, USA Today, the New York Times, Forbes, and more. 

Dr. Kuzmeski has a bachelor’s degree from the Newhouse School of Public Communications at Syracuse University, an MBA from The George Washington University, and a Ph.D. in business administration from Oklahoma State University. She and her husband live in Florida, and have two children threatening to be adults.

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