Matt Bernthal
Associate Professor & Graduate Director
Department of Sport and Entertainment Management
College of Hospitality, Sport and Retail Management
Education
Ph.D. - University of South Carolina
M.S. - University of South Carolina
B.S. - Valparaiso University
Biography
A native of Florida, Dr. Matt
Bernthal received his Bachelor’s in Business Administration from
Valparaiso University, and his M.S. and Ph.D. (1999) in Business
Administration, both concentrated in marketing, from The University of
South Carolina. Outside of academia, Dr. Bernthal has worked in retail
management and marketing research, where he primarily focused on new
business feasibility and customer satisfaction. Bernthal teaches
undergraduate courses on Sport and Entertainment Marketing, Integrated
Marketing Communications in Sport and Entertainment, Services Marketing
in Sport and Entertainment, and Computer Applications in Sport and
Entertainment. In the past he has also taught Sport in American Life. At
the graduate level, he teaches Research Applications in Hospitality,
Retail, and Sport Management, and serves as Graduate Director and
advisor for the SPTE department’s Master’s of Sport and Entertainment
Management degree program.
Dr. Bernthal’s research interests and activities lie in the areas of
advertising and promotion in sport, consumer behavior (particularly fan
motivation and satisfaction) in sport/entertainment, and the “dark side”
of marketing/marketing ethics. He has published numerous research
articles appearing in the Journal of Consumer Research, Sport Marketing
Quarterly, Journal of Nonprofit and Public Sector Marketing, School
Psychology International, Journal of Sport Behavior, The Sport Journal,
Marketing News, as well as various conference proceedings. He has
co-authored a book chapter on Sport Finance, and consults with numerous
firms in the sport and entertainment industry. In 2002, he was named the
Distinguished Researcher and Scholar of the Year in the College of
Hospitality, Retail, and Sport Management. Bernthal serves on the
University Athletics Advisory Committee, as well as the Faculty Senate.
He also serves on the Board of Directors of Lutheran Music Program.
Dr. Bernthal enjoys playing tennis and golf, and he and his wife Krista
have four children, Aaron, Brett, and twins Adam and Kate.
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E-mail: bernthal@mailbox.sc.edu
Office: Rm 2012, Carolina Coliseum
Phone: (803)-777-4579
Fax: (803)-777-8788
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