Explore Siteclick here
  • Academics
  • Admissions
  • Resources
  • About
  • Visit
  • Apply
  • Contact
  • Give
  • close menu
  • Photo of James Du

    Dr. James Du

    Assistant Professor

    1002 Tully Gym

    (850) 644-1859

  • social icon
  • Dr. James Du is an Assistant Professor of Sport Marketing in the Department of Sport Management at Florida State University. His research espouses a post-positivist approach to investigate consumer behavior within various sport and recreation settings. His work focuses on better understanding how event organizers can utilize an effective mixture of marketing strategies to meet consumers’ increasing demand for quality experiences, all within the grand theoretical framework of the Psychological Continuum Model (PCM).

    Dr. Du’s research interest also lies in the interdisciplinary studies between sport management and public health, with a particular focus on understanding the role of sport as a sociocultural and economic catalyst in promoting active living for individuals and communities. Dr. Du uses a repertoire of quantitative methodologies and research designs, such as psychometric and econometric modeling, in tandem with both primary and secondary data, to practice his research and publication endeavors.

    Through research collaborations with colleagues, Dr. Du has published six academic manuscripts in various peer-reviewed journals, including the Journal of Sport Management, Sport Management Review, Leisure Studies, Managing Sport and Leisure, and the Journal of Physical Activity and Health. He has developed book chapters in Sport Consumer Behavior: Marketing Strategies and led and participated in various funded research and consulting projects. He also translated Managing Sport Facilities into Mandarin Chinese.

    Dr. Du’s work has been presented at various academic conferences, including the North American Society for Sport Management (NASSM), the Sport Marketing Association (SMA), the American Alliance for Health, Physical Education, Recreation, and Dance (AAHPERD), and Sport Entertainment & Venues Tomorrow (SEVT).

    Dr. Du earned a Ph.D. in Business Administration from the Fox School of Business (AACSB Accredited) at Temple University, Philadelphia, where he worked as an instructor and research fellow at the Sport Industry Research Center (SIRC). He received the First-Year Assistant Professor Award (FYAP) in 2017.

    Prior to entering academia, Dr. Du worked as an Assistant Manager at the Department of Sports Marketing at a world-renowned sporting goods brand in Beijing, China. He also previously worked as an NBA-contracted correspondent for Alley-oop Sports and Entertainment Magazine.