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A Test of the Spirit: The Duquesne University Shootings

In September 2006, five key Duquesne University basketball players were shot on the campus by an outside visitor after a school dance. This case explores how students learned firsthand Crisis Management 101—how to survive and thrive during a crisis. Student learning activities included writing journals, discussions of the university's strategies, and interaction with university administrators. This case examines how the university handled the crisis by implementing a strategic marketing plan. Duquesne's strategies included setting goals, adding new safety measures, increasing advertising, stressing the importance of the mission statement, and managing the media. The involvement of the student body in remarketing its university is highlighted.