Peggy Keiper, Ph.D.

Dr. Margaret “Peggy” Keiper has held various roles on the business side of the sport industry. She worked in the NBA’s G-League for the New Mexico Thunderbirds as Director of Business Management. She’s booked sports events as marketing/sales manager for the West Michigan Sports Commission and the Albuquerque Convention and Visitors Bureau. She was also an assistant women’s basketball coach and player in college.

Dr. Keiper is an active researcher in innovative instructional tools/methods, psychometric measures in business, digital marketing automation, and sport marketing. She is a passionate and innovative business professor with more than 10 years of experience teaching in higher education. She’s taught at the University of New Mexico, Central Michigan University, Northwood University, and the University of Alaska Fairbanks. Her passions lie in bowhunting, berry picking, rock hounding, drawing/painting, and cooking.

Social Links

LinkedIn
Google Scholar
edX

Education

  • Ph.D., University of New Mexico (2014)
  • MBA, Lynn University (2010)
  • BA, Mathematics, Lakeland University (2009)
  • BA, Marketing, Lakeland University (2008)
  • BSBA, Business Administration, Trine University (2008)
  • Executive Certificate, Marketing Analytics, University of California Berkeley (2021)

Teaching Areas

  • Sport Management
  • Marketing

Research Interests

  • Sales, Events & Marketing in the Sport Industry
  • Analytics & Psychometrics in Marketing & Business
  • Pedagogical Innovations, Software & Experiential Learning

Service Work / Consulting

  • Chair, Research Advisory Council, U. of Alaska Fairbanks, (2021-2022)
  • Undergraduate Research & Scholarly Activity Board, U. of Alaska Fairbanks (2020-2022)
  • Nanook Athletic Advisory Council, U of Alaska Fairbanks (2019-2022)
  • Fairbanks North Star Borough, Parks and Recreation Commission (2020-2021)
  • Spirit of Alaska Federal Credit Union, Supervisory Committee (2018-2020)
  • Females in Athletic Business [FAM], Board of Directors (2016-2018)
  • Sport Recreation Law Association, Board Member for Marketing (2014-2018)

Awards / Professional Accomplishments

  • Qualtrics Fundamentals and Core XM Certified Expert (2022)
  • Lead Developer of Sport Business MOOC on edX (2022)
  • Assisted with data for North Star Athletic Complex, funded for $107,000,000 (2021)
  • Assisted with GCI Alaska Esports Center partnership, funded for $500,000, (2019)
  • President’s Award, Sport Recreation Law Association (2016)
  • Lori K. Miller Young Professional Award, Sport Recreation Law Association (2015)
  • Outstanding Graduate of HESS Department, University of New Mexico (2014)
  • Graduated with Distinction, University of New Mexico (2014)

Publications

Peer Reviewed

Keiper, M.C., White, A., Carlson, C.D., & Lupinek, JM (2021), Student Perceptions on the Benefits of FlipGrid in a HyFlex Learning Environment. Journal of Education for Business, 96 (6), 343-351

Berry, K., Boyer-Davis, S., Keiper, MC, & Richie, J. (2021), The Relationship Between Ethical Behavior of Peers and Grit: Evidence from University Business Classes. Journal of Business & Accounting, 14 (3), 43-63

Berner, C., Lupinek, J.M.., Arkell, F. & Keiper, M.C., (2021), A Pareto Principle Analysis of the NBA: How Production Distribution Affects Team Success. Global Sport Business Journal 8 (1), 51-65.

Keiper, M.C., & Barnes, J. (2020), Small Business Success: Factors Influencing The NBA’s D-League. Journal of Small Business and Enterprise Development

Keiper, M.C., Berry, K., & Richey, J., (2020), Factors Influencing Perception of Ethical Behavior of Peers: Time, Emotional Intelligence, and Ethical Behavior of Self. e- Journal of Business Education & Scholarship of Teaching

Keiper, M.C., Sieszputowski, J., Morgan, T., & Mackey, M. (2019) Employability Skills: A Case Study on a Business-oriented Sport Management Program. e-Journal of Business Education & Scholarship of Teaching, 13(1), 59-69

Hall, S., Manning, D., Keiper, M., Jenny, S., & Allen, B. (2019) Stakeholders’ Perception of Critical Risks and Challenges Hosting Marathon Events: An Exploratory Study. Journal of Contemporary Athletics, 13 (1).

Jenny, S. E., Keiper, M. C., Taylor, B. J., Williams, D. P., Gawrysiak, J., Manning, R. D., & Tutka, P. M. (2018). eSports Venues: A New Sport Business Opportunity. Journal of Applied Sport Management, 10(1).

Keiper, M.C., Williams, D., & Fried, G. (2017). Who’s Stealing Cookies From the Cookie Jar?: A Case Study in Sport Financial Fraud. Case Studies in Sport Management, 6(1), 39-47.

Keiper, M. C., Manning, R. D., Jenny, S., Olrich, T., & Croft, C. (2017). No reason to LoL at LoL: the addition of esports to intercollegiate athletic departments. Journal for the Study of Sports and Athletes in Education, 11(2), 143-160.

Manning, R. D., Keiper, M. C., & Jenny, S. E. (2017). Pedagogical innovations for the millennial sport management student: Socrative and Twitter. Sport Management Education Journal, 11(1), 45-54.

Jenny, S. E., Manning, R. D., Keiper, M. C., & Olrich, T. W. (2017). Virtual (ly) athletes: Where eSports fit within the definition of “sport”. Quest, 69(1), 1-18.

Manning, R. D., Jenny, S. E., Keiper, M. C., & Drane, D. D. (2016). Hall of Shame Revisited: The Appropriateness and Legal Implications of Employer-Sponsored Dodgeball and Kickball Events. Journal of Contemporary Athletics, 10(3), 215.

Eickhoff-Shemek, J. M., & Keiper, M. C. (2014). High-intensity Exercise And The Legal Liability Risks. ACSM’s Health & Fitness Journal, 18(5), 30-37.

Seidler, T., Fried, G., Young, S. J., Keiper, M. C., & Eickhoff-Shemek, J. M. (2014). A Muddied Industry: Essential Risk Management Strategies for Mud Run Participants, Race Organizers, and Sponsors—Part II. ACSM’s Health & Fitness Journal, 18(5), 42-45.

Keiper, M. C., Young, S., Fried, G., & Seidler, T. (2014). The legal implications of obstacle racing and suggested risk management strategies. Journal of legal aspects of sport, 24(2), 78-95.

Young, S. J., Keiper, M. C., Fried, G., Seidler, T., & Eickhoff-Shemek, J. M. (2014). A Muddied Industry: Growth, Injuries, and Legal Issues Associated With Mud Runs—Part I. ACSM’s Health & Fitness Journal, 18(3), 31-34.

Selected Funding

  • UAF, Faculty Initiative Funding, PI, $25,000 (2021-2022)
  • UAF, URSA Undergraduate Research Award, Faculty Advisor, $5,000 (2019)
  • UAF, UNAC Travel Award, $1,500 (2018)
  • Michigan Economic Development Corporation, WMSC, $750,000 (2014)
  • Michigan Economic Development Corporation, WMSC, $122,000 (2014)
  • Michigan Economic Development Corporation, WMSC, $50,000 (2014)

Conference Presentations

Keiper, M.C., & Fried, G. (2020), “eSports and the law…the new class you need to add to your curriculum”, presented at the Sport Recreation Law Association Conference in March of 2020 in Louisville, KY

Keiper, M.C. (2020) “The Current State of Esports Curriculum in Higher Education”, presented at Alaska Society for Technology in Education Conference in February 2020 in Anchorage, Alaska

Manning, R.D., Keiper, M.C., Gawrysiak, J., Jenny, S.E., & Besombes, N., “Digital Age Olympiad: Inclusion of eSports in the Olympics”, Presented at Center for Sociocultural Sport & Olympic Research in Fullerton, CA in March, 2019.

Keiper, M.C., “One and Dumb: The NBA’s G-League as an Option for Basketball’, Presented at Sport Recreation Law Association Conference in San Antonio, TX in February of 2018

Nordstrom, H. & Keiper, M.C., “How Far We’ve Come: A History of Female Referees in Male Sports”, Presented at the North American Society of Sport History Conference in Los Angeles, CA in May, 2017

Jenny, S.J., Manning, R.D., Keiper, M.C., & Williams, D. “eSports Venues: A New Business Opportunity, Presented at the Sports & Entertainment Venues Tomorrow Conference in Columbia, SC, March 2017

Keiper, M.C. & Manning, R.D. “From Apples to Applications: Using Apps to Teach in the Sport Management Classroom”, Presented at the Sport Recreation Law Association Conference in Las Vegas, NV, March, 2017

Keiper, M.C. & Ballou, D. “The Aftermath of a Blackswan: Facilitating Meaningful Experiences for Sport Management Students” Presented at the Sport Recreation Law Association Conference in Las Vegas, NV, March, 2017

Williams, D., Keiper, M.C., Manning, R.D., Jenny, S.J., & Tutka, P. “NCAA eSports 20XX: The Potential for Radical eSports Adoption within Intercollegiate Athletics”, Presented at the Sports Marketing Association Conference in Indianapolis, IN, November 2016

Manning, R.D., Keiper, M.C., Jenny, S.J., & Williams, D. “eSports as “Sport”: Impact of Technology on Sociological Definition of Sport”, Presented at the North American Society of Sport Sociology Conference in Tampa, FL, November 2016

Keiper, M.C. & Manning, R.D. “Tips and Tricks to Reach Millennials in the Sports Law Classroom #Engagement”, Presented at Sport Recreation Law Association Conference in New Orleans, LA, February 2016

Hall, S., Manning R., Keiper, M.C., Allen, B., Jenny S. “Stakeholders’ Perception of Critical Risks and Challenges Hosting Marathon Events: An Exploratory Study”, Presented at Sport Recreation Law Association Conference in New Orleans, LA, February 2016

Keiper, M.C., Williams, D., & Manning, R.D, “Going to the Extreme? A Case Study on Perceived Legitimacy and Reaching a Segment of the Millennial Generation Through Extreme Racing Events”, Presented at Sport Marketing Association Conference in Atlanta, GA, October 2015

Keiper, M.C., “A Jagged Path: The History of Minor League Basketball in the United States”, Presented at the North American Society of Sport History Conference in Miami, FL, May 2015

Keiper, M.C., “One Shot: A Glimpse into Hunter Education Requirements and Firearm Negligence”, presented at the Sport Recreation Law Association Conference in Charlotte, NC, March 2015

Carroll, M., Keiper, M.C., & Mackey, M. “From the Box to the Courtroom: CrossFit Takes on the NSCA”, presented at the Sport Recreation Law Association Conference in Charlotte, NC, March 2015

Keiper, M.C., “Risk Management in a 34 Sport, Olympic Style Festival: Case of the State Games of Michigan”, presented at Sport Recreation Law Association Conference in Orlando, FL, March 2014

Manning, D. & Keiper, M.C., “Cut the Bull: Have Themed Races Taken it Too Far?, presented at Sport Recreation Law Association Conference in Orlando, FL, March 2014

Keiper, M.C, “CrossFit: Forging Elite Fitness and Waivers”, presented at Sport Recreation Law Association Conference in Denver, CO, March of 2013

Fried, G., Keiper, M.C & Seidler, T., “Mud Runs: Down, Dirty and Dangerous”, presented at Sport Recreation Law Association Conference in Denver, CO, March of 2013

Keiper, M.C, “Safety & Risk Management in Recreation Basketball Facilities,” presented at Sport Recreation Law Association Conference in Greensboro, NC, March of 2012

Keiper, M.C., Meinert, L., Henry, N., Hushower, T., & Reinhart, S., “eSports Panel sponsored by GCI”, Presented at Alaska Society for Technology in Education in Anchorage, AK, February 2020

Jenny, S., Keiper, M.C., Gawrysiak, J., & Manning, R.D., “ESports in Academia: Past, Present, & Future”, Presented at University of California Irvine ESports Conference in Irvine, CA, October, 2018

Keiper, M.C, “Intramural Sports and Sports Tourism Departments: A Strategic Partnership”, presented at the National Intramural Recreation Sport Association of Michigan Conference in Ann Arbor, MI, October, 2013

Ad-Hoc Reviewer

  • Journal of Business Ethics
  • Sport Recreation Law Association Conference

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