NEW BRUNSWICK, N.J. (CBSNewYork) – Ever since the tragic suicide of Rutgers University freshman Tyler Clementi, the school has been facing challenges over its image.

Now the firing of the head basketball coach Mike Rice is forcing them to re-examine their reputation once again.

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This incident affects the overall Rutgers brand, and university officials need to consider this.

“How are we gonna carry that brand? What’s the image that we want to put forth around that brand?” Dan Lebowitz, who heads the Center for the Study of Sport in Society at Northeastern University, told WCBS 880 reporter Peter Haskell.

He said the school needs to consider a program to train its coaches.

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“It’s a training about what leadership means. How do you embrace leadership? How do you teach coaching? How do you coach coaches to be better?” he said.

He said good leadership starts at the top.

Rice routinely mistreated players and nobody spoke up. Lebowitz calls this the “manhood culture.”

“If a player speaks up, then he’s going to be denigrated as someone that isn’t manly,” he said.

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What changes do you think Rutgers needs to make? Share your ideas below.