If a coach curses you, flag him. If he does it again, flag him again and eject him.
Reading some of the complaints on this thread, I think some officials need to review their rule book and see the ways it allows them to take control of the game.
NCAA Football Rules Committee
Adopted February 2009
• After reviewing a number of plays involving unsportsmanlike
conduct, the committee is firm in its support of the unsportsmanlike
conduct rules as they currently are written and officiated. Many of
these fouls deal with players who inappropriately draw attention
to themselves in a premeditated, excessive or prolonged manner.
Players should be taught the discipline that reinforces football as
a team game.
• The rules committee reminds head coaches of their responsibility
for the behavior of their players before and after, as well as
during, the game. Players must be cautioned against pre-game
unsportsmanlike conduct on the field that can lead to confrontation
between the teams. Such action can lead to penalties enforced on
the opening kickoff, possibly including disqualification of players.
Repeated occurrence of such unsportsmanlike behavior by a team
may result in punitive action by the conference against the head
coach and his institution.
This pretty much sums up who is responsible for behavior, ie "control" of these players. I don't know where you officiate or how long you've been doing it but the officials are not the "boss" we're not 'in charge" and we're not the spotlight of this event. In my rule book it says we'll have "control" of the sidelines and that coaches should support us with "controlling" players with regard to talking to opponents. Don't see anywhere that says we "control" the game. perhaps you could share that?