Topic: Fan Behavior & Sports Marketing Analytics

Catalog description

This course, involving both academic and practitioner input, focuses on a number of topics of significant interest for the sports industry. These are briefly outlined below: Sports Fan Behavior - the ephemeral, experiential and meaning-laden nature of the sports “product offering”, together with the enduring and passionate character of the consumer/brand relationship as well as the socialized nature of its consumption, all suggest a unique domain of consumer behavior. This course seeks to enable understanding of the particular nature of sports consumption behavior. The Globalization of Sport - completion in sport, once largely restricted to national and regional market, has been transformed by developments in technology, particularly in relation to the internet and ongoing developments in broadcasting and related media devices. These development have created the platforms necessary for the globalization of sports at all levels (individual sport code, i.e. basketball, individual team, i.e. Dallas Cowboys, individual club, i.e. Real Madrid FC or individual athlete level, i.e. Roger Federer). Increasingly the focus of competition and the consequent marketing of sport take place on a globalized basis. Thus, this course represented a timely focus on a key area of business and marketing in sport. CRM and Data Analytics in Sport Marketing - CRM and Data Analytics, so profitably applied in other industries, are increasingly adopted in sports. This course focuses on the establishment and exploitation of CRM systems in sports as the key to more successful sports marketing. Data analytics, as the source of strategic and tactical insight and thus the key to more effective and beneficial customer relationships, is examined in a sports marketing context as an integral part of this course.