Sport Consumer Behavior.

Catalog description

Semester course; 3 lecture hours. 3 credits. This course focuses on the importance of understanding consumer behavior within contemporary sport. Students will gain an appreciation for how understanding and influencing sport consumer behavior is a fundamental marketing/management strategy, and how an understanding of consumers (fans) enables sport marketers and managers to more effectively meet the needs of buyers in the market. The course explores psychological, social, situational and marketing factors that influence the selection and usage of sport products and services.