The purpose of this individual report is to provide students with a hand-on experience to analyze and understand specific behaviors that sport consumers engage in. Your task is to analyze sport fan behaviors based on marketing and managerial perspective, and answer the following questions:
1) What sport consumer behavior topic are you interested in and why choose the topic? Why is the topic important to sport marketers?
(1 page)
Some example topics can be:
1) sport fan safety, 2) risk management, 3) facility management, 4) marketing and
promotion events for fan experience, 5) merchandise sales for fans, 6) concession and parking, 7) luxury suites and/or premium seat licensing (PSL), 8) TV broadcasting and social media for fans, 9) spectator behaviors, 10) stadium/arena technology
2) What is the connection between your topic and the textbook knowledge? Select one chapter in the textbook (Sport Consumer Behaviour: Marketing Strategies) and explain your topic focusing on the specific knowledge of the textbook chapter
(1 page)
For example, if your topic is about “fan experience at luxury suites of the stadiums / arenas” then you may think about writing this part based on sport consumer motivation (chapter 5).
Some Chapters titles are:
Ch 2. Sport Consumer Segmentation
Ch.5 Sport Consumer Motivation
Ch.7 Sport Consumer Attitudes
Ch 8. Personality and Consumer Behavior
Ch 12. Sport Team Identification
Ch 13. Service Quality and Customer Satisfaction
3) What are key issues/problems on the topic you selected? Develop a thorough analysis of those issues.
(2-3 pages)
4) What can sport marketers do to improve a) fan attendance, b) fan satisfaction and fan loyalty, c) enhance fan experience, and d) increase profitability? What are your specific recommendations? Provide a set of clear recommendations
(1-2 pages)
* Writing format
-5 – 7 pages (including title and reference pages)
-APA style (6th edition)
-Font: Times New Roman
-Font size: 12
-Line spacing: double space (Do NOT add more space between subheadings and paragraphs.
Line spacing should be consistent throughout the paper as double space.
-Margin: 1 inch margin (all sides)
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