Page 60 - Bachelor Of Sports Management 2022_2023. NEW

Course Code VIA3023
Course Title SPORT CONSUMER BEHAVIOUR
Credit 3
Medium of Instruction English, Malay
Course Pre-requisite(s)/ Minimum None
Requirement(s)
Course Learning Outcomes At the end of the course, students are able to:-
1. Discuss different concepts of consumer behaviour in the context sport industry.
2. Interpret differences between fans and consumers and apply them within the sport settings.
3. Prepare a simple fan engagement plan for a sport organisation.
Synopsis of Course Contents This course provides the basic concepts of consumer behaviour to students. They will learn
about the differences between consumers and fans. Students will learn different characteristics,
motivation, attitude and behaviours of fans in the sport industry. They will learn the different
techniques for fan engagement, especially through digital and social media. They will practice
how to prepare a simple fan engagement plan for a sport organisation.
Main Reference 1. Funk, D. C., Alexandris, K., & McDonald, H. (2016). Sport consumer behaviour:
Marketing strategies. Routledge.
2. Wann & James (2018) Sport Fans: The Psychology and Social Impact of Fandom.
Routledge
3. Zhang, J. J., & Pitts, B. G. (Eds.). (2017). Contemporary sport marketing: global
perspectives. Taylor & Francis.
4. Smith. A. (2019). Consumer Behaviour and Analytics: Data Driven Decision Making.
Routledge
5. Havard, C. T. (Ed.). (2019). Understanding Rivalry and Its Influence on Sports Fans. IGI
Global.
6. Cheng (2017) Exploring the Rise of Fandom in Contemporary Consumer Culture. IGI
Global
Assessment Weightage Continuous Assessment : 60%
Final Examination : 40%