SPMT*1120 - The Dynamics of Sport Fans
Course Description
This course delves into the intricacies of understanding and engaging consumers within the dynamic landscape of the sports industry. Students will explore the fundamental principles and theories that underpin consumer behaviour, applying them specifically to the context of sports. Key topics include the psychological and sociological factors influencing sport consumption, including motivation, identity, and social influences. Students will analyze sport consumer activity and engagement through the lens of fandom, examining the emotional and cognitive connections that individuals develop with sport activities, athletes, teams, and brands. The course will also address the unique characteristics of sport fandom, such as loyalty and brand allegiance, providing a basic understanding of what makes sport fandom so interesting, distinct, and lucrative.
Learning Outcomes
By the end of the course, the learner should be able to:
- Discuss the psychological and sociological factors that influence consumer behaviour within the sports industry;
- Develop and assess strategies used to engage and retain sports consumers as well as enhance and leverage fan and participant loyalty and engagement;
- Critically apply theories from a variety of areas including marketing, psychology, and sociology to analyze how sports fans and participants develop attachments to sports, athletes, teams, and brands; and
- Identify current and future trends in the sport industry and society, such as emerging technologies, demographic shifts, and evolving fan preferences, and understand how they will impact stakeholders in the sport ecosystem.
Course Topics
- An Introduction to the Study of Sport Fans
- The Process of Becoming a Sport Fan
- Understanding Connections to Teams and Players
- Motivations and Constraints
Additional Requirements
Restriction(s): Not available to students registered in BCOM.SPMT, BCOM.SPMT:C and MIN.SPMT programs
Assessment
| Assessment Item | Weight | Learning Outcomes |
| Unit Quizzes | 48% | 1 |
| Unit Learning Exercises | 12% | 1 |
| Lesson Plan Assignment | 15% | 3 |
| Final Project | 25% | 2, 4 |
| Total | 100% |
Technical Requirements
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*Course details are subject to change.