Study Guide

Objective

Having completed this study unit,

- You recognize key principles theories from consumer behaviour to understand and predict people’s choices

- You can describe the basics of fan engagement and the decision-making processes.

- You recognize empirical methods used to identify the behaviour and preferences of consumers

- You can implement market research and apply data collection methods in a real-life context.

Competences: Ethics Competence, Marketing Competence

Content

Theme 1. Consumer behaviour in sport and the fundamentals of consumer behaviour.

Theme 2. Sports consumer decision making processes

Theme 3. Market research fundamentals

Theme 4. Market research data analysis in the sports environment

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

Level 1
Sport Consumer Behaviour:
You recognize the fundamentals of consumer behaviour related to sport to understand and predict people’s choices.
You are able to describe the decision-making processes of sports consumer.

Market research:
You recognize the fundamentals of market research.
You can plan and implement market research in the sports environment.

Level 2
Sport Consumer Behaviour:
You know the fundamentals of consumer behaviour related sport to understand and predict people’s choices.
You know the decision-making processes of sports consumer.

Market research:
You know the fundamentals of market research.
You can plan and implement market research in the sports environment and recognize their meaning.

Assessment criteria, good (3)

Level 3
Sport Consumer Behaviour:
You understand the fundamental of consumer behaviour related to sport to understand and predict people’s choices.
You understand the decision-making processes of sports consumer.

Market research:
You understand the fundamentals of market research.
You can plan and implement market research in sports environment and justify the actions.

Level 4
Sport Consumer Behaviour:
You can evaluate the fundamentals of consumer behaviour related to sport to understand and predict people’s choices.
You have a command of the decision-making processes.

Market research:
You can evaluate the fundamentals of market research.
You can plan and implement market research in sports environment and justify and compare the actions.

Assessment criteria, excellent (5)

Level 5
Sport Consumer Behaviour:
You have a command of the fundamentals of consumer behaviour as a whole related to sport to understand and predict people’s choices.
You have a command of the decision-making processes as a whole.

Market research:
You have a command of the fundamentals of market research.
You can plan, implement and develop market research in sports environment and justify, compare and analyze the actions constructively from different perspectives.