The underlying foundation of sports business activities should be market research. This course provides students with knowledge and hands-on application of research techniques and concepts useful in measuring the effectiveness of a decision; the ability to collect and analyze the information necessary to determine the market segments and consumer behavior patterns; and an understanding of allowing for accountability and cost-efficient marketing. Topics to be examined include the effectiveness of advertising, estimating market potential, ROI of marketing campaigns, understanding advanced data analysis including cluster analysis for segmentation and factor analysis, translating findings into business strategies, and forecasting.
Continuing Education Units (CEU) :