This course provides students with tools to undertake and critically evaluate sport marketing research. Using an applied approach, students will explore both qualitative and quantitative marketing-research tools, including the use of SPSS for data analysis. Students will complete an entire marketing research project, using the results to guide decisions for a real-world client. This course is particularly relevant for students interested in careers in consulting; sport product, service and brand management; and sport media and communications as well as for sport entrepreneurs.
Continuing Education Units (CEU) :