IGESS (Institute for Global Economics and Social Sciences)

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MAN100IA（経営学 / Management 100）
Sports Consumer Behavior

Shintaro SATO

Class code etc
Faculty/Graduate school IGESS (Institute for Global Economics and Social Sciences)
Attached documents
Year 2022
Class code M3200
Previous Class code
Previous Class title
Term 秋学期授業/Fall
Day/Period 水3/Wed.3
Class Type
Campus 多摩
Classroom name 各学部・研究科等の時間割等で確認
Grade 1～4
Credit(s) 2
Notes
Open Program
Open Program (Notes)
Global Open Program
Interdepartmental class taking system for Academic Achievers
Interdepartmental class taking system for Academic Achievers (Notes)
Class taught by instructors with practical experience
SDGs CP
Urban Design CP
Diversity CP
Learning for the Future CP
Carbon Neutral CP
Chiyoda Campus Consortium
Category Advanced Courses／専門科目
Disciplinary Courses／IGESS科目
Ⅲ. Global Business
Faculty Sponsored Department Sports and Health Studies

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Outline and objectives

From an American perspective, this course is intended to provide students a general overview of the traditional and more recently developed theories and practices related to sport consumers. Students will learn important concepts and theories related to the cultural, psychological, behavioral, and social characteristics of sport consumers. Upon successful completion of this course, students will be able to understand how individuals become loyalty sport consumers and even positive contributors to the development of unique sport culture.

Goal

Upon successful completion of this course, students will be able to:
(1) Understand the cultural and social characteristics of sport consumers in the American context,
(2) Gain knowledge about important concepts, ideas, and practices related to the psychology and behavior of sport consumer behavior,
(3) Explain how traditional and more recently developed theories can be applicable to sport consumer behavior.

Default language used in class

英語 / English

Method(s)（学期の途中で変更になる場合には、別途提示します。 /If the Method(s) is changed, we will announce the details of any changes. ）

The course will be taught through lectures, group discussions, and the final exam. Considering the current situation (e.g., the spread and severity of COVID -19), I will provide online Zoom lectures.

Active learning in class (Group discussion, Debate.etc.)

あり / Yes

Fieldwork in class

なし / No

Schedule

授業形態/methods of teaching：オンライン/online

※各回の授業形態は予定です。教員の指示に従ってください。

1[オンライン/online]：Course introduction

Course requirements, course objectives, course strategy, textbook, topical course outline

2[オンライン/online]：Stadium consumption

Sport consumer behavior in the Big 4 leagues and college sport (reading material: chapter 1)

3[オンライン/online]：Sport consumption types

Sport consumer behavior and luxury suites, club seats, new media, and sponsorship (reading material: chapter 1)

4[オンライン/online]：Fan socialization

The definition, process, and outcomes of fan socialization in childhood and adolescence (reading material: chapter 3)

5[オンライン/online]：Socialization and connection to sport

Fan socialization among young and older adults, psychological connection to sports and teams (reading material: chapter 3)

6[オンライン/online]：Culture and subcultures

The definition and elements of culture and subculture and their influence on sport consumer behavior (reading material: chapter 5)

7[オンライン/online]：Needs, values, and goals

The concepts and theories of personal needs, values, and goals in sport consumer behavior (reading material: chapter 6)

8[オンライン/online]：Spectator motivation

The definition, measurement, and application of sport consumer motivation (reading material: chapter 7)

9[オンライン/online]：Observer motives and fan motives

Observer motives, fan motives, and “Fig Five” motives

10[オンライン/online]：Consumer perceptions

The definition, elements, and decision-making process of sport consumer perception (reading material: chapter 8)

11[オンライン/online]：Perceptions: interest and evaluation

Consumer interest, consumer evaluation, and brands as stimulus characteristics

12[オンライン/online]：Sport consumer decision-making models

The historical development and current models of consumer behavior theories in marketing (reading material: chapter 2)

13[オンライン/online]：Theories of sport consumer behavior

Various attitudinal models of consumer behavior and their applications to the sport context (reading material: chapter 2)

14[オンライン/online]：Course summary

Course summary, conclusion, feedback, and exam review

Work to be done outside of class (preparation, etc.)

Every week, the students have to answer short questions and read the textbook in order to get more detailed information on important ideas, concepts, and theoretical explanations in each topic.（本授業の準備学習・復習時間は各 2 時間 を標準とします）

Textbooks

None.

References

Trail, G.T., & James, J.D. (2015). Sport Consumer Behavior. Seattle, WA: Sport Consumer Research Consultants LLC.
PDF copies of the textbook are available and uploaded in the material folder on the Learning Management System.

Grading criteria

The students will be assigned grades based on successful completion of the following class components:

Short answer questions (5 points X 10 weeks) 50 points
Final exam（multiple-choice questions） 50 points
Total 100 points

Changes following student comments

Every week, I try to provide as many industry examples as possible to clearly explain class topics. Also, I encourage students to engage in an in-class discussion because diverse students from different departments attend this course.

Equipment student needs to prepare

Microsoft Office, laptop computer

Others

Students in the faculty of Sports and Health Studies MUST earn the credits of “Sport Business Theory 1 (スポーツビジネス論Ⅰ)” and “Sport Industry Theory (スポーツ産業論)” before they register this course.

None.

None.