Five week courses - Market Research Methods in the Sports Industry

Market Research Methods in the Sports Industry

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The aim of this course is to equip students with, both, comprehensive understanding as well as the skillset necessary for practical application of market research methods in the context of the dynamic and highly competitive sports industry. Hence, after completing this course, students should be capable of conducting effective market research in a sports business context. In doing so, students will from, both, theoretical and applied aspect, learn consumer behavior, market analyses, sponsorship, branding, and the role of technology in sports business and, particularly, market research. From an applied perspective, accentuated in this course, they will develop knowledge and skills related to sports market research design, identification and utilization of data sources relevant to the sports industry, data collection, data analyses, and the interpretation of the results of these analyses. Students will also be able to effectively communicate research findings and create data-driven interpretations to aid decision-making. Ultimately, within this course, we strive to prepare students for careers in the sports industry, where data-driven decision-making is paramount. 

Detailed course description is available here.


Assistant Professor Jasenko Ljubica, PhD

Lecturer CV and information is available here.


At the end of the course the participant will be able to:

  • Understand Sports Market Research: develop a comprehensive understanding of market research concepts applied to the sports industry, including the significance of data-driven decision-making in sports business.
  • Learn Consumer Behavior in Sports: comprehend the factors influencing sports fan engagement, market segmentation in sports, and the fundamentals of understanding sports consumers.
  • Learn Market Analysis and Competitive Intelligence: learn to conduct market sizing, competitive analysis, and SWOT analysis specific to the sports industry.
  • Comprehend Sponsorship and Branding Research: undertake effective market research on sponsorship effectiveness and brand perception using, among other tools, real-world case studies.
  • Understand Technology in Sports Research: Grasp the significance of technology, big data, social media monitoring, and wearable technology in sports research.
  • Familiarize with Special Topics in Sports Research: Gain insights into international sports market research, eSports market research, and emerging trends in sports research.
  • Learn Research Design and Data Collection: Acquire the skills to design effective research studies, create research objectives, choose suitable data collection methods, and address ethical considerations in sports research.
  • Master Data Analysis and Interpretation: Develop competence in analyzing both quantitative and qualitative data, employing analytical software tools, and presenting data effectively.
  • Master Data Presentation and Reporting: Master the skills of communicating research findings, creating effective data presentations, and preparing research reports.


  • Graduate students in economics (or in social sciences, technical sciences or science related fields) who intend to round out their knowledge in the regional science and use it in the process of preparing dissertations.

  • Holders of undergraduate degrees or students on last year of their studies in economics or the social sciences who wish to study the field of regional economics.

  • Researchers and professionals working in the field.


This FEBT Summer school program offers participants the possibility of going through evaluation process for the purpose of requesting official credit transfers (ECTS).

Evaluation process

Participants who wish to acquire 3 ECTS will be evaluated based on the regular and active course attendance and taking an exam in the form mid-term exam and developing an applied project.

The goal of the exam and project is to show the necessary ability to understand main tools used in market research methods in the sports industry.  


Participants not interested in credit transfer will instead receive the Certificate of Attendence, stating the course completed. These students will be neither evaluated nor graded.