This module focuses on digital commerce and merchandising strategies in professional sports. Students learn how to design, implement, and manage sports-related products and brand offerings along the digital customer journey. Topics include sports merchandising strategies, digital sales channels and platform models, community-driven commerce, e-commerce technologies, pricing, margin calculation, logistics processes, fan experience, sustainability and ESG in sports retail, success measurement in digital commerce, and the analysis of selected case studies from clubs, sports brands, and platforms.
- Identify key concepts of digital commerce and sports merchandising and explain their relevance for different applications
- Explain the importance of club DNA, fan psychology, and brand identity for successful merchandising and product strategies
- Apply digital sales models, pricing strategies, and margin calculations to real-world organizational or club contexts
- Systematically analyze digital commerce strategies and identify success factors in technology, fan engagement, and profitability
- Critically evaluate merchandising and commerce concepts regarding economic viability, brand alignment, sustainability, and fan orientation
- Develop their own digital merchandising and commerce concepts that effectively combine community mechanisms, technological innovation, and economic objectives