La Trobe Industry Research Scholarship - Understanding Consumer Behaviour and Strategic Marketing in Professional Sport
Background
Scholarship code: IND-24008
Professional sports clubs need to understand consumer behaviour as it directly impacts their ability to engage with their members, supporters and stakeholders. A deep understanding allows clubs to tailor marketing strategies, merchandise offerings, and fan engagement initiatives to align with the preferences and motivations of their audience. This project is focused on enhancing the Carlton Football Club’s engagement with their members and supporters to improve their experience.
This PhD will involve undertaking a series of integrated studies that not only provide insights to assist the club enhance their marketing approach and engagement with current and prospective members, it will also enable the student to achieve their thesis via publication.
The successful candidate will be embedded with the Carlton Football Club for 2 or 3 days a week, gaining unique access to the inner workings of a professional football club.
Benefits of the scholarship
- a La Trobe Research Scholarship for three and a half years, with a value of $34,000 per annum, to support your living costs (2024 rate)
- a fee-relief scholarship for up to four years
- relocation allowance and publication/ thesis allowance
- opportunities to work with La Trobe’s outstanding researchers, and have access to our suite of professional development programs.
Are you eligible to apply?
To be eligible to apply for this scholarship, applicants must:
To be eligible to apply for this scholarship, applicants must:
- meet the entrance requirements for the Doctor of Philosophy
- not be receiving another scholarship greater than 75 per cent of the stipend rate for the same purpose.
- be an Australian and New Zealand citizen or Australian permanent resident
In selecting successful applicants, we prioritise applications from candidates who:
- will be enrolled full-time and undertaking their research at a La Trobe University campus
- have completed a Masters by Research or other significant body of research, such as an honours research thesis or lead authorship of a peer-reviewed publication, assessed at a La Trobe Masters by research standard of 75 or above
- have a background in consumer behaviour or sport marketing who is able to undertake both quantitative and qualitative research methods
How to apply
If you wish to apply for this scholarship follow step 3 and 4 to submit your full application for scholarship and candidature.
Select the 'La Trobe Industry Research Scholarship (LTIRS)' option when prompted in the application portal, and use the scholarship code IND-24008. As part of your application you are not required to identify a potential supervisor –Professor Russ Hoye is the designated supervisor for this project.
The supervisory team is led by Professor Russ Hoye (La Trobe University) and Associate Professor Mike Naraine (Brock University, Canada).
Selection process
The University will carefully review your application and consider you for this scholarship. Candidates will be shortlisted for an interview to be conducted with the Carlton Football Club and the University.
Along with meeting academic requirements, candidates will be assessed on their alignment with the Carlton Football Club's values of Respect, United, Humility, Excellence, Relentless and Integrity.
The successful candidate will be made an offer for candidature and scholarship.
Who to contact for further information
Professor Russ Hoye, R.Hoye@latrobe.edu.au