Insegnamento a.a. 2026-2027

The course is divided in six main modules:

1. Foundations of Fandom: Theory, Psychology, Sociology, and Economics;
2. Fan Journey, Segmentation, and Data Strategy;
3. Fan Engagement Strategies in Sport;
4. Fan Engagement Strategies in Entertainment;
5. Fandom Monetization and Emerging Business Models;
6. Frontiers of Fandom: AI, Ethics, Crisis Management, and Integrated Strategy.

• Analyze fandom as a psychological, sociological, and economic phenomenon, applying key theoretical frameworks to understand fan behavior across diverse contexts.
• Understand the economics of the fandom economy and its evolutionary dynamics.
• Critically discuss the ethical implications of fandom marketing, distinguishing between fan empowerment practices and exploitative dynamics.
• Deepen advanced fanbase segmentation using behavioral, psychographic, and platform data.
• Make sense of the strategic logics of multi-channel fan engagement across sport, music, entertainment, and gaming.
• Analyze the architecture and value dynamics of fandom monetization models (memberships, merchandise, media rights, NFTs, live events).
• Understand the dynamics of reputational crises in fandom contexts, including fan backlash mechanisms, crisis response, and organizational processes.

• Build advanced fanbase segmentation models using behavioral, psychographic, and platform data.
• Design integrated, multi-channel fan engagement strategies tailored to the specific characteristics of sport, music, entertainment, and gaming.
• Evaluate and structure fandom monetization models — membership programs, merchandise, media rights, NFTs, and live events — with a critical assessment of the value generated for both fans and organizations.
• Strategically and tactically collect, analyze, and use fandom analytics.
• Manage reputational crisis situations within fandom contexts, with particular attention to the speed and consistency of the response.

• Lectures
• Guest speaker's talks (in class or in distance)
• Practical Exercises
• Collaborative Works / Assignments
• Interaction/Gamification

1. Guest Speakers' Talks (in class or remote) Practitioners and industry professionals — from sports clubs, music labels, entertainment companies, and gaming platforms — share real-world experience, current challenges, and emerging trends, bridging academic frameworks with live market practice.
2. Practical Exercises Structured, individual or small-group tasks applied to real brands, fan communities, or cases — such as fan segmentation analyses, engagement audits, or monetization model evaluations — designed to translate course concepts into operational outputs.
3. Collaborative Works / Assignments Team-based projects in which students develop an integrated fandom marketing strategy for a chosen organization (sports team, artist, franchise, etc.), covering segmentation, engagement, monetization, and crisis management, and presenting findings to the class.
4. Interaction / Gamification In-class dynamics — polls, challenges, simulated fan community scenarios, competitive quizzes — that replicate the engagement and participation logic studied in the course, making students experience fandom mechanics from the inside.

• Field project
• Individual written exam
• Class participation

The field project is carried out in teams and involves applying the analytical models learned in the course.

The written exam consists of open-ended questions, multiple-choice/multiple-answer questions, and exercises.

Peer evaluation is optional and limited to only teams that require it.

The assessment method for non-attending students is based on a final written exam. It will consist of several open-ended, multiple-choice, multiple-answer, and short case questions that refer to the concepts, models, and cases in the textbooks and other materials available on the learning platform. The open-ended and multiple-choice questions are mainly aimed at verifying the learning of analytical and management abilities and their correct comprehension. The short cases are used to assess students' ability to apply the knowledge they learned from the course material.

1. Slides and notes from the instructor;
2. Industry reports available on the digital platform;
3. Tools available for free online.

1. Slides and notes from the instructor;
2. Reports available on the digital platform;

3. Innes C., 2025, Fandom Power: Marketing in the Age of Nerd Culture, Questline Publishing