Is the introduction of sensorial marketing with focus on AI technology, impacting revenues of sports companies by increasing the emotional component of the consumer behavior process?


Overview (Logic Steps of the FMP) The logic steps of the FMP are: 1. Define a clear academic gap, using Jstor or similar papers, which are investigating an academic framework and a topic of study. Connect the Academic Gap and the academic framework with the research questions: If gap relates to the 5 Forces of Porter, the students should write academic research questions to test whether the 5 Forces can be improved as a framework with the FMP. In parallel, the student should highlight a business topic that should be researched in parallel and, through the analysis of the business topic, find evidences to improve the academic framework. Every student, both choosing the academic and professional paths are required to define an academic gap and managerial gap. If you do not understand why, please, check the evaluation grid which clearly states that you need to tackle both theoretical and managerial implications. Once the questions are outlined, the student should apply the academic framework under study to the business case chosen. If the professional track is chosen, the business case has to be the company or the industry the student works for. For the academic path, the choice of the case is up to the student but required. Once the framework properly defined, it must be applied to the business case,  sources, references, business information should be added to enrich the analysis. Then, the student should test part of the hypothesis and questions outlined before in the FMP, in the research questions and design a survey that convers both questions a professor would consider interesting from a high level (academic) point of view, as well as concrete insights that a manager in the company should be interested in. Academia and Business feed each other, with academia providing points of reflections while the business point of view challenging academia and providing evidences to improve the understanding of academic frameworks (thus providing a cross-industry solutions to common problems). Once the survey is done, data analysis is required. In the PP students needed to define the variables of the regression analysis and the sample in a very precise manner. Thus, the student only should only tweak and implement the survey in the FMP. Finally, in the theoretical and managerial implications, the student should answer the research questions (ideally, they are yes/no questions which oblige the student to narrow down the topic) supporting the answers with data collected with the survey. The student should first consider him/herself the manager of the company reading the FMP trying to learn something important for the business. Secondly, the student should propose an amendment of the theoretical framework chosen, which could help other industries to tackle global issue. The FMP is not an industry analysis, students cannot only collect data from sources like Bain and study an industry, it has more ramifications, and reading of journals is necessary.   WHAT ARE THE KEY ELEMENTS IN THE STRUCTURE OF THE FINAL MANAGEMENT PROJECT?  An abstract or executive summary (summary of the essential points of the project)  An introduction (including the objectives of the project, identification of the research problem being addressed)  Key definitions, identification of the key variables (independent, dependent, confounding) if necessary  A section demonstrating the significance of the research and how the knowledge gap is being addressed  A literature review (a review of the most important pieces of literature in the student’s domain)  A section on methodology including students’ arguments supporting their choice of methodology among the different options available to them  A section on how students collected data in the field. This section may also include a discussion of the challenges encountered in collecting data and how students overcame them  A section on data analysis  A section on the results obtained from their data analysis. This section needs to be elaborated to include a discussion of their findings  A section on students’ theoretical and managerial implications  A section on the limitations of their work, both theoretical and methodological  Bibliography (in alphabetical order and fully referenced)  Appendices

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