À propos de ce cours
4.7
121 notes
24 avis
This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week. People who successfully complete this course will obtain the following outcomes: (1) You will learn the key characteristics of sports marketing. (2) You will learn the key characteristics of entertainment marketing. (3) You will be able to apply cross country growth strategies to your business in the sports and entertainment industry. (4) You will be able to apply cross industry growth strategies to your business in the sports and entertainment industry”. (5) You will be able to reference CCCI, i.e. cross-country and cross-industry Innovation best practices via interviews with key experts in the sports and entertainment industry such as from adidas, Audi, and YG Entertainment (home to Psy and Gangnam Style)....
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Calendar

Dates limites flexibles

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Clock

Approx. 5 hours to complete

Recommandé : 3 weeks of study, 2-3 hours/week...
Comment Dots

English

Sous-titres : English, Spanish, Chinese (Simplified)...

Compétences que vous acquerrez

Sports MarketingMarketing By MediumMarketingEducational Entertainment
Globe

Cours en ligne à 100 %

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Calendar

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Clock

Approx. 5 hours to complete

Recommandé : 3 weeks of study, 2-3 hours/week...
Comment Dots

English

Sous-titres : English, Spanish, Chinese (Simplified)...

Programme du cours : ce que vous apprendrez dans ce cours

Week
1
Clock
3 heures pour terminer

Sports Marketing

During Week 1, learners will discover how to conceptualize Sports Marketing in two different ways. Sports Marketing is not only the marketing of sports but also the marketing via sports. This definition explains in clear terms how sports itself can be marketed but also how sports can be used to market other industries. Learners will then, via many examples, identify the prototypical and differentiating characteristics of sports marketing such as Fan Marketing, Influence Marketing, Storytelling in Sports, and Sports Sponsorship. In this module you can activate sports marketing via lessons from experts from Professor John Davis at Duke, CE and Josh Mora, Sports Marketing and Media Program Director at Full Sail University. ...
Reading
11 vidéos (Total 93 min), 5 lectures, 2 quiz
Video11 vidéos
1.1 Introduction to Course1 min
1.2 What is Sports Marketing Part 17 min
1.3 What is Sports Marketing Part 27 min
1.4 Fan Marketing12 min
1.5 Influence Marketing: Sports7 min
1.6 Storytelling in Sports Marketing10 min
1.7 Sports Sponsorship Part 16 min
1.8 Sports Sponsorship Part 29 min
1.9 Expert Interview with John Davis, Duke University7 min
1.10 Expert Interview with Josh Mora, Full Sail University18 min
Reading5 lectures
Syllabus10 min
Let's Connect on Social Media10 min
Slides10 min
Recommended Reading on Noon Nopi10 min
References10 min
Quiz2 exercices pour s'entraîner
Practice Quiz10 min
Week 1 Graded Quiz20 min
Week
2
Clock
3 heures pour terminer

Entertainment Marketing

During Week 2, learners will conceptualize the basic definition of Entertainment Marketing. Entertainment Marketing, as with sports, is not only the marketing of entertainment properties but also marketing via entertainment characteristics. Therefore here too learners will discover that entertainment itself can be marketed but also that other industries can benefit by employing entertainment characteristics or as a medium. Learners will then identify the many of differentiating and trending characteristics of entertainment such as Show Business Marketing, Creating Creative Content, Virtual Reality and Over the Top TV, Entertainment Branding (Placement) and Digital Viral Marketing. In this module you will learn how to apply the wisdom and expertise of Woo Jin Kim, the manager of Psy at YG Entertainment, to your own viral marketing campaigns....
Reading
10 vidéos (Total 93 min), 3 lectures, 2 quiz
Video10 vidéos
2.2 Show Business Marketing10 min
2.3 Creating Creative Content Part 18 min
2.4 Creating Creative Content Part 26 min
2.5 Virtual Reality and Over the Top Part 16 min
2.6 Virtual Reality and Over the Top Part 27 min
2.7 Entertainment Branding Part 16 min
2.8 Entertainment Branding Part 28 min
2.9 Viral Marketing9 min
2.10 Expert Interview with Woo Jin Kim, YG Entertainment18 min
Reading3 lectures
Slides10 min
Recommended Reading on Marketing Strategy.10 min
References10 min
Quiz2 exercices pour s'entraîner
Practice Quiz10 min
Week 2 Graded Quiz20 min
Week
3
Clock
3 heures pour terminer

Cross Country & Cross Industry Innovation in Sports and Entertainment Marketing

In Week 3 learners will be instructed on how companies can seek growth opportunities by cross-country and cross-industry innovation using both sports or entertainment. For both sports and entertainment, they can be the source or the beneficiary of innovation ideas. We frame this as innovation exporting or innovation importing whether it is at the cross-industry level or the cross-industry level, hence CCCI. Learners interested in activating sports and entertainment in a cross country or cross industry manner can adopt the various strategies covered in the interviews with Jörg Dietzel at Audi and HyeongKeun Kang at adidas. ...
Reading
11 vidéos (Total 91 min), 2 lectures, 1 quiz
Video11 vidéos
3.2 Cross Country Entertainment Part 17 min
3.3 Cross Country Entertainment Part 26 min
3.4 Cross Industry Sports9 min
3.5 Cross Industry Entertainment Part 18 min
3.6 Cross Industry Entertainment Part 28 min
3.7 Interview with Jörg Dietzel, Audi Part 111 min
3.8 Interview with Jörg Dietzel, Audi Part 28 min
3.9 Interview with HyeongKeun Kang, adidas Part 18 min
3.10 Interview with HyeongKeun Kang, adidas Part 211 min
Instructor's Thank You min
Reading2 lectures
Slides10 min
References10 min
Quiz1 exercice pour s'entraîner
Final Quiz40 min
4.7
Direction Signs

33%

a commencé une nouvelle carrière après avoir terminé ces cours
Briefcase

83%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours

Meilleurs avis

par LLMar 12th 2017

Thank you professor, it really make sense. The lecture structure is very clear and given examples are helpful to get better understanding. Also the interviews are insightful!

par JMJun 17th 2016

Dae Ryun Chang is wonderful! I really enjoyed his videos. It was easy to understand easy to follow and all connected. I really enjoyed this course! Thank you!

Enseignant

Dae Ryun Chang

Professor of Marketing
School of Business

À propos de Yonsei University

Yonsei University was established in 1885 and is the oldest private university in Korea. Yonsei’s main campus is situated minutes away from the economic, political, and cultural centers of Seoul’s metropolitan downtown. Yonsei has 3,500 eminent faculty members who are conducting cutting-edge research across all academic disciplines. There are 18 graduate schools, 22 colleges and 133 subsidiary institutions hosting a selective pool of students from around the world. Yonsei is proud of its history and reputation as a leading institution of higher education and research in Asia....

À propos de la Spécialisation International Marketing & Cross Industry Growth

This Specialization covers marketing concepts but, more importantly, emphasizes the need by companies and individuals to think openly across international markets and industries for new ideas or expansion. This is summarized as "Cross Country & Cross Industry" Innovation, or CCCI in short. The first two courses will establish the core foundations and then the last three courses will elaborate on major global industry clusters: course 3 on B2B, course 4 on Healthcare and Hospitality, and course 5 on Sports and Entertainment. The capstone will require learners to develop a new product using knowledge learned from at least 2 industries....
International Marketing & Cross Industry Growth

Foire Aux Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

D'autres questions ? Visitez le Centre d'Aide pour les Etudiants.