Today, there is demand for people skilled in Sports Marketing. Organizations want your expertise to strength and grow customer bases and teams want to enlarge their fan base, attract new sponsors to their sport, build strong programs with existing sponsors, and run their fan conventions and other events. In addition, a wide range of companies recognize the value sports relationships have in positioning and building their brands. In this Sports Marketing MOOC, you will learn:
— Ticket pricing strategies
— How a crisis might happen in sport
— How all types of companies are using sports to enhance and position their brands
— How to promote and market a sporting event
— How to develop sponsorships
— How to use social media to grow your team’s follower base and promote your sporting events, conferences and conventions
The Sports Marketing MOOC was created by Professor Candy Lee of Northwestern’s Medill School of Journalism and Integrated Marketing Communications. She is joined by experts in the many specialty topics important to Sports Marketing.
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
11 heure pour terminer
What is sports marketing?
Welcome to the first module of Sports Marketing. This course showcases sports-specific marketing strategies and trends. In subsequent modules, we will discuss how sports marketing is both similar and different from other kinds of marketing, but to start our course, we’ll provide a broad overview of the differing aspects of sports marketing and will also break down the components of sports marketing as a concept.
10 vidéos (Total 41 min), 2 lectures, 1 quiz
10 vidéos
Introduction to the Sports Marketing Course2 min
What is Sports Marketing?2 min
Sports Marketing Challenges4 min
Marketing Basics Applied to Sports Marketing3 min
The Traditional 4 P's: A Meaningful Update for Sports9 min
Interview with Katrina Adams, Chairman, CEO and President, U.S. Tennis Association5 min
Interview with Wally Hayward, CEO, W Partners5 min
Interview with Mark Silverman, President of Big Ten Network5 min
Module 1 Conclusion and Looking Ahead2 min
2 lectures
What to expect in this course10 min
Suggested readings for Module 110 min
1 exercice pour s'entraîner
Module 1 Practice Quiz4 min
Semaine
21 heure pour terminer
Sports Marketing: differences and similarities with other marketing
In Module 2, we will examine the difference between service and product marketing and why sports marketing has some overlap with both of these areas. We will also explore the world of event marketing.
5 vidéos (Total 28 min), 1 lecture, 1 quiz
5 vidéos
Interview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina Solutions5 min
Interview with Geoffrey Goldman, Senior Director of Communications, Fox Sports Midwest5 min
Interview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA Baseball5 min
Event Marketing & Management7 min
1 lecture
Suggested readings for Module 230 min
1 exercice pour s'entraîner
Module 2 Practice Quiz4 min
Semaine
31 heure pour terminer
Value: Sponsorship, Partnerships & Dynamic ticket pricing
This module will explore how to gain value in brand and sponsorship partnerships. Licensing and dynamic ticket pricing, and the potential value of both will also be touched on.
8 vidéos (Total 41 min), 1 lecture, 1 quiz
8 vidéos
Why Sponsorship?4 min
Sponsorship Rights2 min
Activation: Bringing Sponsorship to Life3 min
Interview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus Sports4 min
Interview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&T5 min
Mark Finn, Clinical Professor of Accounting, Kellogg School of Management5 min
The Value of Licensing3 min
Dynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern University10 min
1 lecture
Suggested readings for Module 340 min
1 exercice pour s'entraîner
Module 3 Practice Quiz
Semaine
44 heures pour terminer
Sports communication: press releases, media relations, public relations
This module will cover the primary areas of communication in sports marketing. Sports-specific trends in public relations will be highlighted, along with specific examples. This module will also include a thorough overview of how to draft an effective press release.
5 vidéos (Total 36 min), 2 lectures, 2 quiz
5 vidéos
Communication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications15 min
Public Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program6 min
Press Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program7 min
Press Release Peer Review Overview1 min
2 lectures
Suggested readings for Module 4s
Press Release Examples6 min
1 exercice pour s'entraîner
Module 4 Practice Quiz2 min
4.8
9 avisMeilleurs avis
Great course. I learned a lot and the information was very well presented. The videos were very helpful and I enjoyed hearing from the various outside parties.
Excellent teaching method and great content. Highly recommended!
Enseignant
Candy Lee
ProfessorMedill School of Journalism, Media, Integrated Marketing Communications
À propos de Université Northwestern
Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries.
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