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:
Marketing sportif
Offert par
Marketing sportif
Université Northwestern
À propos de ce cours
99,043 consultations récentes
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Niveau intermédiaire
Approx. 12 heures pour terminer
Recommandé : 6 weeks of study, 1-2 hours/week
Anglais
Sous-titres : Anglais, Portugais (brésilien)
Programme du cours : ce que vous apprendrez dans ce cours
1 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.
1 heure pour terminer
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
1 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.
1 heure pour terminer
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
1 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.
1 heure pour terminer
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
4 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.
4 heures pour terminer
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 41 h
Press Release Examples6 min
1 exercice pour s'entraîner
Module 4 Practice Quiz2 min
Avis
4.8
Meilleurs avis pour MARKETING SPORTIF
par SPMar 3, 2019
I really like how I can manage my time to study on my own pace. Also, the video lessons are informative and interesting. The use of quizzes and assignments checks how well I follow up with the lesson.
par VSOct 15, 2019
A great course from a great instructor. As a professional in sports journalism and industry for 25 years, I can tell that I found lessons to be accurate and in more depth than expected.
par BSMar 28, 2020
Classes were easy to follow along and I loved being able to go at my own pace. The class material was clearly explained and the reading materials were all relevant. Great class!
par RLNov 4, 2019
This was a very good overview of the sports marketing field. Some of the optional reading can be updated to current event day events, but overall a good learning experience.
par JMOct 20, 2019
Lots of reading material as well as interviews from people in the industry! The peer reviewing is helpful and I love that the course can be done at your own pace.
par SMApr 11, 2019
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.
par EMAug 27, 2019
I did really enjoyed the classes instead I did not get the certification because I did not pay for it, I learnt very useful information about sports marketing.
par MAJun 8, 2019
Good informative course explaining details of sport marketing. Extremely helpful for countries such as India where sport leagues are new in-thing!
par EPSep 21, 2019
Very interesting and I learnt so much. The assignments were also really fun and encouraged us to use our imagination, while picking up the skills.
par DSApr 1, 2020
I am so happy with that course. I differently learned a lot out of it. I found out another creative side of me because of that course. Thank you!
par ASDec 31, 2019
I learned so much taking this course, thank you for allowing me to take this course and help me advance my career in the world of sports
par PBSep 8, 2019
Needs more in-course content, there are too many external links.\n\nI'd rather take north western's opinion on each issue in detail :)
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.
Foire Aux Questions
Quand aurai-je accès aux vidéos de cours et aux devoirs ?
Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.
À quoi ai-je droit si j'achète le Certificat ?
Lorsque vous achetez un Certificat, vous bénéficiez d'un accès à tout le contenu du cours, y compris les devoirs notés. Lorsque vous avez terminé et réussi le cours, votre Certificat électronique est ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.
Quelle est la politique de remboursement ?
Une aide financière est-elle possible ?
D'autres questions ? Visitez le Centre d'Aide pour les Etudiants.