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:
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Marketing sportif
Université NorthwesternÀ propos de ce cours
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Niveau intermédiaire
Approx. 13 heures pour terminer
Anglais
Sous-titres : Anglais, Portugais (brésilien)
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. 13 heures pour terminer
Anglais
Sous-titres : Anglais, Portugais (brésilien)
Offert par
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.
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
Meilleurs avis pour MARKETING SPORTIF
par JJ27 janv. 2020
I am really into this lesson that is a practical subject that could be easily learned. and also, Assignments are a nice way to apply the knowledge from the course, I hope it has an advanced lesson.
par BB15 juin 2020
This was a comprehensive and informative course. So grateful to have had the guidance of Dr Candy Lee. Each module was in depth, provided great lectures and reading to support the teaching.
par VS15 oct. 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 MW27 avr. 2020
Very clear content. A good mix of reading suggestions, video content and thorough theory. If you already had some education on marketing before, this might be a lot of repetition.
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