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Sports Marketing

Курс от Northwestern University
Средний≈ 15.6 чАнглийский
О курсеНавыкиПрограммаПреподаватели

О курсе

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.

Навыки, которые вы освоите

Social Media ManagementPromotions and CampaignsEvent MarketingMedia RelationsPublic RelationsBrand ManagementSocial MediaCorporate CommunicationsSocial Media CampaignsMarketing and Public RelationsMarketing Strategy and TechniquesDriving engagementBrandingEvent ManagementBrand LoyaltyEvent PlanningPress ReleasesStrategic CommunicationEvents and ConferencesLoyalty Programs

Программа курса

6 модулей · 63 учебных материалов

01What is sports marketing?14 материалов

Overview of Sports Marketing Course

Welcome to the CourseВидеоWhat to expect in this courseЧтение

Module 1 Lectures

Introduction to the Sports Marketing CourseВидеоWhat is Sports Marketing?Видео

Учитесь у экспертов

Candy Lee

Professor

Sports Marketing
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Обучение на Coursera

≈ 15.6 ч

6 модулей

Язык: Английский

Субтитры: Арабский, Французский, Бенгальский, Украинский, Китайский (Китай), Греческий, Итальянский, Бразильский португальский, Вьетнамский, Нидерландский, Корейский, Немецкий, Пушту, Урду, Русский, Тайский, Индонезийский, Шведский, Турецкий, Азербайджанский, Испанский, Дари, Хинди, Японский, Казахский, Венгерский, Польский

Часть программы вашего университета
Sports Marketing ChallengesВидео
Marketing Basics Applied to Sports MarketingВидео
The Traditional 4 P's: A Meaningful Update for SportsВидео
Interview with Katrina Adams, Chairman, CEO and President, U.S. Tennis AssociationВидео
Interview with Wally Hayward, CEO, W PartnersВидео
Interview with Mark Silverman, President of Big Ten NetworkВидео
Module 1 Conclusion and Looking AheadВидео

Module 1 Supplemental Materials

Suggested readings for Module 1ЧтениеSports InteractionsОбсуждениеModule 1 Practice QuizЗадание
02Sports Marketing: differences and similarities with other marketing8 материалов

Module 2 Lectures

Service vs. Product Marketing in SportsВидеоInterview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina SolutionsВидеоInterview with Geoffrey Goldman, Senior Director of Communications, Fox Sports MidwestВидеоInterview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA BaseballВидеоEvent Marketing & ManagementВидео

Module 2 Supplemental Materials

Suggested readings for Module 2ЧтениеEventsОбсуждениеModule 2 Practice QuizЗадание
03Value: Sponsorship, Partnerships & Dynamic ticket pricing 11 материалов

Module 3 Lectures

Why Sponsorship?ВидеоSponsorship RightsВидеоActivation: Bringing Sponsorship to LifeВидеоInterview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus SportsВидеоInterview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&TВидеоMark Finn, Clinical Professor of Accounting, Kellogg School of ManagementВидеоThe Value of LicensingВидеоDynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern UniversityВидео

Module 3 Supplemental Materials

Suggested readings for Module 3ЧтениеSponsorship & AdvertisingОбсуждениеModule 3 Practice QuizЗадание
04Sports communication: press releases, media relations, public relations10 материалов

Module 4 Lectures

Interview with Tim Mead, Vice President of Communications, Los Angeles Angels Baseball ClubВидеоCommunication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing CommunicationsВидеоPublic Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate ProgramВидеоPress Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate ProgramВидео

Module 4 Supplemental Materials

Suggested readings for Module 4ЧтениеSports News & StoriesОбсуждениеModule 4 Practice QuizЗадание

Peer Review: Writing a Sports Event Press Release

Press Release Peer Review OverviewВидеоPress Release ExamplesЧтениеSports Event Press ReleaseВзаимная проверка
05Sports communication: social media, crisis communication, celebrity handling9 материалов

Module 5 Lectures

Social MediaВидеоCrisis Communication: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate ProgramВидеоCrisis Communication and Social Media: J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing CommunicationsВидеоHud Englehart on Public Relations and Sports CommunicationsВидеоHud Englehart on Crisis CommunicationВидеоStorytelling and Content Creation: Marc Zarefsky, Communications ConsultantВидео

Module 5 Supplemental Materials

Suggest readings for Module 5ЧтениеCrisisОбсуждениеModule 5 Practice QuizЗадание
06Fandom and loyalty11 материалов

Module 6 Lectures

Why are Fans Loyal?ВидеоLoyalty Programs and Their ValueВидеоLoyalty Programs in SportsВидеоSports AgentsВидеоBONUS VIDEO: Global Sports Diplomacy: Craig LaMay, Associate Professor, Northwestern University Institute for Policy ResearchВидео

Module 6 Supplemental Materials

Suggested readings for Module 6ЧтениеBrand LoyaltyОбсуждениеModule 6 Practice QuizЗадание

Peer Review: Sports Loyalty Program

Loyalty Program Peer Review OverviewВидеоLoyalty Programs and Red Sox Nation ExampleЧтениеLoyalty ProgramВзаимная проверка