About this course: 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).
Created by: Yonsei University
Taught by: Dae Ryun Chang, Professor of Marketing
School of Business
| Basic Info | Course 5 of 6 in the International Marketing & Cross Industry Growth Specialization |
| Commitment | 3 weeks of study, 2-3 hours/week |
| Language | English, Subtitles: Spanish, Chinese (Simplified) |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
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.
11 videos, 5 readings, 1 practice quiz
- Reading: Syllabus
- Reading: Let's Connect on Social Media
- Reading: Slides
- Reading: Recommended Reading on Noon Nopi
- Video: Introduction to Specialization
- Video: 1.1 Introduction to Course
- Video: 1.2 What is Sports Marketing Part 1
- Video: 1.3 What is Sports Marketing Part 2
- Discussion Prompt: Sports Marketing versus other Marketing Industries
- Video: 1.4 Fan Marketing
- Discussion Prompt: Are you a Fan?
- Video: 1.5 Influence Marketing: Sports
- Discussion Prompt: Product Endorsement Strategy
- Video: 1.6 Storytelling in Sports Marketing
- Discussion Prompt: Great Sports Stories
- Video: 1.7 Sports Sponsorship Part 1
- Video: 1.8 Sports Sponsorship Part 2
- Discussion Prompt: Sports Sponsorship Successes and Failures
- Video: 1.9 Expert Interview with John Davis, Duke University
- Video: 1.10 Expert Interview with Josh Mora, Full Sail University
- Reading: References
- Practice Quiz: Practice Quiz
Graded: Week 1 Graded Quiz
WEEK 2
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.
10 videos, 3 readings, 1 practice quiz
- Reading: Slides
- Reading: Recommended Reading on Marketing Strategy.
- Video: 2.1 What is Entertainment Marketing?
- Discussion Prompt: Personal Entertainment Experience
- Video: 2.2 Show Business Marketing
- Discussion Prompt: Show Business in Other Businesses
- Video: 2.3 Creating Creative Content Part 1
- Video: 2.4 Creating Creative Content Part 2
- Discussion Prompt: Personal Creative Concept Project
- Video: 2.5 Virtual Reality and Over the Top Part 1
- Video: 2.6 Virtual Reality and Over the Top Part 2
- Discussion Prompt: Virtual Reality
- Video: 2.7 Entertainment Branding Part 1
- Video: 2.8 Entertainment Branding Part 2
- Discussion Prompt: Product Placement
- Video: 2.9 Viral Marketing
- Discussion Prompt: Dangers of Viral Marketing
- Video: 2.10 Expert Interview with Woo Jin Kim, YG Entertainment
- Reading: References
- Practice Quiz: Practice Quiz
Graded: Week 2 Graded Quiz
WEEK 3
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.
11 videos, 2 readings
- Reading: Slides
- Video: 3.1 Cross Country Sports
- Discussion Prompt: Sport with Potential Cross-Country Appeal
- Video: 3.2 Cross Country Entertainment Part 1
- Video: 3.3 Cross Country Entertainment Part 2
- Discussion Prompt: Entertainment Content with Potential Cross-Country Appeal
- Video: 3.4 Cross Industry Sports
- Discussion Prompt: Cross Industry Sports Importing and Exporting Potential
- Video: 3.5 Cross Industry Entertainment Part 1
- Video: 3.6 Cross Industry Entertainment Part 2
- Discussion Prompt: Cross Industry Entertainment Importing and Exporting Potential
- Video: 3.7 Interview with Jörg Dietzel, Audi Part 1
- Video: 3.8 Interview with Jörg Dietzel, Audi Part 2
- Video: 3.9 Interview with HyeongKeun Kang, adidas Part 1
- Video: 3.10 Interview with HyeongKeun Kang, adidas Part 2
- Video: Instructor's Thank You
- Reading: References
Graded: Final Quiz
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
Creators
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.
Pricing
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
Educational but repetitive.
great course...clear material...awesome interviews...definitely an eye-opener on the sports and entertainment marketing characteristics
Excellent!
Coursera provides universal access to the world’s best education, partnering with top universities and organizations to offer courses online.
© 2017 Coursera Inc. All rights reserved.
BP
Great course!