课程信息
4.7
122 个评分
24 个审阅
专项课程
100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为5 小时

建议:3 weeks of study, 2-3 hours/week...
可选语言

英语(English)

字幕:英语(English), 西班牙语(Spanish), 中文(简体)...

您将获得的技能

Sports MarketingMarketing By MediumMarketingEducational Entertainment
专项课程
100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为5 小时

建议:3 weeks of study, 2-3 hours/week...
可选语言

英语(English)

字幕:英语(English), 西班牙语(Spanish), 中文(简体)...

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 3 小时

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. ...
Reading
11 个视频(共 93 分钟), 5 个阅读材料, 2 个测验
Video11 个视频
1.1 Introduction to Course1分钟
1.2 What is Sports Marketing Part 17分钟
1.3 What is Sports Marketing Part 27分钟
1.4 Fan Marketing12分钟
1.5 Influence Marketing: Sports7分钟
1.6 Storytelling in Sports Marketing10分钟
1.7 Sports Sponsorship Part 16分钟
1.8 Sports Sponsorship Part 29分钟
1.9 Expert Interview with John Davis, Duke University7分钟
1.10 Expert Interview with Josh Mora, Full Sail University18分钟
Reading5 个阅读材料
Syllabus10分钟
Let's Connect on Social Media10分钟
Slides10分钟
Recommended Reading on Noon Nopi10分钟
References10分钟
Quiz2 个练习
Practice Quiz10分钟
Week 1 Graded Quiz20分钟
2
完成时间(小时)
完成时间为 3 小时

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....
Reading
10 个视频(共 93 分钟), 3 个阅读材料, 2 个测验
Video10 个视频
2.2 Show Business Marketing10分钟
2.3 Creating Creative Content Part 18分钟
2.4 Creating Creative Content Part 26分钟
2.5 Virtual Reality and Over the Top Part 16分钟
2.6 Virtual Reality and Over the Top Part 27分钟
2.7 Entertainment Branding Part 16分钟
2.8 Entertainment Branding Part 28分钟
2.9 Viral Marketing9分钟
2.10 Expert Interview with Woo Jin Kim, YG Entertainment18分钟
Reading3 个阅读材料
Slides10分钟
Recommended Reading on Marketing Strategy.10分钟
References10分钟
Quiz2 个练习
Practice Quiz10分钟
Week 2 Graded Quiz20分钟
3
完成时间(小时)
完成时间为 3 小时

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. ...
Reading
11 个视频(共 91 分钟), 2 个阅读材料, 1 个测验
Video11 个视频
3.2 Cross Country Entertainment Part 17分钟
3.3 Cross Country Entertainment Part 26分钟
3.4 Cross Industry Sports9分钟
3.5 Cross Industry Entertainment Part 18分钟
3.6 Cross Industry Entertainment Part 28分钟
3.7 Interview with Jörg Dietzel, Audi Part 111分钟
3.8 Interview with Jörg Dietzel, Audi Part 28分钟
3.9 Interview with HyeongKeun Kang, adidas Part 18分钟
3.10 Interview with HyeongKeun Kang, adidas Part 211分钟
Instructor's Thank You分钟
Reading2 个阅读材料
Slides10分钟
References10分钟
Quiz1 个练习
Final Quiz40分钟
4.7
24 个审阅Chevron Right
职业方向

33%

完成这些课程后已开始新的职业生涯
工作福利

83%

通过此课程获得实实在在的工作福利

热门审阅

创建者 LLMar 12th 2017

Thank you professor, it really make sense. The lecture structure is very clear and given examples are helpful to get better understanding. Also the interviews are insightful!

创建者 JMJun 17th 2016

Dae Ryun Chang is wonderful! I really enjoyed his videos. It was easy to understand easy to follow and all connected. I really enjoyed this course! Thank you!

讲师

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

关于 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....

关于 International Marketing & Cross Industry Growth 专项课程

This Specialization covers marketing concepts but, more importantly, emphasizes the need by companies and individuals to think openly across international markets and industries for new ideas or expansion. This is summarized as "Cross Country & Cross Industry" Innovation, or CCCI in short. The first two courses will establish the core foundations and then the last three courses will elaborate on major global industry clusters: course 3 on B2B, course 4 on Healthcare and Hospitality, and course 5 on Sports and Entertainment. The capstone will require learners to develop a new product using knowledge learned from at least 2 industries....
International Marketing & Cross Industry Growth

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