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.
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课程信息
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学生职业成果
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完成这些课程后已开始新的职业生涯
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通过此课程获得实实在在的工作福利
您将获得的技能
Sports MarketingMarketing By MediumMarketingEducational Entertainment
学生职业成果
38%
完成这些课程后已开始新的职业生涯
33%
通过此课程获得实实在在的工作福利
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第 5 门课程（共 6 门）
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完成时间大约为6 小时
建议：3 weeks of study, 2-3 hours/week
英语（English）
字幕：英语（English）, 西班牙语（Spanish）, 中文（简体）
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延世大学
Yonsei University was established in 1885 and is the oldest private university in Korea.
教学大纲 - 您将从这门课程中学到什么
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.
完成时间为 3 小时
11 个视频 （总计 93 分钟）, 5 个阅读材料, 2 个测验
11 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
5 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
2 个练习
Practice Quiz10分钟
Week 1 Graded Quiz20分钟
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.
完成时间为 3 小时
10 个视频 （总计 93 分钟）, 3 个阅读材料, 2 个测验
10 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
3 个阅读材料
Slides10分钟
Recommended Reading on Marketing Strategy.10分钟
References10分钟
2 个练习
Practice Quiz10分钟
Week 2 Graded Quiz20分钟
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.
完成时间为 3 小时
11 个视频 （总计 91 分钟）, 2 个阅读材料, 1 个测验
11 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 You12
2 个阅读材料
Slides10分钟
References10分钟
1 个练习
Final Quiz40分钟
审阅
4.6
来自INTERNATIONAL ENTERTAINMENT AND SPORTS MARKETING的热门评论
由 LL 提供Mar 11, 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!
由 JM 提供Jun 16, 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!
由 ES 提供Aug 9, 2016
Very fun to watch without losing the educational purpose, the course offers a lot of good examples and interviews with professionals in marketing.
由 TT 提供May 25, 2017
great course...clear material...awesome interviews...definitely an eye-opener on the sports and entertainment marketing characteristics
由 AK 提供May 2, 2018
I really like the course, I think it was very useful for myself and hope that these knowledge will help me in my future
由 SS 提供Feb 17, 2017
Very insightful learning about entertainment and sports marketing. Modules are slightly longer though.
由 RK 提供Apr 15, 2017
An amazing course to get an overview of the international sports and entertainment industry today.
关于 国际营销与跨行业发展 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.
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