课程信息
Whether you are passionate about sports and interested in starting a career in sports marketing, or are looking to upgrade your marketing toolkit or your job with new experiences, this course will have you covered. In this MOOC, we will focus on the business side of sports while highlighting vital marketing concepts through the lens of sports and entertainment. Sports marketing is nuanced, covering areas such as ticket pricing strategies for losing teams and how soft drink, sneaker, and apparel providers use athletes to reach their audience. Learners will investigate how companies use sports to enhance brands. They will also explore a wide range of topics that cover aspects of marketing applicable to a number of fields and brands, including service and product marketing, promotion, event marketing, and sponsorship. A great deal of focus will be given to sports communication. Learners will not only hone traditional skills such as press release writing but also delve into aspects of celebrity, social media, and crisis communication in sports. By the end of this MOOC, learners will have gained significant knowledge in the wide world of sports marketing, building on foundational tools while growing their own loyalty plans and sports insights along the way....
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Intermediate Level

中级

Clock

Approx. 15 hours to complete

建议:6 weeks of study, 1-2 hours/week...
Comment Dots

English

字幕:English...
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Intermediate Level

中级

Clock

Approx. 15 hours to complete

建议:6 weeks of study, 1-2 hours/week...
Comment Dots

English

字幕:English...

教学大纲 - 您将从这门课程中学到什么

Week
1
Clock
完成时间为 1 小时

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....
Reading
10 个视频(共 41 分钟), 2 个阅读材料, 1 个测验
Video10 个视频
Introduction to the Sports Marketing Course2分钟
What is Sports Marketing?2分钟
Sports Marketing Challenges4分钟
Marketing Basics Applied to Sports Marketing3分钟
The Traditional 4 P's: A Meaningful Update for Sports9分钟
Interview with Katrina Adams, Chairman, CEO and President, U.S. Tennis Association5分钟
Interview with Wally Hayward, CEO, W Partners5分钟
Interview with Mark Silverman, President of Big Ten Network5分钟
Module 1 Conclusion and Looking Ahead2分钟
Reading2 个阅读材料
What to expect in this course10分钟
Suggested readings for Module 110分钟
Quiz1 个练习
Module 1 Practice Quiz4分钟
Week
2
Clock
完成时间为 1 小时

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. ...
Reading
5 个视频(共 28 分钟), 1 个阅读材料, 1 个测验
Video5 个视频
Interview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina Solutions5分钟
Interview with Geoffrey Goldman, Senior Director of Communications, Fox Sports Midwest5分钟
Interview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA Baseball5分钟
Event Marketing & Management7分钟
Reading1 个阅读材料
Suggested readings for Module 230分钟
Quiz1 个练习
Module 2 Practice Quiz4分钟
Week
3
Clock
完成时间为 1 小时

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. ...
Reading
8 个视频(共 41 分钟), 1 个阅读材料, 1 个测验
Video8 个视频
Sponsorship Rights2分钟
Activation: Bringing Sponsorship to Life3分钟
Interview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus Sports4分钟
Interview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&T5分钟
Mark Finn, Clinical Professor of Accounting, Kellogg School of Management5分钟
The Value of Licensing3分钟
Dynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern University10分钟
Reading1 个阅读材料
Suggested readings for Module 340分钟
Quiz1 个练习
Module 3 Practice Quiz分钟
Week
4
Clock
完成时间为 4 小时

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. ...
Reading
5 个视频(共 36 分钟), 2 个阅读材料, 2 个测验
Video5 个视频
Communication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications15分钟
Public Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program6分钟
Press Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program7分钟
Press Release Peer Review Overview1分钟
Reading2 个阅读材料
Suggested readings for Module 4分钟
Press Release Examples6分钟
Quiz1 个练习
Module 4 Practice Quiz2分钟

讲师

Candy Lee

Professor
Medill School of Journalism, Media, Integrated Marketing Communications

关于 Northwestern University

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. ...

常见问题

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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