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:
提供方
体育营销
西北大学
課程信息
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中級
完成時間大約為13 小時
英語（English）
字幕：英語（English）, 巴西葡萄牙語
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
可靈活調整截止日期
根據您的日程表重置截止日期。
中級
完成時間大約為13 小時
英語（English）
字幕：英語（English）, 巴西葡萄牙語
提供方
西北大学
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.
教學大綱 - 您將從這門課程中學到什麼
完成時間為 1 小時
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.
完成時間為 1 小時
10 個視頻 （總計 41 分鐘）, 2 個閱讀材料, 1 個測驗
10 個視頻
Introduction to the Sports Marketing Course2分鐘
What is Sports Marketing?2分鐘
Sports Marketing Challenges4分鐘
Marketing Basics Applied to Sports Marketing3分鐘
The Traditional 4 P's: A Meaningful Update for Sports9分鐘
Interview with Katrina Adams, Chairman, CEO and President, U.S. Tennis Association5分鐘
Interview with Wally Hayward, CEO, W Partners5分鐘
Interview with Mark Silverman, President of Big Ten Network5分鐘
Module 1 Conclusion and Looking Ahead2分鐘
2 個閱讀材料
What to expect in this course10分鐘
Suggested readings for Module 110分鐘
1 個練習
Module 1 Practice Quiz4分鐘
完成時間為 1 小時
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.
完成時間為 1 小時
5 個視頻 （總計 28 分鐘）, 1 個閱讀材料, 1 個測驗
5 個視頻
Interview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina Solutions5分鐘
Interview with Geoffrey Goldman, Senior Director of Communications, Fox Sports Midwest5分鐘
Interview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA Baseball5分鐘
Event Marketing & Management7分鐘
1 個閱讀材料
Suggested readings for Module 230分鐘
1 個練習
Module 2 Practice Quiz4分鐘
完成時間為 1 小時
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.
完成時間為 1 小時
8 個視頻 （總計 41 分鐘）, 1 個閱讀材料, 1 個測驗
8 個視頻
Sponsorship Rights2分鐘
Activation: Bringing Sponsorship to Life3分鐘
Interview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus Sports4分鐘
Interview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&T5分鐘
Mark Finn, Clinical Professor of Accounting, Kellogg School of Management5分鐘
The Value of Licensing3分鐘
Dynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern University10分鐘
1 個閱讀材料
Suggested readings for Module 340分鐘
1 個練習
Module 3 Practice Quiz
完成時間為 4 小時
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.
完成時間為 4 小時
5 個視頻 （總計 36 分鐘）, 2 個閱讀材料, 2 個測驗
5 個視頻
Communication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications15分鐘
Public Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program6分鐘
Press Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program7分鐘
Press Release Peer Review Overview1分鐘
2 個閱讀材料
Suggested readings for Module 41小時
Press Release Examples6分鐘
1 個練習
Module 4 Practice Quiz2分鐘
審閱
4.8
來自体育营销的熱門評論
由 SP 提供Mar 3, 2019
I really like how I can manage my time to study on my own pace. Also, the video lessons are informative and interesting. The use of quizzes and assignments checks how well I follow up with the lesson.
由 JJ 提供Jan 27, 2020
I am really into this lesson that is a practical subject that could be easily learned. and also, Assignments are a nice way to apply the knowledge from the course, I hope it has an advanced lesson.
由 VS 提供Oct 15, 2019
A great course from a great instructor. As a professional in sports journalism and industry for 25 years, I can tell that I found lessons to be accurate and in more depth than expected.
由 BS 提供Mar 28, 2020
Classes were easy to follow along and I loved being able to go at my own pace. The class material was clearly explained and the reading materials were all relevant. Great class!
由 RL 提供Nov 4, 2019
This was a very good overview of the sports marketing field. Some of the optional reading can be updated to current event day events, but overall a good learning experience.
由 JM 提供Oct 20, 2019
Lots of reading material as well as interviews from people in the industry! The peer reviewing is helpful and I love that the course can be done at your own pace.
由 SM 提供Apr 11, 2019
Great course. I learned a lot and the information was very well presented. The videos were very helpful and I enjoyed hearing from the various outside parties.
由 EM 提供Aug 27, 2019
I did really enjoyed the classes instead I did not get the certification because I did not pay for it, I learnt very useful information about sports marketing.
由 MA 提供Jun 8, 2019
Good informative course explaining details of sport marketing. Extremely helpful for countries such as India where sport leagues are new in-thing!
由 DS 提供Apr 1, 2020
I am so happy with that course. I differently learned a lot out of it. I found out another creative side of me because of that course. Thank you!
由 AS 提供Dec 31, 2019
I learned so much taking this course, thank you for allowing me to take this course and help me advance my career in the world of sports
由 PB 提供Sep 8, 2019
Needs more in-course content, there are too many external links.\n\nI'd rather take north western's opinion on each issue in detail :)
由 MS 提供Aug 15, 2019
I loved this class. Such a blessing that Professor Candy Lee took time to curate guest speakers and provide awesome content. Thanks!
由 BV 提供Mar 31, 2020
Added certificate in my resume. Surely will help my future aspirations of being a sports journalist!
由 PM 提供Mar 22, 2020
Good brief introductory course for amateurs with very good supplement reading content.
由 RP 提供Apr 5, 2020
It was a good experience learning here. Hope to do some more courses in the future.
由 MS 提供Oct 18, 2019
Great Insight on Sports marketing, strategies, dynamics, and many more ...
由 SS 提供Mar 31, 2020
Excellent course that really dives into the concepts of sports marketing.
由 AS 提供Dec 23, 2019
Great and informative course, will help me with my current business.
由 EE 提供Feb 17, 2019
Excellent teaching method and great content. Highly recommended!
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