課程信息
5.0
3 個評分
1 個審閱
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100% 在線

立即開始,按照自己的計劃學習。
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中級

中級

完成時間(小時)

完成時間大約為14 小時

建議:6 weeks of study, 1-2 hours/week...
可選語言

英語(English)

字幕:英語(English)
100% 在線

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

可靈活調整截止日期

根據您的日程表重置截止日期。
中級

中級

完成時間(小時)

完成時間大約為14 小時

建議:6 weeks of study, 1-2 hours/week...
可選語言

英語(English)

字幕:英語(English)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間(小時)
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....
Reading
10 個視頻 (總計 41 分鐘), 2 個閱讀材料, 1 個測驗
Video10 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
Reading2 個閱讀材料
What to expect in this course10分鐘
Suggested readings for Module 110分鐘
Quiz1 個練習
Module 1 Practice Quiz4分鐘
2
完成時間(小時)
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. ...
Reading
5 個視頻 (總計 28 分鐘), 1 個閱讀材料, 1 個測驗
Video5 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
Reading1 個閱讀材料
Suggested readings for Module 230分鐘
Quiz1 個練習
Module 2 Practice Quiz4分鐘
3
完成時間(小時)
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. ...
Reading
8 個視頻 (總計 41 分鐘), 1 個閱讀材料, 1 個測驗
Video8 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
Reading1 個閱讀材料
Suggested readings for Module 340分鐘
Quiz1 個練習
Module 3 Practice Quiz0
4
完成時間(小時)
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. ...
Reading
5 個視頻 (總計 36 分鐘), 2 個閱讀材料, 2 個測驗
Video5 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
Reading2 個閱讀材料
Suggested readings for Module 4分鐘
Press Release Examples6分鐘
Quiz1 個練習
Module 4 Practice Quiz2分鐘

講師

Avatar

Candy Lee

Professor
Medill School of Journalism, Media, Integrated Marketing Communications

關於 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. ...

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