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中級

完成時間大約為13 小時

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

英語(English)

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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

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中級

完成時間大約為13 小時

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

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.

...
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
2
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.

...
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
3
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.

...
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
4
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.

...
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
5
完成時間為 2 小時

Sports communication: social media, crisis communication, celebrity handling

This module will continue the focus on sports communication, with a deep dive into sports-related pubic relations and crisis communication. Issues and strategies surrounding social media and celebrity handling will also come into focus.

...
6 個視頻 (總計 46 分鐘), 1 個閱讀材料, 1 個測驗
6 個視頻
Crisis Communication: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program5分鐘
Crisis Communication and Social Media: J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications3分鐘
Hud Englehart on Public Relations and Sports Communications10分鐘
Hud Englehart on Crisis Communication12分鐘
Storytelling and Content Creation: Marc Zarefsky, Communications Consultant5分鐘
1 個閱讀材料
Suggest readings for Module 51 小時 30 分
1 個練習
Module 5 Practice Quiz4分鐘
6
完成時間為 3 小時

Fandom and loyalty

Where would professional sports be without fandom and loyalty? We close this course we an exploration of the these concepts that make up the bedrock of professional sports and sports marketing. We will also touch on the topic of sports agents and take a look to the future with a video highlighting global sports diplomacy.

...
6 個視頻 (總計 28 分鐘), 2 個閱讀材料, 2 個測驗
6 個視頻
Loyalty Programs and Their Value3分鐘
Loyalty Programs in Sports3分鐘
Sports Agents3分鐘
BONUS VIDEO: Global Sports Diplomacy: Craig LaMay, Associate Professor, Northwestern University Institute for Policy Research10分鐘
Loyalty Program Peer Review Overview1分鐘
2 個閱讀材料
Suggested readings for Module 640分鐘
Loyalty Programs and Red Sox Nation Example10分鐘
1 個練習
Module 6 Practice Quiz4分鐘
4.8
12 個審閱Chevron Right

來自体育营销的熱門評論

創建者 SMApr 12th 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.

創建者 EEFeb 18th 2019

Excellent teaching method and great content. Highly recommended!

講師

Avatar

Candy Lee

Professor
Medill School of Journalism, Media, Integrated Marketing Communications

關於 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. ...

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