關於此課程：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.
此課程適用人群：This course is for learners who are passionate about sports and interested in starting a career in sports marketing, as well as those looking to upgrade their marketing toolkit or job with new experiences.
製作方： Northwestern University
教學方： Candy Lee, Professor
Medill School of Journalism, Media, Integrated Marketing Communications
| 級別 | 中級 |
| 承諾學習時間 | 6 weeks of study, 1-2 hours/week |
| 語言 | English |
| 如何通過 | 通過所有計分作業以完成課程。 |
授課大綱
第 1 週
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, 2 個閱讀材料, 1 個練習測驗
- Reading: What to expect in this course
- 視頻: Introduction to the Sports Marketing Course
- 視頻: What is Sports Marketing?
- 視頻: Sports Marketing Challenges
- 視頻: Marketing Basics Applied to Sports Marketing
- 視頻: The Traditional 4 P's: A Meaningful Update for Sports
- 視頻: Interview with Katrina Adams, Chairman, CEO and President, U.S. Tennis Association
- 視頻: Interview with Wally Hayward, CEO, W Partners
- 視頻: Interview with Mark Silverman, President of Big Ten Network
- 視頻: Module 1 Conclusion and Looking Ahead
- Reading: Suggested readings for Module 1
- Discussion Prompt: Sports Interactions
- Cuestionario de práctica: Module 1 Practice Quiz
第 2 週
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, 1 個閱讀材料, 1 個練習測驗
- 視頻: Interview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina Solutions
- 視頻: Interview with Geoffrey Goldman, Senior Director of Communications, Fox Sports Midwest
- 視頻: Interview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA Baseball
- 視頻: Event Marketing & Management
- Reading: Suggested readings for Module 2
- Discussion Prompt: Events
- Cuestionario de práctica: Module 2 Practice Quiz
第 3 週
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, 1 個閱讀材料, 1 個練習測驗
- 視頻: Sponsorship Rights
- 視頻: Activation: Bringing Sponsorship to Life
- 視頻: Interview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus Sports
- 視頻: Interview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&T
- 視頻: Mark Finn, Clinical Professor of Accounting, Kellogg School of Management
- 視頻: The Value of Licensing
- 視頻: Dynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern University
- Reading: Suggested readings for Module 3
- Discussion Prompt: Sponsorship & Advertising
- Cuestionario de práctica: Module 3 Practice Quiz
第 4 週
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, 2 個閱讀材料, 1 個練習測驗
- 視頻: Communication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications
- 視頻: Public Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program
- 視頻: Press Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program
- Reading: Suggested readings for Module 4
- Discussion Prompt: Sports News & Stories
- Cuestionario de práctica: Module 4 Practice Quiz
- 視頻: Press Release Peer Review Overview
- Reading: Press Release Examples
已評分: Sports Event Press Release
第 5 週
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, 1 個閱讀材料, 1 個練習測驗
- 視頻: Crisis Communication: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program
- 視頻: Crisis Communication and Social Media: J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications
- 視頻: Hud Englehart on Public Relations and Sports Communications
- 視頻: Hud Englehart on Crisis Communication
- 視頻: Storytelling and Content Creation: Marc Zarefsky, Communications Consultant
- Reading: Suggest readings for Module 5
- Discussion Prompt: Crisis
- Cuestionario de práctica: Module 5 Practice Quiz
第 6 週
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, 2 個閱讀材料, 1 個練習測驗
- 視頻: Loyalty Programs and Their Value
- 視頻: Loyalty Programs in Sports
- 視頻: Sports Agents
- 視頻: BONUS VIDEO: Global Sports Diplomacy: Craig LaMay, Associate Professor, Northwestern University Institute for Policy Research
- Reading: Suggested readings for Module 6
- Discussion Prompt: Brand Loyalty
- Cuestionario de práctica: Module 6 Practice Quiz
- 視頻: Loyalty Program Peer Review Overview
- Reading: Loyalty Programs and Red Sox Nation Example
已評分: Loyalty Program
常見問題解答
運作方式
Trabajo del curso
Cada curso es como un libro de texto interactivo, con videos pregrabados, cuestionarios y proyectos.
Ayuda de tus compañeros
Conéctate con miles de estudiantes y debate ideas y materiales del curso, y obtén ayuda para dominar los conceptos.
Certificados
Obtén reconocimiento oficial por tu trabajo y comparte tu éxito con amigos, compañeros y empleadores.
製作方
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.
