Informações sobre o curso
4.7
122 classificações
24 avaliações
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Horas para completar

Aprox. 5 horas para completar

Sugerido: 3 weeks of study, 2-3 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês, Espanhol, Chinês (simplificado)

Habilidades que você terá

Sports MarketingMarketing By MediumMarketingEducational Entertainment
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Horas para completar

Aprox. 5 horas para completar

Sugerido: 3 weeks of study, 2-3 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês, Espanhol, Chinês (simplificado)

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
3 horas para concluir

Sports Marketing

During Week 1, learners will discover how to conceptualize Sports Marketing in two different ways. Sports Marketing is not only the marketing of sports but also the marketing via sports. This definition explains in clear terms how sports itself can be marketed but also how sports can be used to market other industries. Learners will then, via many examples, identify the prototypical and differentiating characteristics of sports marketing such as Fan Marketing, Influence Marketing, Storytelling in Sports, and Sports Sponsorship. In this module you can activate sports marketing via lessons from experts from Professor John Davis at Duke, CE and Josh Mora, Sports Marketing and Media Program Director at Full Sail University. ...
Reading
11 videos (Total 93 min), 5 leituras, 2 testes
Video11 videos
1.1 Introduction to Course1min
1.2 What is Sports Marketing Part 17min
1.3 What is Sports Marketing Part 27min
1.4 Fan Marketing12min
1.5 Influence Marketing: Sports7min
1.6 Storytelling in Sports Marketing10min
1.7 Sports Sponsorship Part 16min
1.8 Sports Sponsorship Part 29min
1.9 Expert Interview with John Davis, Duke University7min
1.10 Expert Interview with Josh Mora, Full Sail University18min
Reading5 leituras
Syllabus10min
Let's Connect on Social Media10min
Slides10min
Recommended Reading on Noon Nopi10min
References10min
Quiz2 exercícios práticos
Practice Quiz10min
Week 1 Graded Quiz20min
Semana
2
Horas para completar
3 horas para concluir

Entertainment Marketing

During Week 2, learners will conceptualize the basic definition of Entertainment Marketing. Entertainment Marketing, as with sports, is not only the marketing of entertainment properties but also marketing via entertainment characteristics. Therefore here too learners will discover that entertainment itself can be marketed but also that other industries can benefit by employing entertainment characteristics or as a medium. Learners will then identify the many of differentiating and trending characteristics of entertainment such as Show Business Marketing, Creating Creative Content, Virtual Reality and Over the Top TV, Entertainment Branding (Placement) and Digital Viral Marketing. In this module you will learn how to apply the wisdom and expertise of Woo Jin Kim, the manager of Psy at YG Entertainment, to your own viral marketing campaigns....
Reading
10 videos (Total 93 min), 3 leituras, 2 testes
Video10 videos
2.2 Show Business Marketing10min
2.3 Creating Creative Content Part 18min
2.4 Creating Creative Content Part 26min
2.5 Virtual Reality and Over the Top Part 16min
2.6 Virtual Reality and Over the Top Part 27min
2.7 Entertainment Branding Part 16min
2.8 Entertainment Branding Part 28min
2.9 Viral Marketing9min
2.10 Expert Interview with Woo Jin Kim, YG Entertainment18min
Reading3 leituras
Slides10min
Recommended Reading on Marketing Strategy.10min
References10min
Quiz2 exercícios práticos
Practice Quiz10min
Week 2 Graded Quiz20min
Semana
3
Horas para completar
3 horas para concluir

Cross Country & Cross Industry Innovation in Sports and Entertainment Marketing

In Week 3 learners will be instructed on how companies can seek growth opportunities by cross-country and cross-industry innovation using both sports or entertainment. For both sports and entertainment, they can be the source or the beneficiary of innovation ideas. We frame this as innovation exporting or innovation importing whether it is at the cross-industry level or the cross-industry level, hence CCCI. Learners interested in activating sports and entertainment in a cross country or cross industry manner can adopt the various strategies covered in the interviews with Jörg Dietzel at Audi and HyeongKeun Kang at adidas. ...
Reading
11 videos (Total 91 min), 2 leituras, 1 teste
Video11 videos
3.2 Cross Country Entertainment Part 17min
3.3 Cross Country Entertainment Part 26min
3.4 Cross Industry Sports9min
3.5 Cross Industry Entertainment Part 18min
3.6 Cross Industry Entertainment Part 28min
3.7 Interview with Jörg Dietzel, Audi Part 111min
3.8 Interview with Jörg Dietzel, Audi Part 28min
3.9 Interview with HyeongKeun Kang, adidas Part 18min
3.10 Interview with HyeongKeun Kang, adidas Part 211min
Instructor's Thank Youmin
Reading2 leituras
Slides10min
References10min
Quiz1 exercícios práticos
Final Quiz40min
4.7
24 avaliaçõesChevron Right
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Benefício de carreira

83%

consegui um benefício significativo de carreira com este curso

Melhores avaliações

por LLMar 12th 2017

Thank you professor, it really make sense. The lecture structure is very clear and given examples are helpful to get better understanding. Also the interviews are insightful!

por JMJun 17th 2016

Dae Ryun Chang is wonderful! I really enjoyed his videos. It was easy to understand easy to follow and all connected. I really enjoyed this course! Thank you!

Instrutores

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

Sobre Yonsei University

Yonsei University was established in 1885 and is the oldest private university in Korea. Yonsei’s main campus is situated minutes away from the economic, political, and cultural centers of Seoul’s metropolitan downtown. Yonsei has 3,500 eminent faculty members who are conducting cutting-edge research across all academic disciplines. There are 18 graduate schools, 22 colleges and 133 subsidiary institutions hosting a selective pool of students from around the world. Yonsei is proud of its history and reputation as a leading institution of higher education and research in Asia....

Sobre o Programa de cursos integrados International Marketing & Cross Industry Growth

This Specialization covers marketing concepts but, more importantly, emphasizes the need by companies and individuals to think openly across international markets and industries for new ideas or expansion. This is summarized as "Cross Country & Cross Industry" Innovation, or CCCI in short. The first two courses will establish the core foundations and then the last three courses will elaborate on major global industry clusters: course 3 on B2B, course 4 on Healthcare and Hospitality, and course 5 on Sports and Entertainment. The capstone will require learners to develop a new product using knowledge learned from at least 2 industries....
International Marketing & Cross Industry Growth

Perguntas Frequentes – FAQ

  • Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.

  • Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.

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