Informações sobre o curso
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Aprox. 13 horas para completar

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

Inglês

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100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Nível intermediário

Aprox. 13 horas para completar

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

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
1 hora para concluir

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 vídeos ((Total 41 mín.)), 2 leituras, 1 teste
10 videos
Introduction to the Sports Marketing Course2min
What is Sports Marketing?2min
Sports Marketing Challenges4min
Marketing Basics Applied to Sports Marketing3min
The Traditional 4 P's: A Meaningful Update for Sports9min
Interview with Katrina Adams, Chairman, CEO and President, U.S. Tennis Association5min
Interview with Wally Hayward, CEO, W Partners5min
Interview with Mark Silverman, President of Big Ten Network5min
Module 1 Conclusion and Looking Ahead2min
2 leituras
What to expect in this course10min
Suggested readings for Module 110min
1 exercício prático
Module 1 Practice Quiz4min
Semana
2
1 hora para concluir

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 vídeos ((Total 28 mín.)), 1 leitura, 1 teste
5 videos
Interview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina Solutions5min
Interview with Geoffrey Goldman, Senior Director of Communications, Fox Sports Midwest5min
Interview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA Baseball5min
Event Marketing & Management7min
1 leituras
Suggested readings for Module 230min
1 exercício prático
Module 2 Practice Quiz4min
Semana
3
1 hora para concluir

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 vídeos ((Total 41 mín.)), 1 leitura, 1 teste
8 videos
Sponsorship Rights2min
Activation: Bringing Sponsorship to Life3min
Interview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus Sports4min
Interview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&T5min
Mark Finn, Clinical Professor of Accounting, Kellogg School of Management5min
The Value of Licensing3min
Dynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern University10min
1 leituras
Suggested readings for Module 340min
1 exercício prático
Module 3 Practice Quiz
Semana
4
4 horas para concluir

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 vídeos ((Total 36 mín.)), 2 leituras, 2 testes
5 videos
Communication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications15min
Public Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program6min
Press Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program7min
Press Release Peer Review Overview1min
2 leituras
Suggested readings for Module 41h
Press Release Examples6min
1 exercício prático
Module 4 Practice Quiz2min
Semana
5
2 horas para concluir

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 vídeos ((Total 46 mín.)), 1 leitura, 1 teste
6 videos
Crisis Communication: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program5min
Crisis Communication and Social Media: J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications3min
Hud Englehart on Public Relations and Sports Communications10min
Hud Englehart on Crisis Communication12min
Storytelling and Content Creation: Marc Zarefsky, Communications Consultant5min
1 leituras
Suggest readings for Module 51h 30min
1 exercício prático
Module 5 Practice Quiz4min
Semana
6
3 horas para concluir

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 vídeos ((Total 28 mín.)), 2 leituras, 2 testes
6 videos
Loyalty Programs and Their Value3min
Loyalty Programs in Sports3min
Sports Agents3min
BONUS VIDEO: Global Sports Diplomacy: Craig LaMay, Associate Professor, Northwestern University Institute for Policy Research10min
Loyalty Program Peer Review Overview1min
2 leituras
Suggested readings for Module 640min
Loyalty Programs and Red Sox Nation Example10min
1 exercício prático
Module 6 Practice Quiz4min
4.8
12 avaliaçõesChevron Right

Principais avaliações do Marketing esportivo

por 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.

por EEFeb 18th 2019

Excellent teaching method and great content. Highly recommended!

Instrutores

Avatar

Candy Lee

Professor
Medill School of Journalism, Media, Integrated Marketing Communications

Sobre Universidade Northwestern

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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