Today, there is demand for people skilled in Sports Marketing. Organizations want your expertise to strength and grow customer bases and teams want to enlarge their fan base, attract new sponsors to their sport, build strong programs with existing sponsors, and run their fan conventions and other events. In addition, a wide range of companies recognize the value sports relationships have in positioning and building their brands. In this Sports Marketing MOOC, you will learn:
oferecido por
Marketing esportivo
Universidade NorthwesternInformações sobre o curso
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Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
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
Inglês
Legendas: Inglês, Português (Brasil)
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
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
Inglês
Legendas: Inglês, Português (Brasil)
oferecido por
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.
Programa - O que você aprenderá com este curso
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.
1 hora para concluir
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
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.
1 hora para concluir
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
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.
1 hora para concluir
8 vídeos (Total 41 mín.), 1 leitura, 1 teste
8 videos
Why Sponsorship?4min
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
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.
4 horas para concluir
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
Avaliações
Principais avaliações do MARKETING ESPORTIVO
por JJ27 de Jan de 2020
I am really into this lesson that is a practical subject that could be easily learned. and also, Assignments are a nice way to apply the knowledge from the course, I hope it has an advanced lesson.
por BB15 de Jun de 2020
This was a comprehensive and informative course. So grateful to have had the guidance of Dr Candy Lee. Each module was in depth, provided great lectures and reading to support the teaching.
por VS15 de Out de 2019
A great course from a great instructor. As a professional in sports journalism and industry for 25 years, I can tell that I found lessons to be accurate and in more depth than expected.
por MW27 de Abr de 2020
Very clear content. A good mix of reading suggestions, video content and thorough theory. If you already had some education on marketing before, this might be a lot of repetition.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
- The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
- The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
O que recebo ao adquirir o Certificado?
Quando você adquire o Certificado, ganha acesso a todo o material do curso, incluindo avaliações com nota atribuída. Após concluir o curso, 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.
Qual é a política de reembolso?
Você poderá pedir reembolso total até duas semanas após a data do pagamento, ou (para cursos recém-iniciados) até duas semanas após o início da primeira sessão do curso, o que ocorrer por último. Você não poderá receber reembolso após obter o Certificado de Curso, mesmo que tenha completado o curso dentro do período de duas semanas. Veja nossa política para o reembolso total.
Existe algum auxílio financeiro disponível?
Sim, a Coursera oferece auxílio financeiro aos alunos que não podem pagar a taxa. Faça a solicitação clicando no link Auxílio financeiro, abaixo do botão "Inscreva-se" à esquerda. Você será solicitado a preencher um formulário e será notificado se for aprovado. Saiba mais.
Ganharei créditos universitários por concluir o curso?
Este curso não oferece créditos universitários, mas algumas universidades podem aceitar certificados de cursos que podem ser convertidos em créditos. Entre em contato com sua instituição para saber mais. Com os cursos on-line e os certificados Mastertrack™ do Coursera, é possível ganhar créditos universitários.
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