Northwestern University - Sports Marketing
5.0 /5- Offered byCoursera
- Public/Government Institute
Sports Marketing at Coursera Overview
Duration | 14 hours |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Intermediate |
Official Website | Explore Free Course  |
Credential | Certificate |
Sports Marketing at Coursera Highlights
- Shareable Certificate Earn a Certificate upon completion
- 100% online Start instantly and learn at your own schedule.
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Intermediate Level
- Approx. 14 hours to complete
- English Subtitles: Arabic, French, Portuguese (European), Italian, Portuguese (Brazilian), Vietnamese, German, Russian, Turkish, English, Spanish
Sports Marketing at Coursera Course details
- 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:
- ? Ticket pricing strategies
- ? How a crisis might happen in sport
- ? How all types of companies are using sports to enhance and position their brands
- ? How to promote and market a sporting event
- ? How to develop sponsorships
- ? How to use social media to grow your team?s follower base and promote your sporting events, conferences and conventions
- The Sports Marketing MOOC was created by Professor Candy Lee of Northwestern?s Medill School of Journalism and Integrated Marketing Communications. She is joined by experts in the many specialty topics important to Sports Marketing.
Sports Marketing at Coursera Curriculum
What is sports marketing?
Welcome to the Course
Introduction to the Sports Marketing Course
What is Sports Marketing?
Sports Marketing Challenges
Marketing Basics Applied to Sports Marketing
The Traditional 4 P's: A Meaningful Update for Sports
Interview with Katrina Adams, Chairman, CEO and President, U.S. Tennis Association
Interview with Wally Hayward, CEO, W Partners
Interview with Mark Silverman, President of Big Ten Network
Module 1 Conclusion and Looking Ahead
What to expect in this course
Suggested readings for Module 1
Module 1 Practice Quiz
Sports Marketing: differences and similarities with other marketing
Service vs. Product Marketing in Sports
Interview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina Solutions
Interview with Geoffrey Goldman, Senior Director of Communications, Fox Sports Midwest
Interview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA Baseball
Event Marketing & Management
Suggested readings for Module 2
Module 2 Practice Quiz
Value: Sponsorship, Partnerships & Dynamic ticket pricing
Why Sponsorship?
Sponsorship Rights
Activation: Bringing Sponsorship to Life
Interview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus Sports
Interview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&T
Mark Finn, Clinical Professor of Accounting, Kellogg School of Management
The Value of Licensing
Dynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern University
Suggested readings for Module 3
Module 3 Practice Quiz
Sports communication: press releases, media relations, public relations
Interview with Tim Mead, Vice President of Communications, Los Angeles Angels Baseball Club
Communication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications
Public Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program
Press Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program
Press Release Peer Review Overview
Suggested readings for Module 4
Press Release Examples
Module 4 Practice Quiz
Sports communication: social media, crisis communication, celebrity handling
Social Media
Crisis Communication: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program
Crisis Communication and Social Media: J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications
Hud Englehart on Public Relations and Sports Communications
Hud Englehart on Crisis Communication
Storytelling and Content Creation: Marc Zarefsky, Communications Consultant
Suggest readings for Module 5
Module 5 Practice Quiz
Fandom and loyalty
Why are Fans Loyal?
Loyalty Programs and Their Value
Loyalty Programs in Sports
Sports Agents
BONUS VIDEO: Global Sports Diplomacy: Craig LaMay, Associate Professor, Northwestern University Institute for Policy Research
Loyalty Program Peer Review Overview
Suggested readings for Module 6
Loyalty Programs and Red Sox Nation Example
Module 6 Practice Quiz
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Student Forum
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