This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week.
제공자:
이 강좌에 대하여
최근 조회 8,812회
학습자 경력 결과
38%
가 이 강좌를 수료한 후 새로운 커리어를 시작함
33%
가 이 강좌를 통해 확실한 경력상 이점을 얻음
공유 가능한 수료증
완료 시 수료증 획득
100% 온라인
지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.
다음 특화 과정의 6개 강좌 중 5번째 강좌:
유동적 마감일
일정에 따라 마감일을 재설정합니다.
완료하는 데 약 11시간 필요
영어
자막: 프랑스어, 포르투갈어 (유럽), 중국어 (간체자), 러시아어, 영어, 스페인어
귀하가 습득할 기술
Sports MarketingMarketing By MediumMarketingEducational Entertainment
학습자 경력 결과
38%
가 이 강좌를 수료한 후 새로운 커리어를 시작함
33%
가 이 강좌를 통해 확실한 경력상 이점을 얻음
공유 가능한 수료증
완료 시 수료증 획득
100% 온라인
지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.
다음 특화 과정의 6개 강좌 중 5번째 강좌:
유동적 마감일
일정에 따라 마감일을 재설정합니다.
완료하는 데 약 11시간 필요
영어
자막: 프랑스어, 포르투갈어 (유럽), 중국어 (간체자), 러시아어, 영어, 스페인어
제공자:
연세 대학교
Yonsei University was established in 1885 and is the oldest private university in Korea.
강의 계획 - 이 강좌에서 배울 내용
완료하는 데 4시간 필요
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.
완료하는 데 4시간 필요
11개 동영상 (총 93분), 5 개의 읽기 자료, 2 개의 테스트
완료하는 데 4시간 필요
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.
완료하는 데 4시간 필요
10개 동영상 (총 93분), 3 개의 읽기 자료, 2 개의 테스트
완료하는 데 3시간 필요
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.
완료하는 데 3시간 필요
11개 동영상 (총 91분), 2 개의 읽기 자료, 1 개의 테스트
검토
INTERNATIONAL ENTERTAINMENT AND SPORTS MARKETING의 최상위 리뷰
WN 제공2021년 2월 3일
Big thanks to Prof Dae Ryun Chang for the creative explanation of this course, which I enjoyed very much. Also, I loved the interviews very informative course and I totally recommentd it.
LL 제공2017년 3월 11일
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!
JA 제공2021년 2월 27일
very engaging and educative course on entertainment and sports marketing......the lecturer demonstrated immense understanding and appreciation of the subject area........
JM 제공2016년 6월 16일
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!
International Marketing & Cross Industry Growth 특화 과정 정보
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.
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