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 16,241회
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 9시간 필요
영어
자막: 영어, 스페인어, 중국어 (간체자)
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 9시간 필요
영어
자막: 영어, 스페인어, 중국어 (간체자)
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 3시간 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 3시간 필요
11개 동영상 (총 93분), 5 개의 읽기 자료, 2 개의 테스트
11개의 동영상
1.1 Introduction to Course1m
1.2 What is Sports Marketing Part 17m
1.3 What is Sports Marketing Part 27m
1.4 Fan Marketing12m
1.5 Influence Marketing: Sports7m
1.6 Storytelling in Sports Marketing10m
1.7 Sports Sponsorship Part 16m
1.8 Sports Sponsorship Part 29m
1.9 Expert Interview with John Davis, Duke University7m
1.10 Expert Interview with Josh Mora, Full Sail University18m
5개의 읽기 자료
Syllabus10m
Let's Connect on Social Media10m
Slides10m
Recommended Reading on Noon Nopi10m
References10m
2개 연습문제
Practice Quiz10m
Week 1 Graded Quiz20m
완료하는 데 3시간 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 3시간 필요
10개 동영상 (총 93분), 3 개의 읽기 자료, 2 개의 테스트
10개의 동영상
2.2 Show Business Marketing10m
2.3 Creating Creative Content Part 18m
2.4 Creating Creative Content Part 26m
2.5 Virtual Reality and Over the Top Part 16m
2.6 Virtual Reality and Over the Top Part 27m
2.7 Entertainment Branding Part 16m
2.8 Entertainment Branding Part 28m
2.9 Viral Marketing9m
2.10 Expert Interview with Woo Jin Kim, YG Entertainment18m
3개의 읽기 자료
Slides10m
Recommended Reading on Marketing Strategy.10m
References10m
2개 연습문제
Practice Quiz10m
Week 2 Graded Quiz20m
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
11개의 동영상
3.2 Cross Country Entertainment Part 17m
3.3 Cross Country Entertainment Part 26m
3.4 Cross Industry Sports9m
3.5 Cross Industry Entertainment Part 18m
3.6 Cross Industry Entertainment Part 28m
3.7 Interview with Jörg Dietzel, Audi Part 111m
3.8 Interview with Jörg Dietzel, Audi Part 28m
3.9 Interview with HyeongKeun Kang, adidas Part 18m
3.10 Interview with HyeongKeun Kang, adidas Part 211m
Instructor's Thank You12
2개의 읽기 자료
Slides10m
References10m
1개 연습문제
Final Quiz40m
검토
INTERNATIONAL ENTERTAINMENT AND SPORTS MARKETING의 최상위 리뷰
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!
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!
ST 제공2020년 5월 17일
I have gain more insights on Sports & Entertainment marketing. How Cross Country marketing can impact the business and adding more revenue.
CA 제공2020년 4월 28일
One of the most exciting courses I have pursued. The instructor had a lot of energy and course material was very helpful. Two thumbs up!
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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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.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.
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