About this Course
최근 조회 17,898

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지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

중급 단계

완료하는 데 약 13시간 필요

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

영어

자막: 영어

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

중급 단계

완료하는 데 약 13시간 필요

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

영어

자막: 영어

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 1시간 필요

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 videos (Total 41 min), 2 readings, 1 quiz
10개의 동영상
Introduction to the Sports Marketing Course2m
What is Sports Marketing?2m
Sports Marketing Challenges4m
Marketing Basics Applied to Sports Marketing3m
The Traditional 4 P's: A Meaningful Update for Sports9m
Interview with Katrina Adams, Chairman, CEO and President, U.S. Tennis Association5m
Interview with Wally Hayward, CEO, W Partners5m
Interview with Mark Silverman, President of Big Ten Network5m
Module 1 Conclusion and Looking Ahead2m
2개의 읽기 자료
What to expect in this course10m
Suggested readings for Module 110m
1개 연습문제
Module 1 Practice Quiz4m
2
완료하는 데 1시간 필요

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 videos (Total 28 min), 1 reading, 1 quiz
5개의 동영상
Interview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina Solutions5m
Interview with Geoffrey Goldman, Senior Director of Communications, Fox Sports Midwest5m
Interview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA Baseball5m
Event Marketing & Management7m
1개의 읽기 자료
Suggested readings for Module 230m
1개 연습문제
Module 2 Practice Quiz4m
3
완료하는 데 1시간 필요

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 videos (Total 41 min), 1 reading, 1 quiz
8개의 동영상
Sponsorship Rights2m
Activation: Bringing Sponsorship to Life3m
Interview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus Sports4m
Interview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&T5m
Mark Finn, Clinical Professor of Accounting, Kellogg School of Management5m
The Value of Licensing3m
Dynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern University10m
1개의 읽기 자료
Suggested readings for Module 340m
1개 연습문제
Module 3 Practice Quiz
4
완료하는 데 4시간 필요

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 videos (Total 36 min), 2 readings, 2 quizzes
5개의 동영상
Communication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications15m
Public Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program6m
Press Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program7m
Press Release Peer Review Overview1m
2개의 읽기 자료
Suggested readings for Module 41h
Press Release Examples6m
1개 연습문제
Module 4 Practice Quiz2m
4.8
12개의 리뷰Chevron Right

스포츠 마케팅의 최상위 리뷰

대학: 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.

대학: EEFeb 18th 2019

Excellent teaching method and great content. Highly recommended!

강사

Avatar

Candy Lee

Professor
Medill School of Journalism, Media, Integrated Marketing Communications

노스웨스턴 대학교 정보

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. ...

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 수료증을 구매하면 성적 평가 과제를 포함한 모든 강좌 자료에 접근할 수 있습니다. 강좌를 완료하면 전자 수료증이 성취도 페이지에 추가되며, 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 콘텐츠만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

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