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.
Este curso forma parte de Programa Especializado - International Marketing & Cross Industry Growth
ofrecido por
Programa Especializado - International Marketing & Cross Industry Growth Universidad YonseiAcerca de este Curso
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Resultados profesionales del estudiante
38%
comenzó una nueva carrera después de completar estos cursos
33%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 11 horas para completar
Inglés (English)
Subtítulos: Francés (French), Portugués (europeo), Chino (simplificado), Ruso (Russian), Inglés (English), Español (Spanish)
Habilidades que obtendrás
Sports MarketingMarketing By MediumMarketingEducational Entertainment
Resultados profesionales del estudiante
38%
comenzó una nueva carrera después de completar estos cursos
33%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 11 horas para completar
Inglés (English)
Subtítulos: Francés (French), Portugués (europeo), Chino (simplificado), Ruso (Russian), Inglés (English), Español (Spanish)
ofrecido por
Universidad Yonsei
Yonsei University was established in 1885 and is the oldest private university in Korea.
Programa - Qué aprenderás en este curso
4 horas para completar
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.
4 horas para completar
11 videos (Total 93 minutos), 5 lecturas, 2 cuestionarios
11 videos
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
5 lecturas
Syllabus10m
Let's Connect on Social Media10m
Slides10m
Recommended Reading on Noon Nopi10m
References10m
2 ejercicios de práctica
Practice Quiz30m
Week 1 Graded Quiz30m
4 horas para completar
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.
4 horas para completar
10 videos (Total 93 minutos), 3 lecturas, 2 cuestionarios
10 videos
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
3 lecturas
Slides10m
Recommended Reading on Marketing Strategy.10m
References10m
2 ejercicios de práctica
Practice Quiz30m
Week 2 Graded Quiz30m
3 horas para completar
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.
3 horas para completar
11 videos (Total 91 minutos), 2 lecturas, 1 cuestionario
11 videos
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 You12s
2 lecturas
Slides10m
References10m
1 ejercicio de práctica
Final Quiz30m
Reseñas
Principales reseñas sobre INTERNATIONAL ENTERTAINMENT AND SPORTS MARKETING
por LL11 de mar. de 2017
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!
por JM16 de jun. de 2016
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!
por BK12 de ago. de 2020
Great professor, its fascinating to see how well he has researched about modern world cases and scenarios though being from 1960's generation .
por E14 de ago. de 2020
I think an actualization of content and examples would be great, but the course is perfect for those who love sports and want to learn more.
Acerca de Programa especializado: International Marketing & Cross Industry Growth
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.
Preguntas Frecuentes
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