Este curso forma parte de Programa especializado: International Marketing & Cross Industry Growth

4.7
estrellas
424 calificaciones

98 %

Dae Ryun Chang

12.568 ya inscrito

Ofrecido Por

Programa especializado: International Marketing & Cross Industry Growth Universidad Yonsei

Acerca de este Curso

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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. 
People who successfully complete this course will obtain the following outcomes:

(1) You will learn the key characteristics of sports marketing.
(2) You will learn the key characteristics of entertainment marketing.
(3) You will be able to apply cross country growth strategies to your business in the sports and entertainment industry. 
(4) You will be able to apply cross industry growth strategies to your business in the sports and entertainment industry”. 
(5) You will be able to reference CCCI, i.e. cross-country and cross-industry Innovation best practices via interviews with key experts in the sports and entertainment industry such as from adidas, Audi, and YG Entertainment (home to Psy and Gangnam Style).

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Curso 5 de 6 en

Programa especializado: International Marketing & Cross Industry Growth

Aprox. 11 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Habilidades que obtendrás

Sports Marketing
Marketing By Medium
Marketing
Educational Entertainment

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 5 de 6 en

Programa especializado: International Marketing & Cross Industry Growth

Aprox. 11 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Instructor

Calificación del instructor

4,86/5 (73 calificaciones)

Dae Ryun Chang

Professor of Marketing

School of Business

66.440 alumnos

7 cursos

Ofrecido por

Universidad Yonsei

Yonsei University was established in 1885 and is the oldest private university in Korea.

Yonsei’s main campus is situated minutes away from the economic, political, and cultural centers of Seoul’s metropolitan downtown. Yonsei has 3,500 eminent faculty members who are conducting cutting-edge research across all academic disciplines. There are 18 graduate schools, 22 colleges and 133 subsidiary institutions hosting a selective pool of students from around the world. Yonsei is proud of its history and reputation as a leading institution of higher education and research in Asia.

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Programa - Qué aprenderás en este curso

Calificación del contenido98%(1,379 calificaciones)

Semana

Semana 1

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

Introduction to Specialization3m

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

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

2.1 What is Entertainment Marketing?10m

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

Semana

Semana 3

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

3.1 Cross Country Sports10m

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

4.7

97 reseña

5 stars
78,30 %
4 stars
15,56 %
3 stars
4 %
2 stars
1,17 %
1 star
0,94 %

Principales reseñas sobre INTERNATIONAL ENTERTAINMENT AND SPORTS MARKETING

por M28 de nov. de 2020

Thank you, Professor Rae, from the bottom of my heart! I enjoyed the class.

por KS26 de sep. de 2020

I Wish I Could Get a job also, I am trying my best to get one but I don't know how much this certification would be helpful to me

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.

por RK15 de abr. de 2017

An amazing course to get an overview of the international sports and entertainment industry today.

Ver todas las reseñas

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

¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
¿Hay ayuda económica disponible?
Sí. En ciertos programas de aprendizaje, puedes postularte para recibir ayuda económica o una beca en caso de no poder costear los gastos de la tarifa de inscripción. Si hay ayuda económica o becas disponibles para tu selección de programa de aprendizaje, verás un enlace para postularte en la página de descripción.

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International Entertainment and Sports Marketing

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