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Today, there is demand for people skilled in Sports Marketing.  Organizations want your expertise to strength and grow customer bases and teams want to enlarge their fan base, attract new sponsors to their sport, build strong programs with existing sponsors, and run their fan conventions and other events.  In addition, a wide range of companies recognize the value sports relationships have in positioning and building their brands.  In this Sports Marketing MOOC, you will learn:
— Ticket pricing strategies
— How a crisis might happen in sport
— How all types of companies are using sports to enhance and position their brands
— How to promote and market a sporting event
— How to develop sponsorships
— How to use social media to grow your team’s follower base and promote your sporting events, conferences and conventions

The Sports Marketing MOOC was created by Professor Candy Lee of Northwestern’s Medill School of Journalism and Integrated Marketing Communications.  She is joined by experts in the many specialty topics important to Sports Marketing.

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.

Nivel intermedio

Aprox. 14 horas para completar

Inglés (English)

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

Prueba Coursera para negocios

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.

Nivel intermedio

Aprox. 14 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

4,69/5 (361 calificaciones)

Candy Lee

Professor

Medill School of Journalism, Media, Integrated Marketing Communications

130.187 alumnos

8 cursos

Programa - Qué aprenderás en este curso

Calificación del contenido97%(3,579 calificaciones)

Semana

1

Semana 1

2 horas para completar

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.

2 horas para completar

10 videos (Total 41 minutos), 2 lecturas, 1 cuestionario

10 videos

Welcome to the Course38s

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

2 lecturas

What to expect in this course10m

Sports Marketing: differences and similarities with other marketing

2 horas para completar

5 videos (Total 28 minutos), 1 lectura, 1 cuestionario

5 videos

Service vs. Product Marketing in Sports4m

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

1 lectura

Value: Sponsorship, Partnerships & Dynamic ticket pricing

2 horas para completar

8 videos (Total 41 minutos), 1 lectura, 1 cuestionario

8 videos

Why Sponsorship?4m

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

1 lectura

Sports communication: press releases, media relations, public relations

3 horas para completar

5 videos (Total 36 minutos), 2 lecturas, 2 cuestionarios

5 videos

Interview with Tim Mead, Vice President of Communications, Los Angeles Angels Baseball Club5m

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

2 lecturas

Reseñas

4.7

350 reseña

5 stars
77,69 %
4 stars
18,97 %
3 stars
2,57 %
2 stars
0,38 %
1 star
0,38 %

Principales reseñas sobre MARKETING DEPORTIVO

por JJ27 de ene. de 2020

I am really into this lesson that is a practical subject that could be easily learned. and also, Assignments are a nice way to apply the knowledge from the course, I hope it has an advanced lesson.

por EH14 de ene. de 2021

Excellent course! İ appreciate the professor very much! The topics were to the point, easy to understand, and covered all essential moments of the actual components.

Thank You!

por DS13 de jul. de 2020

I really enjoyed this course, it was very informative and easy to follow. The videos were clear and the graded sections were great. The course as a whole was enjoyable and would recommend to others.

por MW27 de abr. de 2020

Very clear content. A good mix of reading suggestions, video content and thorough theory. If you already had some education on marketing before, this might be a lot of repetition.

Ver todas las reseñas

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 compro el Certificado?
Cuando compras un Certificado, obtienes acceso a todos los materiales del curso, incluidas las tareas calificadas. Una vez que completes el curso, 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 participar del curso como oyente 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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