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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.

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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)

Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Italiano, Portugués (de Brasil), Vietnamita, Alemán (German), Ruso (Russian), Turco (Turkish), Inglés (English), Español (Spanish)

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)

Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Italiano, Portugués (de Brasil), Vietnamita, Alemán (German), Ruso (Russian), Turco (Turkish), Inglés (English), Español (Spanish)

Instructor

Calificación del instructor

4,69/5 (332 calificaciones)

Candy Lee

Professor

Medill School of Journalism, Media, Integrated Marketing Communications

122.335 alumnos

8 cursos

Programa - Qué aprenderás en este curso

Calificación del contenido97%(3,152 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

Semana 2

2 horas para completar

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.

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

Semana 3

2 horas para completar

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.

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

Semana 4

3 horas para completar

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.

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

322 reseña

5 stars
77,66 %
4 stars
19,05 %
3 stars
2,56 %
2 stars
0,40 %
1 star
0,30 %

Principales reseñas sobre MARKETING DEPORTIVO

por AK22 de ene. de 2022

All was great except the peer graded assignments. I had nobody grade my work for over two weeks after I completed them, so I could not get the certification until other students graded the work.

por MS7 de jun. de 2020

Absolutely loved this course! Professor Lee, thank you so much for taking the time to develop relevant and engaging curriculum, including informative guest speakers.

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.

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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