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International Entertainment and Sports Marketing
  • Level Foundation
  • Duration 11 hours
  • Course by Yonsei University
  • Offered by

About

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).

Modules

1. Introduction to Specialization

    • 11 Videos
    • 5 Readings
    • 5 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Practice Quiz
  • Week 1 Graded Quiz

5 Discussions

  • Sports Marketing versus other Marketing Industries
  • Are you a Fan?
  • Product Endorsement Strategy
  • Great Sports Stories
  • Sports Sponsorship Successes and Failures

11 Videos

  • Introduction to Specialization
  • 1.1 Introduction to Course
  • 1.2 What is Sports Marketing Part 1
  • 1.3 What is Sports Marketing Part 2
  • 1.4 Fan Marketing
  • 1.5 Influence Marketing: Sports
  • 1.6 Storytelling in Sports Marketing
  • 1.7 Sports Sponsorship Part 1
  • 1.8 Sports Sponsorship Part 2
  • 1.9 Expert Interview with John Davis, Duke University
  • 1.10 Expert Interview with Josh Mora, Full Sail University

5 Readings

  • Syllabus
  • Let's Connect on Social Media
  • Slides
  • Recommended Reading on Noon Nopi
  • References

2. Entertainment Marketing

    • 10 Videos
    • 3 Readings
    • 6 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Practice Quiz
  • Week 2 Graded Quiz

6 Discussions

  • Personal Entertainment Experience
  • Show Business in Other Businesses
  • Personal Creative Concept Project
  • Virtual Reality
  • Product Placement
  • Dangers of Viral Marketing

10 Videos

  • 2.1 What is Entertainment Marketing?
  • 2.2 Show Business Marketing
  • 2.3 Creating Creative Content Part 1
  • 2.4 Creating Creative Content Part 2
  • 2.5 Virtual Reality and Over the Top Part 1
  • 2.6 Virtual Reality and Over the Top Part 2
  • 2.7 Entertainment Branding Part 1
  • 2.8 Entertainment Branding Part 2
  • 2.9 Viral Marketing
  • 2.10 Expert Interview with Woo Jin Kim, YG Entertainment

3 Readings

  • Slides
  • Recommended Reading on Marketing Strategy.
  • References

3. Cross Country and Cross Industry Innovation in Sports and Entertainment

    • 11 Videos
    • 2 Readings
    • 4 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Final Quiz

4 Discussions

  • Sport with Potential Cross-Country Appeal
  • Entertainment Content with Potential Cross-Country Appeal
  • Cross Industry Sports Importing and Exporting Potential
  • Cross Industry Entertainment Importing and Exporting Potential

11 Videos

  • 3.1 Cross Country Sports
  • 3.2 Cross Country Entertainment Part 1
  • 3.3 Cross Country Entertainment Part 2
  • 3.4 Cross Industry Sports
  • 3.5 Cross Industry Entertainment Part 1
  • 3.6 Cross Industry Entertainment Part 2
  • 3.7 Interview with Jörg Dietzel, Audi Part 1
  • 3.8 Interview with Jörg Dietzel, Audi Part 2
  • 3.9 Interview with HyeongKeun Kang, adidas Part 1
  • 3.10 Interview with HyeongKeun Kang, adidas Part 2
  • Instructor's Thank You

2 Readings

  • Slides
  • References

Auto Summary

Gain a foundational understanding of International Entertainment and Sports Marketing with this engaging course. Focused on Sales & Marketing, it explores the unique marketing strategies and characteristics of the sports and entertainment industries. Learn to apply cross-country and cross-industry growth strategies through expert insights from major brands like Adidas and Audi. The course includes quizzes and spans 660 minutes, available with Starter and Professional subscriptions. Ideal for beginners looking to expand their knowledge in global marketing innovation.

Dae Ryun Chang
Instructor

Dae Ryun Chang