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Sports Marketing
  • Level Professional
  • Duration 14 hours
  • Course by Northwestern University
  • Offered by

About

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.

Modules

Overview of Sports Marketing Course

    • 1 Videos
    • 1 Readings
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1 Videos

  • Welcome to the Course

1 Readings

  • What to expect in this course

Module 1 Lectures

    • 9 Videos
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9 Videos

  • Introduction to the Sports Marketing Course
  • What is Sports Marketing?
  • Sports Marketing Challenges
  • Marketing Basics Applied to Sports Marketing
  • The Traditional 4 P's: A Meaningful Update for Sports
  • Interview with Katrina Adams, Chairman, CEO and President, U.S. Tennis Association
  • Interview with Wally Hayward, CEO, W Partners
  • Interview with Mark Silverman, President of Big Ten Network
  • Module 1 Conclusion and Looking Ahead

Module 1 Supplemental Materials

    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 1 Practice Quiz

1 Discussions

  • Sports Interactions

1 Readings

  • Suggested readings for Module 1

Module 2 Lectures

    • 5 Videos
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5 Videos

  • Service vs. Product Marketing in Sports
  • Interview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina Solutions
  • Interview with Geoffrey Goldman, Senior Director of Communications, Fox Sports Midwest
  • Interview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA Baseball
  • Event Marketing & Management

Module 2 Supplemental Materials

    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 2 Practice Quiz

1 Discussions

  • Events

1 Readings

  • Suggested readings for Module 2

Module 3 Lectures

    • 8 Videos
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8 Videos

  • Why Sponsorship?
  • Sponsorship Rights
  • Activation: Bringing Sponsorship to Life
  • Interview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus Sports
  • Interview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&T
  • Mark Finn, Clinical Professor of Accounting, Kellogg School of Management
  • The Value of Licensing
  • Dynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern University

Module 3 Supplemental Materials

    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 3 Practice Quiz

1 Discussions

  • Sponsorship & Advertising

1 Readings

  • Suggested readings for Module 3

Module 4 Lectures

    • 4 Videos
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4 Videos

  • Interview with Tim Mead, Vice President of Communications, Los Angeles Angels Baseball Club
  • Communication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications
  • Public Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program
  • Press Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program

Module 4 Supplemental Materials

    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 4 Practice Quiz

1 Discussions

  • Sports News & Stories

1 Readings

  • Suggested readings for Module 4

Peer Review: Writing a Sports Event Press Release

    • 1 Videos
    • 1 Readings
    • 1 PeerReview
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1 Peer Review

  • Sports Event Press Release

1 Videos

  • Press Release Peer Review Overview

1 Readings

  • Press Release Examples

Module 5 Lectures

    • 6 Videos
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6 Videos

  • Social Media
  • Crisis Communication: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program
  • Crisis Communication and Social Media: J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications
  • Hud Englehart on Public Relations and Sports Communications
  • Hud Englehart on Crisis Communication
  • Storytelling and Content Creation: Marc Zarefsky, Communications Consultant

Module 5 Supplemental Materials

    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 5 Practice Quiz

1 Discussions

  • Crisis

1 Readings

  • Suggest readings for Module 5

Module 6 Lectures

    • 5 Videos
Show info about module content

5 Videos

  • Why are Fans Loyal?
  • Loyalty Programs and Their Value
  • Loyalty Programs in Sports
  • Sports Agents
  • BONUS VIDEO: Global Sports Diplomacy: Craig LaMay, Associate Professor, Northwestern University Institute for Policy Research

Module 6 Supplemental Materials

    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 6 Practice Quiz

1 Discussions

  • Brand Loyalty

1 Readings

  • Suggested readings for Module 6

Peer Review: Sports Loyalty Program

    • 1 Videos
    • 1 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Loyalty Program

1 Videos

  • Loyalty Program Peer Review Overview

1 Readings

  • Loyalty Programs and Red Sox Nation Example

Auto Summary

Unlock your potential in the dynamic field of Sports Marketing with this professional course led by Professor Candy Lee from Northwestern's Medill School. Dive into ticket pricing strategies, crisis management, brand positioning through sports, event promotion, sponsorship development, and social media growth. Perfect for those aiming to enhance their marketing skills in the sports industry. Available on Coursera, this 840-minute MOOC offers in-depth insights and practical knowledge to elevate your career. Subscribe today to start your journey in Sports Marketing.

Candy Lee
Instructor

Candy Lee