Sports Marketing

Sports Marketing

Instructor: Candy Lee

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6 assignments

Taught in English

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There are 6 modules in this course

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.

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.

What's included

10 videos2 readings1 assignment1 discussion prompt

10 videosTotal 40 minutes

Welcome to the Course0 minutesPreview module
Introduction to the Sports Marketing Course2 minutes
What is Sports Marketing?2 minutes
Sports Marketing Challenges4 minutes
Marketing Basics Applied to Sports Marketing3 minutes
The Traditional 4 P's: A Meaningful Update for Sports9 minutes
Interview with Katrina Adams, Chairman, CEO and President, U.S. Tennis Association5 minutes
Interview with Wally Hayward, CEO, W Partners5 minutes
Interview with Mark Silverman, President of Big Ten Network5 minutes
Module 1 Conclusion and Looking Ahead2 minutes

2 readingsTotal 20 minutes

What to expect in this course10 minutes
Suggested readings for Module 110 minutes

1 assignmentTotal 30 minutes

Module 1 Practice Quiz30 minutes

1 discussion promptTotal 10 minutes

Sports Interactions10 minutes

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.

What's included

5 videos1 reading1 assignment1 discussion prompt

5 videosTotal 28 minutes

Service vs. Product Marketing in Sports4 minutesPreview module
Interview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina Solutions5 minutes
Interview with Geoffrey Goldman, Senior Director of Communications, Fox Sports Midwest5 minutes
Interview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA Baseball5 minutes
Event Marketing & Management7 minutes

1 readingTotal 30 minutes

Suggested readings for Module 230 minutes

1 assignmentTotal 30 minutes

Module 2 Practice Quiz30 minutes

1 discussion promptTotal 10 minutes

Events10 minutes

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.

What's included

8 videos1 reading1 assignment1 discussion prompt

8 videosTotal 40 minutes

Why Sponsorship?4 minutesPreview module
Sponsorship Rights2 minutes
Activation: Bringing Sponsorship to Life3 minutes
Interview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus Sports4 minutes
Interview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&T5 minutes
Mark Finn, Clinical Professor of Accounting, Kellogg School of Management5 minutes
The Value of Licensing3 minutes
Dynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern University10 minutes

1 readingTotal 40 minutes

Suggested readings for Module 340 minutes

1 assignment

Module 3 Practice Quiz0 minutes

1 discussion promptTotal 10 minutes

Sponsorship & Advertising10 minutes

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.

What's included

5 videos2 readings1 assignment1 peer review1 discussion prompt

5 videosTotal 35 minutes

Interview with Tim Mead, Vice President of Communications, Los Angeles Angels Baseball Club5 minutesPreview module
Communication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications15 minutes
Public Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program6 minutes
Press Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program7 minutes
Press Release Peer Review Overview1 minute

2 readingsTotal 66 minutes

Suggested readings for Module 460 minutes
Press Release Examples6 minutes

1 assignmentTotal 2 minutes

Module 4 Practice Quiz2 minutes

1 peer reviewTotal 60 minutes

Sports Event Press Release60 minutes

1 discussion promptTotal 10 minutes

Sports News & Stories10 minutes

This module will continue the focus on sports communication, with a deep dive into sports-related pubic relations and crisis communication. Issues and strategies surrounding social media and celebrity handling will also come into focus.

What's included

6 videos1 reading1 assignment1 discussion prompt

6 videosTotal 46 minutes

Social Media7 minutesPreview module
Crisis Communication: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program5 minutes
Crisis Communication and Social Media: J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications3 minutes
Hud Englehart on Public Relations and Sports Communications10 minutes
Hud Englehart on Crisis Communication12 minutes
Storytelling and Content Creation: Marc Zarefsky, Communications Consultant5 minutes

1 readingTotal 90 minutes

Suggest readings for Module 590 minutes

1 assignmentTotal 30 minutes

Module 5 Practice Quiz30 minutes

1 discussion promptTotal 10 minutes

Crisis10 minutes

Where would professional sports be without fandom and loyalty? We close this course we an exploration of the these concepts that make up the bedrock of professional sports and sports marketing. We will also touch on the topic of sports agents and take a look to the future with a video highlighting global sports diplomacy.

What's included

6 videos2 readings1 assignment1 peer review1 discussion prompt

6 videosTotal 27 minutes

Why are Fans Loyal?6 minutesPreview module
Loyalty Programs and Their Value3 minutes
Loyalty Programs in Sports3 minutes
Sports Agents3 minutes
BONUS VIDEO: Global Sports Diplomacy: Craig LaMay, Associate Professor, Northwestern University Institute for Policy Research10 minutes
Loyalty Program Peer Review Overview1 minute

2 readingsTotal 50 minutes

Suggested readings for Module 640 minutes
Loyalty Programs and Red Sox Nation Example10 minutes

1 assignmentTotal 30 minutes

Module 6 Practice Quiz30 minutes

1 peer reviewTotal 60 minutes

Loyalty Program60 minutes

1 discussion promptTotal 10 minutes

Brand Loyalty10 minutes

Instructor

Instructor ratings

4.7 (456 ratings)

Candy Lee

Northwestern University

8 Courses175,894 learners

Offered by

Northwestern University

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Reviewed on Jul 30, 2020

Had a great course, litteraly i was learned a lot of things about sport& sponsorship marketing sales retail brands & all.. Each & every videos should teach good things&stuff..

Reviewed on Jan 28, 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.

Reviewed on Mar 29, 2020

Classes were easy to follow along and I loved being able to go at my own pace. The class material was clearly explained and the reading materials were all relevant. Great class!

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