Yonsei University
International Entertainment and Sports Marketing
Yonsei University

International Entertainment and Sports Marketing

This course is part of International Marketing & Cross Industry Growth Specialization

Taught in English

Some content may not be translated

Dae Ryun Chang

Instructor: Dae Ryun Chang

16,438 already enrolled

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Course

Gain insight into a topic and learn the fundamentals

4.7

(450 reviews)

|

98%

11 hours (approximately)
Flexible schedule
Learn at your own pace

Details to know

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Assessments

5 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.7

(450 reviews)

|

98%

11 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the International Marketing & Cross Industry Growth Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
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There are 3 modules in this course

During Week 1, learners will discover how to conceptualize Sports Marketing in two different ways. Sports Marketing is not only the marketing of sports but also the marketing via sports. This definition explains in clear terms how sports itself can be marketed but also how sports can be used to market other industries. Learners will then, via many examples, identify the prototypical and differentiating characteristics of sports marketing such as Fan Marketing, Influence Marketing, Storytelling in Sports, and Sports Sponsorship. In this module you can activate sports marketing via lessons from experts from Professor John Davis at Duke, CE and Josh Mora, Sports Marketing and Media Program Director at Full Sail University.

What's included

11 videos5 readings2 quizzes5 discussion prompts

During Week 2, learners will conceptualize the basic definition of Entertainment Marketing. Entertainment Marketing, as with sports, is not only the marketing of entertainment properties but also marketing via entertainment characteristics. Therefore here too learners will discover that entertainment itself can be marketed but also that other industries can benefit by employing entertainment characteristics or as a medium. Learners will then identify the many of differentiating and trending characteristics of entertainment such as Show Business Marketing, Creating Creative Content, Virtual Reality and Over the Top TV, Entertainment Branding (Placement) and Digital Viral Marketing. In this module you will learn how to apply the wisdom and expertise of Woo Jin Kim, the manager of Psy at YG Entertainment, to your own viral marketing campaigns.

What's included

10 videos3 readings2 quizzes6 discussion prompts

In Week 3 learners will be instructed on how companies can seek growth opportunities by cross-country and cross-industry innovation using both sports or entertainment. For both sports and entertainment, they can be the source or the beneficiary of innovation ideas. We frame this as innovation exporting or innovation importing whether it is at the cross-industry level or the cross-industry level, hence CCCI. Learners interested in activating sports and entertainment in a cross country or cross industry manner can adopt the various strategies covered in the interviews with Jörg Dietzel at Audi and HyeongKeun Kang at adidas.

What's included

11 videos2 readings1 quiz4 discussion prompts

Instructor

Instructor ratings
4.9 (76 ratings)
Dae Ryun Chang
Yonsei University
7 Courses78,837 learners

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4.7

450 reviews

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