About this Course
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Intermediate Level

Approx. 13 hours to complete

Suggested: 6 weeks of study, 1-2 hours/week...

English

Subtitles: English

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Intermediate Level

Approx. 13 hours to complete

Suggested: 6 weeks of study, 1-2 hours/week...

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
1 hour to complete

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....
10 videos (Total 41 min), 2 readings, 1 quiz
10 videos
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 readings
What to expect in this course10m
Suggested readings for Module 110m
1 practice exercise
Module 1 Practice Quiz4m
Week
2
1 hour to complete

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. ...
5 videos (Total 28 min), 1 reading, 1 quiz
5 videos
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 reading
Suggested readings for Module 230m
1 practice exercise
Module 2 Practice Quiz4m
Week
3
1 hour to complete

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. ...
8 videos (Total 41 min), 1 reading, 1 quiz
8 videos
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 reading
Suggested readings for Module 340m
1 practice exercise
Module 3 Practice Quiz
Week
4
4 hours to complete

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. ...
5 videos (Total 36 min), 2 readings, 2 quizzes
5 videos
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 readings
Suggested readings for Module 4s
Press Release Examples6m
1 practice exercise
Module 4 Practice Quiz2m
Week
5
2 hours to complete

Sports communication: social media, crisis communication, celebrity handling

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. ...
6 videos (Total 46 min), 1 reading, 1 quiz
6 videos
Crisis Communication: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program5m
Crisis Communication and Social Media: J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications3m
Hud Englehart on Public Relations and Sports Communications10m
Hud Englehart on Crisis Communication12m
Storytelling and Content Creation: Marc Zarefsky, Communications Consultant5m
1 reading
Suggest readings for Module 530m
1 practice exercise
Module 5 Practice Quiz4m
Week
6
3 hours to complete

Fandom and loyalty

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. ...
6 videos (Total 28 min), 2 readings, 2 quizzes
6 videos
Loyalty Programs and Their Value3m
Loyalty Programs in Sports3m
Sports Agents3m
BONUS VIDEO: Global Sports Diplomacy: Craig LaMay, Associate Professor, Northwestern University Institute for Policy Research10m
Loyalty Program Peer Review Overview1m
2 readings
Suggested readings for Module 640m
Loyalty Programs and Red Sox Nation Example10m
1 practice exercise
Module 6 Practice Quiz4m
4.8
9 ReviewsChevron Right

Top Reviews

By SMApr 12th 2019

Great course. I learned a lot and the information was very well presented. The videos were very helpful and I enjoyed hearing from the various outside parties.

By EEFeb 18th 2019

Excellent teaching method and great content. Highly recommended!

Instructor

Avatar

Candy Lee

Professor
Medill School of Journalism, Media, Integrated Marketing Communications

About Northwestern University

Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries. ...

Frequently Asked Questions

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