About this Course

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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.

Flexible deadlines

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Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Intermediate Level

Approx. 14 hours to complete

English

Subtitles: Arabic, French, Portuguese (European), Italian, Portuguese (Brazilian), Vietnamese, German, Russian, Turkish, English, Spanish

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Intermediate Level

Approx. 14 hours to complete

English

Subtitles: Arabic, French, Portuguese (European), Italian, Portuguese (Brazilian), Vietnamese, German, Russian, Turkish, English, Spanish

Instructor

Instructor rating

4.7/5 (296 Ratings)

Candy Lee

Professor

Medill School of Journalism, Media, Integrated Marketing Communications

113,237 Learners

8 Courses

Syllabus - What you will learn from this course

Content Rating96%(2,869 ratings)

Week

1

Week 1

2 hours 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.

2 hours to complete

10 videos (Total 41 min), 2 readings, 1 quiz

10 videos

Welcome to the Course38s

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

Week 2

2 hours 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.

2 hours to complete

5 videos (Total 28 min), 1 reading, 1 quiz

5 videos

Service vs. Product Marketing in Sports4m

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

Week 3

2 hours 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.

2 hours to complete

8 videos (Total 41 min), 1 reading, 1 quiz

8 videos

Why Sponsorship?4m

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

Week 4

3 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.

3 hours to complete

5 videos (Total 36 min), 2 readings, 2 quizzes

5 videos

Interview with Tim Mead, Vice President of Communications, Los Angeles Angels Baseball Club5m

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

Reviews

4.7

301 reviews

5 stars
77.66%
4 stars
19.04%
3 stars
2.60%
2 stars
0.45%
1 star
0.22%

TOP REVIEWS FROM SPORTS MARKETING

by DSJul 13, 2020

I really enjoyed this course, it was very informative and easy to follow. The videos were clear and the graded sections were great. The course as a whole was enjoyable and would recommend to others.

by JJJan 27, 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.

by APMay 17, 2021

Very informative and a good course for people with little to no information about sports marketing. The only negative thing I would like to add is that the interviews seemed a little excessive.

by BBJun 15, 2020

This was a comprehensive and informative course. So grateful to have had the guidance of Dr Candy Lee. Each module was in depth, provided great lectures and reading to support the teaching.

View all reviews

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Sports Marketing

Sports Marketing

About this Course

Instructor

Candy Lee

Offered by

Northwestern University

Syllabus - What you will learn from this course

Week 1

What is sports marketing?

Week 2

Sports Marketing: differences and similarities with other marketing

Week 3

Value: Sponsorship, Partnerships & Dynamic ticket pricing

Week 4

Sports communication: press releases, media relations, public relations

Week 5

Sports communication: social media, crisis communication, celebrity handling

Week 6

Fandom and loyalty

Reviews

TOP REVIEWS FROM SPORTS MARKETING

Frequently Asked Questions

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Sports Marketing

Sports Marketing

About this Course

Instructor

Candy Lee

Offered by

Northwestern University

Syllabus - What you will learn from this course

Week 1

What is sports marketing?

Week 2

Sports Marketing: differences and similarities with other marketing

Week 3

Value: Sponsorship, Partnerships & Dynamic ticket pricing

Week 4

Sports communication: press releases, media relations, public relations

Week 5

Sports communication: social media, crisis communication, celebrity handling

Week 6

Fandom and loyalty

Reviews

TOP REVIEWS FROM SPORTS MARKETING

Frequently Asked Questions

Coursera Footer

Start or advance your career

Browse popular topics

Popular courses and articles

Earn a degree or certificate online

Coursera

Community

More