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

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Intermediate Level

Approx. 13 hours to complete

English

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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.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Intermediate Level

Approx. 13 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.69/5 (374 Ratings)

Candy Lee

Professor

Medill School of Journalism, Media, Integrated Marketing Communications

137,258 Learners

8 Courses

Syllabus - What you will learn from this course

Content Rating97%(3,809 ratings)

Week1

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 Course38sIntroduction to the Sports Marketing Course2mWhat is Sports Marketing?2mSports Marketing Challenges4mMarketing Basics Applied to Sports Marketing3mThe Traditional 4 P's: A Meaningful Update for Sports9mInterview with Katrina Adams, Chairman, CEO and President, U.S. Tennis Association5mInterview with Wally Hayward, CEO, W Partners5mInterview with Mark Silverman, President of Big Ten Network5mModule 1 Conclusion and Looking Ahead2m

2 readings

What to expect in this course10mSuggested readings for Module 110m

1 practice exercise

Module 1 Practice Quiz30m

Week2

Week 2

2 hours to complete

Sports Marketing: differences and similarities with other marketing

2 hours to complete

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

5 videos

Service vs. Product Marketing in Sports4mInterview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina Solutions5mInterview with Geoffrey Goldman, Senior Director of Communications, Fox Sports Midwest5mInterview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA Baseball5mEvent Marketing & Management7m

1 reading

Value: Sponsorship, Partnerships & Dynamic ticket pricing

2 hours to complete

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

8 videos

Why Sponsorship?4mSponsorship Rights2mActivation: Bringing Sponsorship to Life3mInterview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus Sports4mInterview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&T5mMark Finn, Clinical Professor of Accounting, Kellogg School of Management5mThe Value of Licensing3mDynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern University10m

1 reading

Sports communication: press releases, media relations, public relations

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 Club5mCommunication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications15mPublic Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program6mPress Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program7mPress Release Peer Review Overview1m

2 readings

Suggested readings for Module 41hPress Release Examples6m

1 practice exercise

Module 4 Practice Quiz2m

Reviews

4.7

362 reviews

5 stars
77.78%
4 stars
18.80%
3 stars
2.58%
2 stars
0.36%
1 star
0.46%

TOP REVIEWS FROM SPORTS MARKETING

by AKJan 22, 2022

All was great except the peer graded assignments. I had nobody grade my work for over two weeks after I completed them, so I could not get the certification until other students graded the work.

by MWApr 27, 2020

Very clear content. A good mix of reading suggestions, video content and thorough theory. If you already had some education on marketing before, this might be a lot of repetition.

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 ZAAug 20, 2021

Amazing course taught by Candy Lee and brought-forward by Northwestern University. Marketing enthusiasts must dwell into learning new aspects related to sports marketing & communication.

View all reviews

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

Sports Marketing

Sports Marketing

About this Course