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.
Offered By
Northwestern University
Syllabus - What you will learn from this course
Week
11 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
21 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
31 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
44 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
52 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
63 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 ReviewsTop Reviews
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.
Excellent teaching method and great content. Highly recommended!
Instructor
Candy Lee
ProfessorMedill 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
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
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.
What is the refund policy?
Is financial aid available?
More questions? Visit the Learner Help Center.
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