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:
Offered By
Sports Marketing
Northwestern University
About this Course
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Intermediate Level
Approx. 12 hours to complete
Suggested: 6 weeks of study, 1-2 hours/week
English
Subtitles: English, Portuguese (Brazilian)
Offered by
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.
Syllabus - What you will learn from this course
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.
1 hour to complete
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
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.
1 hour to complete
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
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.
1 hour to complete
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
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.
4 hours to complete
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 41h
Press Release Examples6m
1 practice exercise
Module 4 Practice Quiz2m
Reviews
4.8
TOP REVIEWS FROM SPORTS MARKETING
by SPMar 3, 2019
I really like how I can manage my time to study on my own pace. Also, the video lessons are informative and interesting. The use of quizzes and assignments checks how well I follow up with the lesson.
by VSOct 15, 2019
A great course from a great instructor. As a professional in sports journalism and industry for 25 years, I can tell that I found lessons to be accurate and in more depth than expected.
by BSMar 28, 2020
Classes were easy to follow along and I loved being able to go at my own pace. The class material was clearly explained and the reading materials were all relevant. Great class!
by RLNov 4, 2019
This was a very good overview of the sports marketing field. Some of the optional reading can be updated to current event day events, but overall a good learning experience.
by JMOct 20, 2019
Lots of reading material as well as interviews from people in the industry! The peer reviewing is helpful and I love that the course can be done at your own pace.
by EMAug 27, 2019
I did really enjoyed the classes instead I did not get the certification because I did not pay for it, I learnt very useful information about sports marketing.
by SMApr 11, 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 EPSep 21, 2019
Very interesting and I learnt so much. The assignments were also really fun and encouraged us to use our imagination, while picking up the skills.
by MAJun 8, 2019
Good informative course explaining details of sport marketing. Extremely helpful for countries such as India where sport leagues are new in-thing!
by ASDec 31, 2019
I learned so much taking this course, thank you for allowing me to take this course and help me advance my career in the world of sports
by PBSep 8, 2019
Needs more in-course content, there are too many external links.\n\nI'd rather take north western's opinion on each issue in detail :)
by MSAug 15, 2019
I loved this class. Such a blessing that Professor Candy Lee took time to curate guest speakers and provide awesome content. Thanks!
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?
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