About this Course
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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, Portuguese (Brazilian)

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, Portuguese (Brazilian)

Learners taking this Course are

  • Marketing Specialists
  • Marketing Managers
  • Public Relations Specialists
  • Journalists
  • Marketers

Syllabus - What you will learn from this course

Week
1
1 hour to complete

What is sports marketing?

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

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

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

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
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4.8
36 ReviewsChevron Right

Top reviews from Sports Marketing

By VSOct 16th 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 JMOct 21st 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.

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

  • 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.

  • 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.

More questions? Visit the Learner Help Center.