Sports Marketing

Sports Marketing

Instructor: Candy Lee

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6 modules

Gain insight into a topic and learn the fundamentals.

1,513 reviews

Intermediate level

Some related experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

97%

Most learners liked this course

6 modules

Gain insight into a topic and learn the fundamentals.

1,513 reviews

Intermediate level

Some related experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

97%

Most learners liked this course

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Assessments

6 assignments¹

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Taught in English

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There are 6 modules in this course

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.

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.

What's included

10 videos2 readings1 assignment1 discussion prompt

10 videosTotal 41 minutes

Welcome to the Course1 minute
Introduction to the Sports Marketing Course2 minutes
What is Sports Marketing?3 minutes
Sports Marketing Challenges4 minutes
Marketing Basics Applied to Sports Marketing4 minutes
The Traditional 4 P's: A Meaningful Update for Sports9 minutes
Interview with Katrina Adams, Chairman, CEO and President, U.S. Tennis Association5 minutes
Interview with Wally Hayward, CEO, W Partners5 minutes
Interview with Mark Silverman, President of Big Ten Network6 minutes
Module 1 Conclusion and Looking Ahead2 minutes

2 readingsTotal 20 minutes

What to expect in this course10 minutes
Suggested readings for Module 110 minutes

1 assignmentTotal 30 minutes

Module 1 Practice Quiz30 minutes

1 discussion promptTotal 10 minutes

Sports Interactions10 minutes

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.

What's included

5 videos1 reading1 assignment1 discussion prompt

5 videosTotal 28 minutes

Service vs. Product Marketing in Sports4 minutes
Interview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina Solutions5 minutes
Interview with Geoffrey Goldman, Senior Director of Communications, Fox Sports Midwest6 minutes
Interview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA Baseball6 minutes
Event Marketing & Management7 minutes

1 readingTotal 30 minutes

Suggested readings for Module 230 minutes

1 assignmentTotal 30 minutes

Module 2 Practice Quiz30 minutes

1 discussion promptTotal 10 minutes

Events10 minutes

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.

What's included

8 videos1 reading1 assignment1 discussion prompt

8 videosTotal 41 minutes

Why Sponsorship?4 minutes
Sponsorship Rights3 minutes
Activation: Bringing Sponsorship to Life4 minutes
Interview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus Sports5 minutes
Interview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&T5 minutes
Mark Finn, Clinical Professor of Accounting, Kellogg School of Management6 minutes
The Value of Licensing4 minutes
Dynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern University10 minutes

1 readingTotal 40 minutes

Suggested readings for Module 340 minutes

1 assignment

Module 3 Practice Quiz0 minutes

1 discussion promptTotal 10 minutes

Sponsorship & Advertising10 minutes

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.

What's included

5 videos2 readings1 assignment1 peer review1 discussion prompt

5 videosTotal 36 minutes

Interview with Tim Mead, Vice President of Communications, Los Angeles Angels Baseball Club6 minutes
Communication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications16 minutes
Public Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program6 minutes
Press Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program7 minutes
Press Release Peer Review Overview2 minutes

2 readingsTotal 66 minutes

Suggested readings for Module 460 minutes
Press Release Examples6 minutes

1 assignmentTotal 2 minutes

Module 4 Practice Quiz2 minutes

1 peer reviewTotal 120 minutes

Sports Event Press Release120 minutes

1 discussion promptTotal 10 minutes

Sports News & Stories10 minutes

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.

What's included

6 videos1 reading1 assignment1 discussion prompt

6 videosTotal 46 minutes

Social Media8 minutes
Crisis Communication: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program6 minutes
Crisis Communication and Social Media: J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications4 minutes
Hud Englehart on Public Relations and Sports Communications11 minutes
Hud Englehart on Crisis Communication13 minutes
Storytelling and Content Creation: Marc Zarefsky, Communications Consultant5 minutes

1 readingTotal 90 minutes

Suggest readings for Module 590 minutes

1 assignmentTotal 30 minutes

Module 5 Practice Quiz30 minutes

1 discussion promptTotal 10 minutes

Crisis10 minutes

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.

What's included

6 videos2 readings1 assignment1 peer review1 discussion prompt

6 videosTotal 28 minutes

Why are Fans Loyal?6 minutes
Loyalty Programs and Their Value3 minutes
Loyalty Programs in Sports3 minutes
Sports Agents3 minutes
BONUS VIDEO: Global Sports Diplomacy: Craig LaMay, Associate Professor, Northwestern University Institute for Policy Research10 minutes
Loyalty Program Peer Review Overview1 minute

2 readingsTotal 50 minutes

Suggested readings for Module 640 minutes
Loyalty Programs and Red Sox Nation Example10 minutes

1 assignmentTotal 30 minutes

Module 6 Practice Quiz30 minutes

1 peer reviewTotal 120 minutes

Loyalty Program120 minutes

1 discussion promptTotal 10 minutes

Brand Loyalty10 minutes

Instructor

Instructor ratings

(490 ratings)

Candy Lee

Northwestern University

8 Courses200,418 learners

Offered by

Northwestern University

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Reviewed on Jul 28, 2024

the course has been immensely helpful in giving me insights into the backstage of sports.

Reviewed on Mar 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!

Reviewed on Apr 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.

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