About this Course

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Flexible deadlines
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Intermediate Level
Approx. 13 hours to complete
English
Subtitles: English, Portuguese (Brazilian)
Shareable Certificate
Earn a Certificate upon completion
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
English
Subtitles: English, Portuguese (Brazilian)

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Northwestern University

Syllabus - What you will learn from this course

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Week
1

Week 1

1 hour to complete

What is sports marketing?

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
Week
2

Week 2

1 hour to complete

Sports Marketing: differences and similarities with other 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
Week
3

Week 3

1 hour to complete

Value: Sponsorship, Partnerships & Dynamic ticket pricing

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
Week
4

Week 4

4 hours to complete

Sports communication: press releases, media relations, public relations

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

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