Sports Marketing

Sports Marketing

Instructor: Candy Lee

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59,748 already enrolled

6 modules

Gain insight into a topic and learn the fundamentals.

1,509 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.

1,509 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

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

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 videos Total 41 minutes

Welcome to the Course 1 minute
Introduction to the Sports Marketing Course 2 minutes
What is Sports Marketing? 3 minutes
Sports Marketing Challenges 4 minutes
Marketing Basics Applied to Sports Marketing 4 minutes
The Traditional 4 P's: A Meaningful Update for Sports 9 minutes
Interview with Katrina Adams, Chairman, CEO and President, U.S. Tennis Association 5 minutes
Interview with Wally Hayward, CEO, W Partners 5 minutes
Interview with Mark Silverman, President of Big Ten Network 6 minutes
Module 1 Conclusion and Looking Ahead 2 minutes

2 readings Total 20 minutes

What to expect in this course 10 minutes
Suggested readings for Module 1 10 minutes

1 assignment Total 30 minutes

Module 1 Practice Quiz 30 minutes

1 discussion prompt Total 10 minutes

Sports Interactions 10 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 videos Total 28 minutes

Service vs. Product Marketing in Sports 4 minutes
Interview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina Solutions 5 minutes
Interview with Geoffrey Goldman, Senior Director of Communications, Fox Sports Midwest 6 minutes
Interview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA Baseball 6 minutes
Event Marketing & Management 7 minutes

1 reading Total 30 minutes

Suggested readings for Module 2 30 minutes

1 assignment Total 30 minutes

Module 2 Practice Quiz 30 minutes

1 discussion prompt Total 10 minutes

Events 10 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 videos Total 41 minutes

Why Sponsorship? 4 minutes
Sponsorship Rights 3 minutes
Activation: Bringing Sponsorship to Life 4 minutes
Interview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus Sports 5 minutes
Interview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&T 5 minutes
Mark Finn, Clinical Professor of Accounting, Kellogg School of Management 6 minutes
The Value of Licensing 4 minutes
Dynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern University 10 minutes

1 reading Total 40 minutes

Suggested readings for Module 3 40 minutes

1 assignment

Module 3 Practice Quiz 0 minutes

1 discussion prompt Total 10 minutes

Sponsorship & Advertising 10 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 videos Total 36 minutes

Interview with Tim Mead, Vice President of Communications, Los Angeles Angels Baseball Club 6 minutes
Communication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications 16 minutes
Public Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program 6 minutes
Press Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program 7 minutes
Press Release Peer Review Overview 2 minutes

2 readings Total 66 minutes

Suggested readings for Module 4 60 minutes
Press Release Examples 6 minutes

1 assignment Total 2 minutes

Module 4 Practice Quiz 2 minutes

1 peer review Total 120 minutes

Sports Event Press Release 120 minutes

1 discussion prompt Total 10 minutes

Sports News & Stories 10 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 videos Total 46 minutes

Social Media 8 minutes
Crisis Communication: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program 6 minutes
Crisis Communication and Social Media: J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications 4 minutes
Hud Englehart on Public Relations and Sports Communications 11 minutes
Hud Englehart on Crisis Communication 13 minutes
Storytelling and Content Creation: Marc Zarefsky, Communications Consultant 5 minutes

1 reading Total 90 minutes

Suggest readings for Module 5 90 minutes

1 assignment Total 30 minutes

Module 5 Practice Quiz 30 minutes

1 discussion prompt Total 10 minutes

Crisis 10 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 videos Total 28 minutes

Why are Fans Loyal? 6 minutes
Loyalty Programs and Their Value 3 minutes
Loyalty Programs in Sports 3 minutes
Sports Agents 3 minutes
BONUS VIDEO: Global Sports Diplomacy: Craig LaMay, Associate Professor, Northwestern University Institute for Policy Research 10 minutes
Loyalty Program Peer Review Overview 1 minute

2 readings Total 50 minutes

Suggested readings for Module 6 40 minutes
Loyalty Programs and Red Sox Nation Example 10 minutes

1 assignment Total 30 minutes

Module 6 Practice Quiz 30 minutes

1 peer review Total 120 minutes

Loyalty Program 120 minutes

1 discussion prompt Total 10 minutes

Brand Loyalty 10 minutes

Instructor

Instructor ratings

(490 ratings)

Candy Lee

Northwestern University

8 Courses 197,302 learners

Offered by

Northwestern University

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Reviewed on Nov 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.

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.

Reviewed on Jul 28, 2024

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

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