Join the Sports Marketing MOOC and delve into the dynamic world of sports marketing. This course, created by Professor Candy Lee of Northwestern’s Medill School of Journalism and Integrated Marketing Communications, offers a comprehensive exploration of the strategies and challenges involved in sports marketing.
This MOOC provides a valuable foundation in sports marketing, offering practical knowledge and real-world examples to help you excel in this exciting field.
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Explore the world of Sports Marketing through six comprehensive modules. From understanding sports marketing fundamentals to mastering crisis communication and loyalty programs, each module offers valuable insights from industry experts.
Module 1 provides an introduction to sports marketing and explores the challenges and marketing basics applied to sports. Gain valuable insights from interviews with industry leaders such as Chairman, CEO, and President of U.S. Tennis Association and President of Big Ten Network.
Module 2 delves into the differences and similarities of sports marketing with other marketing forms, including service vs. product marketing in sports and event marketing & management. Learn from professionals in the field through insightful interviews.
Module 3 focuses on the value of sponsorship, partnerships, and dynamic ticket pricing. Understand the importance of sponsorship and activation, and gain insights from industry experts through interviews with professionals from organizations such as Florida Citrus Sports and AT&T.
Module 4 covers sports communication, including press releases, media relations, and public relations. Learn from industry professionals through interviews and understand the importance of effective communication in the sports industry.
Module 5 explores sports communication through social media, crisis communication, and celebrity handling. Learn about crisis communication and social media, and gain valuable insights from industry experts through interviews and content creation strategies.
Module 6 delves into fandom and loyalty, exploring the reasons behind fan loyalty and the value of loyalty programs in sports. Gain insights from industry experts and understand the impact of loyalty on sports marketing.
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