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Candy Lee
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:
Read more
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:
Read more
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/1ratmy/sports
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What's inside
Syllabus
What is 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.
Read more
Syllabus
What is 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.
Read more
Sports Marketing: differences and similarities with other marketing
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.
Value: Sponsorship, Partnerships & Dynamic ticket pricing
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.
Sports communication: press releases, media relations, public relations
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.
Sports communication: social media, crisis communication, celebrity handling
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.
Fandom and loyalty
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.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Explores a unique intersection between sports and marketing, which is standard in the sports industry
Delivered by Candy Lee, a renowned professor recognized for her work in sports marketing
Covers key aspects of sports marketing, including ticket pricing, crisis management, and brand positioning
Emphasizes practical applications, such as social media growth and event promotion
Ideal for those seeking to build a career in sports marketing or enhance their skills in the field
Provides insights into the evolving nature of sports marketing, particularly in digital spaces
Save this course
Save Sports Marketing to your list so you can find it easily later:
Save
Save
Reviews summary
Sports marketing practice
Learners say this course offers a broad overview of the sports marketing field. According to students, you can expect to get practical experience through case studies with industry professionals and assignments like writing a loyalty program and press release. The course is well-structured and covers key concepts like branding, sponsorship, marketing campaigns, and social media. Overall, students say the course is informative and engaging, and can help you prepare for a career in sports marketing.
Well-produced videos and supplementary materials make the learning experience enjoyable.
"The course is informative and engaging."
"Excellently delivered course under the able guidance of Ms. Candy Lee."
Assignments allow you to apply concepts and develop skills in writing a press release and loyalty program.
"Assignments like writing a loyalty program and press release."
"I was also excited while doing my first press release and loyalty program ever."
Clear organization and logical progression of topics.
"The course is well-structured and covers key concepts."
"A very well planned short course on the interesting and evolving subject."
Guest speakers and case studies provide real-world examples and insights.
"Get practical experience through case studies with industry professionals."
"Interviews with famous and experienced people in the sports marketing area."
Covers a wide range of sports marketing concepts, including branding, sponsorship, marketing campaigns, and social media.
"This course offers a broad overview of the sports marketing field."
"Covers key concepts like branding, sponsorship, marketing campaigns, and social media."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Sports Marketing with these
activities:
Review high school algebra skills
Show steps
Refresh high school algebra skills on Khan Academy to ensure you have a strong foundation for this course.
Browse courses on
Algebra
Show steps
-
Visit the Khan Academy website
-
Create a free account
-
Navigate to the Algebra section
-
Review concepts as needed
Review marketing fundamentals
Show steps
This will provide a foundation upon which the rest of the coursework can build.
Show steps
-
Read introductory marketing textbooks or articles
-
Review online marketing courses or tutorials
-
Attend workshops or webinars on marketing fundamentals
Learn about social media marketing for sports
Show steps
This will help you understand the importance of social media in sports marketing.
Show steps
-
Follow sports marketing experts on social media
-
Read articles and blog posts about social media marketing for sports
-
Take courses or workshops on social media marketing for sports
Three other activities
Expand to see all activities and additional details
Show all six activities
Ticket Pricing Strategy Practice
Show steps
Apply ticket pricing strategies to real-world scenarios to solidify your understanding.
Show steps
-
Identify different ticket pricing strategies.
-
Analyze factors that influence ticket pricing.
-
Use a pricing model to determine optimal ticket prices.
Crisis Communication Planning Walkthrough
Show steps
Develop a comprehensive crisis communication plan by following a guided tutorial.
Browse courses on
Crisis Management
Show steps
-
Identify potential crisis scenarios.
-
Develop a crisis communication team.
-
Create a crisis communication protocol.
-
Practice and train for crisis situations.
Create a portfolio of your sports marketing work
Show steps
This will help you showcase your skills and experience to potential employers.
Show steps
-
Gather examples of your best work in sports marketing
-
Create a professional portfolio website or online presence
-
Upload your work to your portfolio and organize it in a way that highlights your skills and experience
Review high school algebra skills
Show steps
Refresh high school algebra skills on Khan Academy to ensure you have a strong foundation for this course.
Browse courses on
Algebra
Show steps
Show steps
Show steps
- Visit the Khan Academy website
- Create a free account
- Navigate to the Algebra section
- Review concepts as needed
Review marketing fundamentals
Show steps
This will provide a foundation upon which the rest of the coursework can build.
Show steps
Show steps
Show steps
- Read introductory marketing textbooks or articles
- Review online marketing courses or tutorials
- Attend workshops or webinars on marketing fundamentals
Learn about social media marketing for sports
Show steps
This will help you understand the importance of social media in sports marketing.
Show steps
Show steps
Show steps
- Follow sports marketing experts on social media
- Read articles and blog posts about social media marketing for sports
- Take courses or workshops on social media marketing for sports
Three other activities
Expand to see all activities and additional details
Show all six activities
Ticket Pricing Strategy Practice
Show steps
Apply ticket pricing strategies to real-world scenarios to solidify your understanding.
Show steps
Show steps
Show steps
- Identify different ticket pricing strategies.
- Analyze factors that influence ticket pricing.
- Use a pricing model to determine optimal ticket prices.
Crisis Communication Planning Walkthrough
Show steps
Develop a comprehensive crisis communication plan by following a guided tutorial.
Browse courses on
Crisis Management
Show steps
Show steps
Show steps
- Identify potential crisis scenarios.
- Develop a crisis communication team.
- Create a crisis communication protocol.
- Practice and train for crisis situations.
Create a portfolio of your sports marketing work
Show steps
This will help you showcase your skills and experience to potential employers.
Show steps
Show steps
Show steps
- Gather examples of your best work in sports marketing
- Create a professional portfolio website or online presence
- Upload your work to your portfolio and organize it in a way that highlights your skills and experience
Career center
Learners who complete Sports Marketing will develop knowledge and skills
that may be useful to these careers:
Sports Marketing Manager
Sports Marketing Manager
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Sports Marketing Manager. This course can help to build a foundation for promoting and marketing sporting events and conventions. It can also help with developing sponsorships and using social media to grow a team's follower base.
Event Manager
Event Manager
This course in Sports Marketing from Northwestern may be useful to you if you want to become an Event Manager. This course can help to build a foundation for promoting and marketing sporting events and conventions. It can also help with developing sponsorships and using social media to grow a team's follower base.
Brand Manager
Brand Manager
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Brand Manager. This course can help to build a foundation for understanding how companies recognize the value sports relationships have in positioning and building their brands.
Media Relations Manager
Media Relations Manager
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Media Relations Manager. This course can help to build a foundation for understanding how to handle sports-related public relations. It also touches on event marketing and the value of brand partnerships and sponsorships.
Public relations manager
Public relations manager
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Public Relations Manager. This course can help to build a foundation for understanding how to handle sports-related public relations and crisis communication.
Social Media Manager
Social Media Manager
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Social Media Manager. This course can help to build a foundation for understanding how to use social media to grow a team's follower base and promote sporting events, conferences, and conventions.
Content Manager
Content Manager
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Content Manager. This course can help to build a foundation for understanding how to create and manage content for sports websites and social media channels.
Digital Marketing Manager
Digital Marketing Manager
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Digital Marketing Manager. This course can help to build a foundation for understanding how to use social media and other digital channels to market sports events and teams.
Marketing Manager
Marketing Manager
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Marketing Manager. This course can help to build a foundation for understanding the principles of marketing and how to apply them to the sports industry.
Sports Agent
Sports Agent
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Sports Agent. This course can help to build a foundation for understanding how the sports industry operates and how to negotiate contracts and sponsorships.
Sports Commentator
Sports Commentator
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Sports Commentator. This course can help to build a foundation for understanding the sports industry and how to provide expert commentary on sports events.
Sports Analyst
Sports Analyst
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Sports Analyst. This course can help to build a foundation for understanding the sports industry and how to analyze sports data and trends.
Sports Journalist
Sports Journalist
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Sports Journalist. This course can help to build a foundation for understanding the sports industry and how to write and report on sports-related news.
Sports Broadcaster
Sports Broadcaster
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Sports Broadcaster. This course can help to build a foundation for understanding the sports industry and how to communicate effectively about sports.
Sports Historian
Sports Historian
This course in Sports Marketing from Northwestern may be useful to you if you want to become a Sports Historian. This course can help to build a foundation for understanding the history of sports and how it has evolved over time.
For more career information including salaries, visit:
OpenCourser.com/course/1ratmy/sports
Reading list
We've selected seven books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Sports Marketing.
Save
Provides a comprehensive overview of the global sports marketing industry, covering topics such as sponsorship, media rights, and event management. It would be a valuable resource for students and practitioners alike who are interested in learning more about this dynamic field.
Provides a comprehensive overview of sports management. It covers topics such as event management, finance, and human resources.
Save
Provides a fascinating look at the science behind extraordinary athletic performance, including the role of genetics, environment, and training. It valuable read for students and professionals interested in gaining a deeper understanding of the human body and its potential.
Provides a comprehensive overview of the sociology of sport, including key concepts, trends, and case studies. It valuable resource for students and professionals interested in gaining a deeper understanding of the social and cultural aspects of sports.
Save
Provides a comprehensive overview of the economics of sport, including key concepts, trends, and case studies. It valuable resource for students and professionals interested in gaining a deeper understanding of the economic side of sports.
Save
Provides a managerial perspective on sports marketing. It covers topics such as strategic planning, revenue generation, and customer service.
Provides a comprehensive overview of the relationship between sport and media, including key concepts, trends, and case studies. It valuable resource for students and professionals interested in gaining a deeper understanding of the media's role in shaping sports and the sports experience.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/1ratmy/sports
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Effort
6 weeks of study, 1-2 hours/week
Level
Intermediate
Via
Coursera
Institution
Northwestern University
Instructor
Candy Lee
Language
English
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Good to know
Explores a unique intersection between sports and marketing, which is standard in the sports industry
Delivered by Candy Lee, a renowned professor recognized for her work in sports marketing
Covers key aspects of sports marketing, including ticket pricing, crisis management, and brand positioning
Emphasizes practical applications, such as social media growth and event promotion
Ideal for those seeking to build a career in sports marketing or enhance their skills in the field
Provides insights into the evolving nature of sports marketing, particularly in digital spaces
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