Sales in Sport Business from edX

Sports have long been a cornerstone to our society, but only in recent history has the business of sport truly monetized, with an expected value in 2021 of over $500 Billion USD. Ticket sales, corporate partnerships, sports marketing, sponsorships, merchandise, sports media and broadcast rights, product licensing, and other areas of revenue generation allow fans to be a part of the entire experience, both in the stadium and outside of sporting events. This course mainly focuses on professional sports organizations, rather than high school, collegiate and international sports; entrepreneurship; or esports.

This course is taught by professionals from across different areas of the industry, and provides a foundation in the principles and significance of sales and revenue generation in the business of Sport through a mix of theoretical fundamentals and real-world, practical application. It is the second of three online courses in the Sport Management Professional Certificate. The course will touch on ticket sales, corporate sales, and group sales. It will also cover elements of being a sales manager and characteristics of successful sales people in the sports management field. It covers key sales and revenue generation elements such as:

The Sports Sales Process
Relationship-Building
Customer Service
Business Development

Completion of this course will provide learners with the essential skills and critical thinking to become successful sales executives in the field of Sport, and verified track learners are able to complete graded coursework and assessments to earn a verified certificate. Enrollment and completion of all three courses with a passing grade is required to earn the Sport Business Management Professional Certificate.

(This course is not a standalone sport management program, part of a sports management major, or sport management degree program, including an Associate’s or Bachelor’s degree, and currently cannot be transferred for University of Alaska Fairbanks credit hours or accreditation.)

What's inside

Learning objectives

Apply the sales process
Apply data decision making techniques as it relates to sales

Describe and apply commonly used sales tactics, including marketing strategies.
Identify commonly used terms in sales including but not limited to the core sport product, crm, b2b, b2c, sales funnel and objections

Apply the sales process
Apply data decision making techniques as it relates to sales
Describe and apply commonly used sales tactics, including marketing strategies.
Identify commonly used terms in sales including but not limited to the core sport product, crm, b2b, b2c, sales funnel and objections

Syllabus

WEEK 1 - Sales in the landscape of sports

The sport product

Sales staff models

Products & Pricing in Ticket Sales

WEEK 2 - Different types of sales and prospecting

Business to Business Sales

Business to Consumer Sales

Sponsorships & Marketing

Prospecting

WEEK 3 - Guiding customers through the sales funnel

Needs Analysis

Presenting Solutions

Overcoming Objections

Obtaining Commitment

WEEK 4 - Closing the deal and managing the relationship

Retention and Referrals

Communication

CRM (Customer Relationship Management)

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Covers the sales process, a standard in the sports sales industry

Taught by professionals from across different areas of the sport industry

Covers key elements of sales in the sports management field, such as sales tactics and customer service

Completion provides learners with critical thinking to become successful sales executives in the field of Sport

Requires a passing grade on all three courses to earn the Sport Business Management Professional Certificate

Not a standalone sport management program, part of a sports management major, or sport management degree program

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 Sales in Sport Business with these activities:

Review prior knowledge of economics and business

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Reviewing economics and business principles can reinforce concepts and prepare you for the course material.

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Review introductory textbooks on economics and business
Complete practice problems and quizzes on these topics

Review the principles of sales and revenue generation

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Refresh your understanding of the foundational principles of sales and revenue generation in the sports industry.

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Review the course syllabus and lecture materials.
Read industry articles and reports.
Take practice quizzes or exams.

Compile a collection of sales-related resources

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Gather and organize relevant resources, such as articles, videos, and podcasts, to enhance your knowledge of sales techniques and strategies.

Browse courses on Sales Tools

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Identify reputable sources of sales-related information.
Categorize and organize the resources.
Create a system for accessing and reviewing the resources.

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Attend industry events and meet professionals in the sports sales field

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Connect with professionals in the sports sales field to expand your network and gain valuable insights.

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Identify industry events and conferences.
Prepare an elevator pitch.
Attend the events and actively network.
Follow up with connections made.

Follow a tutorial on sales techniques

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Review different sales techniques to enhance your understanding of the sales process.

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Find a reputable source for sales tutorials.
Choose a tutorial that aligns with your learning style.
Follow the tutorial step-by-step.
Practice the techniques you learn.

Attend a peer-led discussion on sales strategies

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Share and discuss sales strategies with peers to gain diverse perspectives and improve your own.

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Find a peer-led discussion group.
Prepare talking points related to sales strategies.
Attend the discussion and actively participate.
Take notes and reflect on the strategies discussed.

Role-play different sales scenarios

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Engage in role-playing to practice and improve your sales skills and ability to overcome objections.

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Identify common sales scenarios.
Develop scripts for different scenarios.
Role-play the scenarios with a partner.
Analyze the role-play and identify areas for improvement.

Develop a sales pitch for a sports product or service

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Create a persuasive sales pitch to effectively present and sell a sports product or service.

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Identify the target customer and their needs.
Research the product or service thoroughly.
Highlight the benefits and features of the product or service.
Develop a compelling sales pitch using persuasive language.
Practice and refine the sales pitch.

Career center

Learners who complete Sales in Sport Business will develop knowledge and skills that may be useful to these careers:

Sales Manager

Sales Managers are business professionals responsible for generating revenue for their companies and driving teams to achieve their sales targets. This course can be a valuable asset to a Sales Manager for many reasons. Firstly, it can help with team management; the course goes over being a sales manager and characteristics of successful salespeople. Secondly, this course can help increase revenue, as it teaches about customer service and business development.

See salaries and explore the career path for Sales Manager

Sales Executive

Sales Executives are responsible for managing and maintaining a portfolio of clients to increase leads and drive sales. This course may be useful for a Sales Executive as it teaches the sales process and relationship-building, which are vital to success in the role.

See salaries and explore the career path for Sales Executive

Business Development Manager

Business Development Managers are in charge of developing strategies that will drive profitable growth for a company. This course is a good choice for a Business Development Manager, as it teaches about relationship-building, customer service, and business development.

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Account Manager

Account Managers are responsible for managing relationships with existing clients to drive sales growth. This course may help an Account Manager in their role as it teaches about customer service and relationship-building.

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Marketing Manager

Marketing Managers are responsible for developing and executing marketing campaigns to promote a company's products or services. This course may be useful for a Marketing Manager as it provides a foundation in sales and revenue generation.

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Sports Agent

Sports Agents are responsible for representing athletes and negotiating contracts on their behalf. This course may help a Sports Agent in their role as it teaches about the sports sales process and relationship-building.

See salaries and explore the career path for Sports Agent

Event Planner

Event Planners are responsible for planning and executing events. This course may provide some useful information to an Event Planner as it teaches about ticket sales and group sales.

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Public relations manager

Public Relations Managers are responsible for managing a company's reputation and building relationships with the media. This course may be useful for a Public Relations Manager as it teaches about relationship-building and communication.

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Customer Success Manager

Customer Success Managers are responsible for ensuring that customers are satisfied with a company's products or services. This course may help a Customer Success Manager in their role as it teaches about customer service and relationship-building.

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Sales Trainer

Sales Trainers are responsible for training and developing sales teams. This course may be useful for a Sales Trainer as it provides a foundation in the sales process and sales techniques.

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Market Research Analyst

Market Research Analysts are responsible for conducting research to understand market trends and customer needs. This course may help a Market Research Analyst in their role as it teaches about data decision making techniques.

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Product Manager

Product Managers are responsible for managing the development and launch of new products or services. This course may provide some useful information to a Product Manager as it teaches about product pricing.

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Business Analyst

Business Analysts are responsible for analyzing business processes and identifying areas for improvement. This course may be useful for a Business Analyst as it teaches about data decision making techniques.

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Consultant

Consultants are responsible for providing advice and guidance to businesses. This course may help a Consultant in their role as it teaches about sales and relationship-building.

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Entrepreneur

Entrepreneurs are responsible for starting and running their own businesses. This course may be useful for an Entrepreneur as it provides a foundation in sales and revenue generation.

See salaries and explore the career path for Entrepreneur