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Dae Ryun Chang
This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week.
People who successfully complete this course will obtain the following outcomes:
Read more
This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week.
People who successfully complete this course will obtain the following outcomes:
Read more
This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week.
People who successfully complete this course will obtain the following outcomes:
(1) You will learn the key characteristics of sports marketing.
(2) You will learn the key characteristics of entertainment marketing.
(3) You will be able to apply cross country growth strategies to your business in the sports and entertainment industry.
(4) You will be able to apply cross industry growth strategies to your business in the sports and entertainment industry”.
(5) You will be able to reference CCCI, i.e. cross-country and cross-industry Innovation best practices via interviews with key experts in the sports and entertainment industry such as from adidas, Audi, and YG Entertainment (home to Psy and Gangnam Style).
Register for this course and see more details by visiting:
OpenCourser.com/course/rol3ek/international
What's inside
Syllabus
Sports Marketing
During Week 1, learners will discover how to conceptualize Sports Marketing in two different ways. Sports Marketing is not only the marketing of sports but also the marketing via sports. This definition explains in clear terms how sports itself can be marketed but also how sports can be used to market other industries. Learners will then, via many examples, identify the prototypical and differentiating characteristics of sports marketing such as Fan Marketing, Influence Marketing, Storytelling in Sports, and Sports Sponsorship. In this module you can activate sports marketing via lessons from experts from Professor John Davis at Duke, CE and Josh Mora, Sports Marketing and Media Program Director at Full Sail University.
Read more
Syllabus
Sports Marketing
During Week 1, learners will discover how to conceptualize Sports Marketing in two different ways. Sports Marketing is not only the marketing of sports but also the marketing via sports. This definition explains in clear terms how sports itself can be marketed but also how sports can be used to market other industries. Learners will then, via many examples, identify the prototypical and differentiating characteristics of sports marketing such as Fan Marketing, Influence Marketing, Storytelling in Sports, and Sports Sponsorship. In this module you can activate sports marketing via lessons from experts from Professor John Davis at Duke, CE and Josh Mora, Sports Marketing and Media Program Director at Full Sail University.
Read more
Entertainment Marketing
During Week 2, learners will conceptualize the basic definition of Entertainment Marketing. Entertainment Marketing, as with sports, is not only the marketing of entertainment properties but also marketing via entertainment characteristics. Therefore here too learners will discover that entertainment itself can be marketed but also that other industries can benefit by employing entertainment characteristics or as a medium. Learners will then identify the many of differentiating and trending characteristics of entertainment such as Show Business Marketing, Creating Creative Content, Virtual Reality and Over the Top TV, Entertainment Branding (Placement) and Digital Viral Marketing. In this module you will learn how to apply the wisdom and expertise of Woo Jin Kim, the manager of Psy at YG Entertainment, to your own viral marketing campaigns.
Cross Country & Cross Industry Innovation in Sports and Entertainment Marketing
In Week 3 learners will be instructed on how companies can seek growth opportunities by cross-country and cross-industry innovation using both sports or entertainment. For both sports and entertainment, they can be the source or the beneficiary of innovation ideas. We frame this as innovation exporting or innovation importing whether it is at the cross-industry level or the cross-industry level, hence CCCI. Learners interested in activating sports and entertainment in a cross country or cross industry manner can adopt the various strategies covered in the interviews with Jörg Dietzel at Audi and HyeongKeun Kang at adidas.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Teaches cross-country and cross-industry innovation in sports and entertainment marketing
Designed for learners seeking growth opportunities in sports and entertainment marketing
Provides real-world examples and case studies from experts in the field
Includes graded quizzes to assess understanding
Requires learners to have a basic understanding of marketing concepts
Course duration is not specified
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Reviews summary
Well-received entertainment and sports marketing
Learners say this course on International Entertainment and Sports Marketing is well received. The engaging assignments and knowledgeable instructor make this an excellent choice for those interested in the field. Learners remark that the interviews with industry experts and practical examples helped them gain valuable insights into the world of sports and entertainment marketing.
Learners believe the knowledge gained from this course will be valuable in their careers.
"I think it was very useful for myself and hope that these knowledge will help me in my future"
"The concepts are clear but lack of practical assignments means it can be forgotten easily."
"The study of Sports & Entertainment Marketing was really an eye opener"
Learners find the explanations of marketing concepts to be clear and easy to understand.
"Better Understanding of Marketing in entertainment and Sport."
"Content is so clear to understand and so interesting."
"It was useful and engaging."
Learners appreciate the practical examples and information provided.
"This course collects a sum of practical marketing information explained with lots of easy-to-understand examples"
"very nice narration and teaching. "
"Excellent course. Very motivational and authentic Professor."
Learners praise the instructor's expertise and enthusiasm.
"Great, engaging teacher with whom I have learnt extremely interesting sports and entertainment marketing principles."
"The instructor had a lot of energy and course material was very helpful."
"Professor Chang provided a lot of insightful knowledge"
Interviews with experts in entertainment and sports provide valuable insights.
"The interviews with Audi and Adidas Executives very instructive!"
"The interviews were a gold mine."
"The experts provide great insights"
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 International Entertainment and Sports Marketing with these
activities:
Attend a Networking Event for Sports and Entertainment Professionals
Show steps
Attending a networking event will help you connect with other professionals in the sports and entertainment industry
Browse courses on
Networking
Show steps
-
Research networking events in your area
-
Register for an event
-
Attend the event and network with other professionals
-
Follow up with the people you met
Read 'Cross-Cultural Marketing: A Global Perspective'
Show steps
This book will give you a well rounded understanding of how to market to different cultures
View
International Marketing, 18th Edition
on Amazon
Show steps
Learn Cross-Industry Growth Strategies
Show steps
Following these guided tutorials will help you become more confident with developing your own strategies for growth
Show steps
Two other activities
Expand to see all activities and additional details
Show all five activities
Present Your Marketing Plan to a Panel of Experts
Show steps
Presenting your marketing plan to a panel of experts will give you valuable feedback and help you improve your plan
Browse courses on
Marketing Plan
Show steps
-
Prepare your presentation
-
Rehearse your presentation
-
Deliver your presentation
-
Answer questions from the panel
Develop a Cross Country Growth Plan
Show steps
Starting a project will help you see how the process works from beginning to end
Show steps
-
Define your target market
-
Research your competition
-
Develop your marketing strategy
-
Implement your marketing plan
-
Monitor your results
Attend a Networking Event for Sports and Entertainment Professionals
Show steps
Attending a networking event will help you connect with other professionals in the sports and entertainment industry
Browse courses on
Networking
Show steps
Show steps
Show steps
- Research networking events in your area
- Register for an event
- Attend the event and network with other professionals
- Follow up with the people you met
Read 'Cross-Cultural Marketing: A Global Perspective'
Show steps
This book will give you a well rounded understanding of how to market to different cultures
View
International Marketing, 18th Edition
on Amazon
Show steps
Show steps
Show steps
Learn Cross-Industry Growth Strategies
Show steps
Following these guided tutorials will help you become more confident with developing your own strategies for growth
Show steps
Show steps
Show steps
Two other activities
Expand to see all activities and additional details
Show all five activities
Present Your Marketing Plan to a Panel of Experts
Show steps
Presenting your marketing plan to a panel of experts will give you valuable feedback and help you improve your plan
Browse courses on
Marketing Plan
Show steps
Show steps
Show steps
- Prepare your presentation
- Rehearse your presentation
- Deliver your presentation
- Answer questions from the panel
Develop a Cross Country Growth Plan
Show steps
Starting a project will help you see how the process works from beginning to end
Show steps
Show steps
Show steps
- Define your target market
- Research your competition
- Develop your marketing strategy
- Implement your marketing plan
- Monitor your results
Career center
Learners who complete International Entertainment and Sports Marketing will develop knowledge and skills
that may be useful to these careers:
Sports Marketing Manager
Sports Marketing Manager
A Sports Marketing Manager is responsible for developing and executing marketing campaigns for sports teams, athletes, and sporting events. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the principles of sports marketing. You will learn how to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. You will also gain insights into the latest trends in sports marketing, such as the use of social media and data analytics.
Entertainment Marketing Manager
Entertainment Marketing Manager
An Entertainment Marketing Manager is responsible for developing and executing marketing campaigns for entertainment properties, such as movies, television shows, music, and video games. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the principles of entertainment marketing. You will learn how to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. You will also gain insights into the latest trends in entertainment marketing, such as the use of social media and data analytics.
Sports Agent
Sports Agent
A Sports Agent represents athletes and helps them negotiate contracts, endorsements, and other business deals. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the business of sports. You will learn about the different types of contracts that athletes can sign, how to negotiate with teams and sponsors, and how to manage an athlete's career. You will also gain insights into the latest trends in the sports industry, such as the use of data analytics and social media.
Entertainment Lawyer
Entertainment Lawyer
An Entertainment Lawyer specializes in the legal aspects of the entertainment industry. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the legal principles that govern the entertainment industry. You will learn about the different types of contracts that are used in the entertainment industry, how to negotiate with clients and other parties, and how to protect your clients' rights. You will also gain insights into the latest trends in the entertainment industry, such as the use of digital media and social media.
Event Planner
Event Planner
An Event Planner is responsible for planning and executing events, such as conferences, trade shows, and parties. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the principles of event planning. You will learn how to plan and budget for events, how to negotiate with vendors, and how to manage event logistics. You will also gain insights into the latest trends in event planning, such as the use of social media and data analytics.
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for managing the social media presence of a business or organization. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the principles of social media marketing. You will learn how to develop and execute social media strategies, how to create engaging content, and how to measure the results of your efforts. You will also gain insights into the latest trends in social media marketing, such as the use of social media analytics and influencer marketing.
Digital Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager is responsible for developing and executing marketing campaigns using digital channels, such as social media, email, and search engines. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the principles of digital marketing. You will learn how to develop and execute digital marketing campaigns, how to track and measure your results, and how to use social media and other digital channels to reach your target audience.
Business Analyst
Business Analyst
A Business Analyst is responsible for analyzing and understanding the business needs of an organization. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the principles of business analysis. You will learn how to conduct business analysis studies, how to develop and document business requirements, and how to communicate your findings to stakeholders. You will also gain insights into the latest trends in business analysis, such as the use of data analytics and agile development.
Brand Manager
Brand Manager
A Brand Manager is responsible for managing the brand identity of a product or service. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the principles of brand management. You will learn how to develop and execute brand strategies, how to conduct market research, and how to measure the results of your efforts. You will also gain insights into the latest trends in brand management, such as the use of social media and data analytics.
Marketing Consultant
Marketing Consultant
A Marketing Consultant provides marketing advice to businesses and organizations. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the principles of marketing. You will learn how to develop and execute marketing plans, how to conduct market research, and how to measure the results of your efforts. You will also gain insights into the latest trends in marketing, such as the use of social media and data analytics.
Content Marketing Manager
Content Marketing Manager
A Content Marketing Manager is responsible for developing and executing content marketing campaigns. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the principles of content marketing. You will learn how to develop and execute content marketing strategies, how to create engaging content, and how to measure the results of your efforts. You will also gain insights into the latest trends in content marketing, such as the use of content analytics and influencer marketing.
E-commerce Manager
E-commerce Manager
An E-commerce Manager is responsible for managing the online sales of a business or organization. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the principles of e-commerce. You will learn how to develop and execute e-commerce strategies, how to manage an online store, and how to optimize your website for sales. You will also gain insights into the latest trends in e-commerce, such as the use of mobile commerce and social commerce.
Data Analyst
Data Analyst
A Data Analyst is responsible for collecting, analyzing, and interpreting data. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the principles of data analysis. You will learn how to collect and clean data, how to perform statistical analysis, and how to visualize your findings. You will also gain insights into the latest trends in data analysis, such as the use of big data and machine learning.
Product Manager
Product Manager
A Product Manager is responsible for managing the development and launch of new products or services. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the principles of product management. You will learn how to develop and execute product strategies, how to conduct market research, and how to manage the product development process. You will also gain insights into the latest trends in product management, such as the use of agile development and data analytics.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for managing the public image of an organization or individual. This course can help you develop the skills you need to succeed in this role, by providing you with a strong foundation in the principles of public relations. You will learn how to develop and execute public relations campaigns, how to work with the media, and how to manage crises. You will also gain insights into the latest trends in public relations, such as the use of social media and data analytics.
For more career information including salaries, visit:
OpenCourser.com/course/rol3ek/international
Reading list
We've selected 12 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
International Entertainment and Sports Marketing.
Analyzes the importance of experiences in the economy and provides strategies for creating memorable experiences for customers.
Analyzes the rise of surveillance capitalism and its implications for society.
Provides a broad historical and anthropological perspective on the human species, which can provide context for understanding consumer behavior.
Save
Provides strategies for organizations to adapt to the challenges and opportunities of digital content, which is relevant to the course's focus on cross-country and cross-industry innovation.
Examines the technological and economic changes associated with the Fourth Industrial Revolution and provides insights for businesses and policymakers.
Save
Examines the ethical and privacy issues surrounding data collection and use, which is relevant to the course's discussions of customer data and its.
Explains the challenges and opportunities of innovation, with a focus on the disruptive effects of new technologies in established industries.
Provides a critical perspective on the future of the internet and its implications for society.
Provides insight into digital platforms, including their benefits and challenges, which has implications for both sports and entertainment industries.
Save
Examines the impact of the internet on our cognitive abilities and behavior.
Save
Provides insights into the cultural factors that influence business communication across borders.
Save
Provides a vision for the future of the entertainment industry, based on emerging technologies and trends.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/rol3ek/international
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Effort
3 weeks of study, 2-3 hours/week
Via
Coursera
Institution
Yonsei University
Instructor
Dae Ryun Chang
Language
English
Transcripts
Español
Français
Português
Deutsch
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پښتو
آذربایجان دیلی
This course belongs to a
collection
called
International Marketing & Cross Industry Growth . It's comprised of six courses:
- Intro to International Marketing
- International Marketing & Cross Industry Growth Capstone Project
- International Marketing Entry and Execution
- International Hospitality & Healthcare Services Marketing
- International B2B (Business to Business) Marketing
- International Entertainment and Sports Marketing (viewing)
Good to know
Teaches cross-country and cross-industry innovation in sports and entertainment marketing
Designed for learners seeking growth opportunities in sports and entertainment marketing
Provides real-world examples and case studies from experts in the field
Includes graded quizzes to assess understanding
Requires learners to have a basic understanding of marketing concepts
Course duration is not specified
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