Course Summary
Learn how to apply marketing principles and strategies in the sports industry with this course. Understand the unique challenges and opportunities in sports marketing and how to effectively reach and engage with fans.Key Learning Points
- Explore the various components of sports marketing, including sponsorship and endorsement deals, fan engagement, and media relations.
- Understand the unique challenges and opportunities in sports marketing, such as dealing with athlete scandals or navigating the impact of social media.
- Gain practical skills through case studies and real-world examples from top sports organizations and brands.
Job Positions & Salaries of people who have taken this course might have
- Sports Marketing Manager
- USA: $62,000 - $116,000
- India: INR 5,00,000 - INR 25,00,000
- Spain: €30,000 - €60,000
- Social Media Manager for Sports Teams
- USA: $41,000 - $77,000
- India: INR 3,00,000 - INR 8,00,000
- Spain: €18,000 - €36,000
- Sports Marketing Analyst
- USA: $46,000 - $85,000
- India: INR 3,50,000 - INR 12,00,000
- Spain: €24,000 - €45,000
Related Topics for further study
- Sports Marketing Strategies
- Fan Engagement
- Sponsorship and Endorsement Deals
- Media Relations
- Social Media Impact in Sports
Learning Outcomes
- Apply sports marketing principles and strategies to real-world scenarios
- Develop effective sponsorship and endorsement deals
- Engage and build relationships with fans through various channels
Prerequisites or good to have knowledge before taking this course
- Basic understanding of marketing principles
- Interest in sports industry
Course Difficulty Level
IntermediateCourse Format
- Online
- Self-paced
- Video lectures
- Case studies
Similar Courses
- Sports Sponsorship and Endorsement
- Sports Analytics: Data-Driven Decision Making
Related Education Paths
Notable People in This Field
- Entrepreneur and Digital Marketing Expert
- NBA Legend and Social Activist
Related Books
Description
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:
Outline
- What is sports marketing?
- Welcome to the Course
- Introduction to the Sports Marketing Course
- What is Sports Marketing?
- Sports Marketing Challenges
- Marketing Basics Applied to Sports Marketing
- The Traditional 4 P's: A Meaningful Update for Sports
- Interview with Katrina Adams, Chairman, CEO and President, U.S. Tennis Association
- Interview with Wally Hayward, CEO, W Partners
- Interview with Mark Silverman, President of Big Ten Network
- Module 1 Conclusion and Looking Ahead
- What to expect in this course
- Suggested readings for Module 1
- Module 1 Practice Quiz
- Sports Marketing: differences and similarities with other marketing
- Service vs. Product Marketing in Sports
- Interview with Paulina Leperi, Former Manager of Delivery & Analytics, Nielson Catalina Solutions
- Interview with Geoffrey Goldman, Senior Director of Communications, Fox Sports Midwest
- Interview with Ken Babby, Owner, Akron RubberDucks & Jacksonville Jumbo Shrimp, Minor League Owner, USA Baseball
- Event Marketing & Management
- Suggested readings for Module 2
- Module 2 Practice Quiz
- Value: Sponsorship, Partnerships & Dynamic ticket pricing
- Why Sponsorship?
- Sponsorship Rights
- Activation: Bringing Sponsorship to Life
- Interview with Mark Repchak, Senior Director of Marketing and Media, Florida Citrus Sports
- Interview with Ryan Luckey, Assistant Vice President of Corporate Sponsorship, AT&T
- Mark Finn, Clinical Professor of Accounting, Kellogg School of Management
- The Value of Licensing
- Dynamic Ticket Pricing: Matt Notowidigdo, Associate Professor of Economics, Northwestern University
- Suggested readings for Module 3
- Sports communication: press releases, media relations, public relations
- Interview with Tim Mead, Vice President of Communications, Los Angeles Angels Baseball Club
- Communication and Public Relations in Sports: Interview with J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications
- Public Relations: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program
- Press Releases & Communication Planning: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program
- Press Release Peer Review Overview
- Suggested readings for Module 4
- Press Release Examples
- Module 4 Practice Quiz
- Sports communication: social media, crisis communication, celebrity handling
- Social Media
- Crisis Communication: Nancy Hobar, Senior Lecturer, Medill's Integrated Marketing Communications Graduate Program
- Crisis Communication and Social Media: J.A. Adande, Director of Sports Journalism, Medill School of Journalism, Media, Integrated Marketing Communications
- Hud Englehart on Public Relations and Sports Communications
- Hud Englehart on Crisis Communication
- Storytelling and Content Creation: Marc Zarefsky, Communications Consultant
- Suggest readings for Module 5
- Module 5 Practice Quiz
- Fandom and loyalty
- Why are Fans Loyal?
- Loyalty Programs and Their Value
- Loyalty Programs in Sports
- Sports Agents
- BONUS VIDEO: Global Sports Diplomacy: Craig LaMay, Associate Professor, Northwestern University Institute for Policy Research
- Loyalty Program Peer Review Overview
- Suggested readings for Module 6
- Loyalty Programs and Red Sox Nation Example
- Module 6 Practice Quiz
Summary of User Reviews
This sports marketing course on Coursera has received positive reviews from users. Many found the course to be informative and useful for their career development.Key Aspect Users Liked About This Course
The real-world examples and case studies provided throughout the course were highly appreciated by many users.Pros from User Reviews
- In-depth coverage of various aspects of sports marketing
- Real-world examples and case studies provided
- Well-structured course content
- Engaging and interactive learning experience
Cons from User Reviews
- Some users found the course to be too basic
- Limited interaction with instructors
- Course material may not be relevant for all sports industries
- Some users reported technical difficulties with the platform
- No certificate offered for auditing the course
Candy Lee
4.7 Raiting
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