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Experience: Enhancing the Fan Journey

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Experience: Enhancing the Fan Journey

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Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace

Build your subject-matter expertise

This course is part of the Smart Stadiums: The Bernabéu Experience Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate

There are 4 modules in this course

Este curso explora cómo la tecnología está transformando la experiencia del aficionado dentro y fuera del estadio. Los participantes analizarán cómo las plataformas digitales, las aplicaciones móviles y las tecnologías inmersivas están cambiando la forma en que los aficionados interactúan con los eventos deportivos antes, durante y después del día de partido. El curso comienza con el concepto del aficionado conectado, abordando estrategias de interacción mobile first, navegación con realidad aumentada y servicios digitales personalizados basados en el comportamiento del usuario.

A continuación, se estudia cómo los servicios dentro del estadio evolucionan mediante tecnologías de hospitalidad inteligente. Entre los temas se incluyen el pedido móvil de comida y bebida, experiencias premium de hospitalidad, sistemas inteligentes de confort y diseño inclusivo que mejora la accesibilidad para todos los aficionados. El curso muestra cómo los datos y la automatización permiten ofrecer servicios más eficientes y una experiencia más fluida. El programa también analiza las experiencias híbridas e inmersivas que combinan la asistencia física con narrativas digitales. Los estudiantes descubrirán cómo el contenido interactivo, el projection mapping y el contenido generado por los aficionados crean entornos dinámicos que amplían la experiencia del evento. Finalmente, el curso explora cómo clubes y recintos monetizan la experiencia del aficionado mediante CRM, programas de fidelización y comercio digital integrado. Al finalizar, los participantes comprenderán cómo la personalización, el engagement digital y las tecnologías inmersivas están redefiniendo la experiencia moderna en los estadios.

Explore how stadium apps, augmented reality, and data driven personalization transform the fan journey into a seamless, location aware digital experience. Through in depth lessons, you will examine super app platforms, geo fencing, AR navigation, and real time personalization engines that reduce friction and deepen engagement. You will also discover how CRM integration, lifecycle engagement, and post event content strategies turn mobile interaction into sustained loyalty, sponsorship value, and long term fan relationships.

What's included

8 videos5 readings3 assignments

8 videos•Total 47 minutes
  • The Super App Revolution: Building the Digital Stadium Gateway•6 minutes
  • Behavioral Intelligence: Geo-Fencing, Push Notifications, and Personalization at Scale•6 minutes
  • AR Navigation Revolution: SLAM Technology and Markerless Wayfinding Systems•5 minutes
  • Sponsored AR Experiences: Branded Filters, Interactive Zones, and Revenue Generation•6 minutes
  • Behavioral Segmentation and Real-Time Personalization Pipelines•6 minutes
  • CRM Integration and Loyalty Program Optimization•6 minutes
  • Event Lifecycle Engagement: Orchestrating the Complete Fan Journey•6 minutes
  • Post-Game Content Personalization and Community Building•6 minutes
5 readings•Total 130 minutes
  • Welcome Reading•10 minutes
  • complimentary ressources on Mobile-First Fan Engagement•30 minutes
  • complimentary ressources on Augmented Reality and Immersive Wayfinding•30 minutes
  • complimentary ressources on Data-Driven Personalisation•30 minutes
  • complimentary ressources on Pre- and Post-Match Engagement•30 minutes
3 assignments•Total 90 minutes
  • The Connected Fan: Mobile, AR and Personalisation•30 minutes
  • The Connected Fan: Mobile, AR and Personalisation•30 minutes
  • The Connected Fan: Mobile, AR and Personalisation•30 minutes

Explore how intelligent hospitality systems and inclusive design transform stadiums into premium, people first environments. Through in depth lessons, you will examine smart ordering, AI driven staffing, virtual concierge services, and modular hospitality models that enhance comfort and operational efficiency. You will also discover how accessibility technologies, environmental controls, and universal design principles create seamless, welcoming experiences for all fans while extending the stadium’s role as a year round destination.

What's included

9 videos4 readings3 assignments1 discussion prompt

9 videos•Total 49 minutes
  • The Smart Ordering Revolution: Transforming Stadium Food & Beverage Service•5 minutes
  • AI-Driven Operations: Predictive Analytics and Dynamic Revenue Optimization•6 minutes
  • Virtual Concierge Revolution: App-Driven Suite Control and Personalized Service•5 minutes
  • Modular Spaces and Dynamic Experiences: Adaptive Hospitality Architecture for Modern Venues•6 minutes
  • Real Madrid – Hospitality and VIP Experiences at the Bernabéu•4 minutes
  • Environmental Intelligence: IoT-Driven HVAC, Lighting, and Occupancy Management•7 minutes
  • Hygiene Revolution: Smart Restrooms, Touchless Technologies, and Sensor-Based Maintenance•6 minutes
  • Assistive Technologies Revolution: Hearing Loops, Audio Narration, and Inclusive Communication Systems•5 minutes
  • Inclusive Navigation and Neurodiverse Support: Smart Wayfinding, Sensory Spaces, and Staff Training Excellence•6 minutes
4 readings•Total 120 minutes
  • complimentary ressources on Smart Ordering and Concession Delivery•30 minutes
  • complimentary ressources on Premium Hospitality Experiences•30 minutes
  • complimentary ressources on Smart comfort and hygiene•30 minutes
  • complimentary ressources on Accessibility and Inclusive Design•30 minutes
3 assignments•Total 90 minutes
  • In-Venue Services: Smart Hospitality, Food and Beverage•30 minutes
  • In-Venue Services: Smart Hospitality, Food and Beverage•30 minutes
  • In-Venue Services: Smart Hospitality, Food and Beverage•30 minutes
1 discussion prompt•Total 10 minutes
  • New Discussion Prompt•10 minutes

Explore how immersive media, real time content, and interactive technologies transform stadiums into live storytelling environments. Through in depth lessons, you will examine digital signage, projection mapping, AR and VR experiences, and hybrid broadcast systems that extend events beyond the venue. You will also discover how fan generated content, social integrations, and multisensory design create emotional connection, global reach, and measurable commercial impact.

What's included

10 videos4 readings3 assignments1 discussion prompt

10 videos•Total 51 minutes
  • The Art of Stadium Visual Narratives: Real-Time Display Systems and Multimedia Synchronization•5 minutes
  • Creating Immersive Brand Experiences: Dynamic Content Strategies and Fan Reaction Integration•6 minutes
  • The Future of Fan Engagement: Streaming Live Matches Through Immersive AR/VR Technologies•5 minutes
  • Monetizing the Virtual Experience: Co-Watching Platforms and Global Brand Activation Strategies•6 minutes
  • Apple & Real Madrid – The Immersive Bernabéu Infinito•4 minutes
  • Transforming Spaces Through Projection Mapping and AR: The Architecture of Digital Storytelling•5 minutes
  • Fan Journey Transformation: From Retail to Seats Through Immersive Pathways and Interactive Media Walls•5 minutes
  • Real Madrid – Inside the New Locker Rooms and Tunnel Experience•5 minutes
  • Activating Fan Creativity: AR Filters, Selfie Points, and the Science of Viral UGC Campaigns•5 minutes
  • From Viral Moments to Revenue Streams: Social Wall Integration and Data-Driven Fan Engagement•5 minutes
4 readings•Total 120 minutes
  • complimentary ressources on Dynamic Visual Storytelling In-Venue•30 minutes
  • complimentary ressources on Hybrid Events and Virtual Attendance•30 minutes
  • complimentary ressources on Immersive Storytelling Zones•30 minutes
  • complimentary ressources on Fan-Generated Content and Social Integration•30 minutes
3 assignments•Total 90 minutes
  • Immersive Media and Hybrid Experiences•30 minutes
  • Immersive Media and Hybrid Experiences•30 minutes
  • Immersive Media and Hybrid Experiences•30 minutes
1 discussion prompt•Total 10 minutes
  • New Discussion Prompt•10 minutes

Explore how fan data, immersive experiences, and intelligent retail systems transform stadiums into powerful engagement and monetisation platforms. Through in depth lessons, you will examine CRM driven personalization, loyalty engines, RFID enabled retail, and AI powered content orchestration that deepen fan relationships. You will also discover how immersive museums, augmented storytelling, and integrated commerce ecosystems extend club identity, drive year round revenue, and turn fan engagement into long term value.

What's included

8 videos4 readings3 assignments1 discussion prompt

8 videos•Total 42 minutes
  • The CRM Revolution: Building Intelligent Fan Profiles for Strategic Engagement•5 minutes
  • Behavioral Triggers and Lifecycle Optimization: Orchestrating Personalized Fan Journeys•5 minutes
  • RFID Revolution: Transforming Stadium Commerce Through Intelligent Inventory and Analytics•5 minutes
  • Brand Extensions and Experience Design: Creating Immersive Retail Environments That Drive Engagement•6 minutes
  • AR/Audio Tour Overlays: Revolutionizing Heritage Experiences Through Digital Storytelling•6 minutes
  • Museum CRM and Cultural Asset Monetization: Building Sustainable Heritage Tourism Through Data-Driven Engagement•5 minutes
  • Point-Based Systems and Gamified Fan Journeys: Building Superfan Loyalty Through Intelligent Engagement•5 minutes
  • Embedded Commerce and Revenue Optimization: Maximizing Fan Lifetime Value Through Strategic Upselling and Behavioral Intelligence•5 minutes
4 readings•Total 120 minutes
  • complimentary ressources on Data-Driven CRM and Segmentation•30 minutes
  • complimentary ressources on Smart Retail and Mobile Commerce•30 minutes
  • complimentary ressources on Stadium Museums and Tours•30 minutes
  • complimentary ressources on Loyalty Programs and Embedded Commerce•30 minutes
3 assignments•Total 90 minutes
  • Monetizing The Experience: CRM, Loyalty and Upselling•30 minutes
  • Monetizing The Experience: CRM, Loyalty and Upselling•30 minutes
  • Monetizing The Experience: CRM, Loyalty and Upselling•30 minutes
1 discussion prompt•Total 10 minutes
  • New Discussion Prompt•10 minutes

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Instructor

Real Madrid Graduate School Universidad Europea
70 Courses•9,577 learners

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