International Entertainment and Sports Marketing
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International Entertainment and Sports Marketing
This course is part of International Marketing & Cross Industry Growth Specialization
Instructor: Dae Ryun Chang
22,116 already enrolled
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497 reviews
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5 assignments
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There are 3 modules in this course
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).
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.
What's included
11 videos5 readings2 assignments5 discussion prompts
11 videos•Total 93 minutes
- Introduction to Specialization•4 minutes
- 1.1 Introduction to Course•2 minutes
- 1.2 What is Sports Marketing Part 1•8 minutes
- 1.3 What is Sports Marketing Part 2•8 minutes
- 1.4 Fan Marketing•12 minutes
- 1.5 Influence Marketing: Sports•8 minutes
- 1.6 Storytelling in Sports Marketing•10 minutes
- 1.7 Sports Sponsorship Part 1•7 minutes
- 1.8 Sports Sponsorship Part 2•9 minutes
- 1.9 Expert Interview with John Davis, Duke University•7 minutes
- 1.10 Expert Interview with Josh Mora, Full Sail University•19 minutes
5 readings•Total 50 minutes
- Syllabus•10 minutes
- Let's Connect on Social Media•10 minutes
- Slides•10 minutes
- Recommended Reading on Noon Nopi•10 minutes
- References•10 minutes
2 assignments•Total 60 minutes
- Practice Quiz•30 minutes
- Week 1 Graded Quiz•30 minutes
5 discussion prompts•Total 50 minutes
- Sports Marketing versus other Marketing Industries•10 minutes
- Are you a Fan?•10 minutes
- Product Endorsement Strategy•10 minutes
- Great Sports Stories•10 minutes
- Sports Sponsorship Successes and Failures•10 minutes
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.
What's included
10 videos3 readings2 assignments6 discussion prompts
10 videos•Total 93 minutes
- 2.1 What is Entertainment Marketing?•10 minutes
- 2.2 Show Business Marketing•11 minutes
- 2.3 Creating Creative Content Part 1•9 minutes
- 2.4 Creating Creative Content Part 2•7 minutes
- 2.5 Virtual Reality and Over the Top Part 1•6 minutes
- 2.6 Virtual Reality and Over the Top Part 2•8 minutes
- 2.7 Entertainment Branding Part 1•7 minutes
- 2.8 Entertainment Branding Part 2•9 minutes
- 2.9 Viral Marketing•9 minutes
- 2.10 Expert Interview with Woo Jin Kim, YG Entertainment•18 minutes
3 readings•Total 30 minutes
- Slides•10 minutes
- Recommended Reading on Marketing Strategy.•10 minutes
- References•10 minutes
2 assignments•Total 60 minutes
- Practice Quiz•30 minutes
- Week 2 Graded Quiz•30 minutes
6 discussion prompts•Total 60 minutes
- Personal Entertainment Experience•10 minutes
- Show Business in Other Businesses•10 minutes
- Personal Creative Concept Project•10 minutes
- Virtual Reality•10 minutes
- Product Placement•10 minutes
- Dangers of Viral Marketing•10 minutes
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.
What's included
11 videos2 readings1 assignment4 discussion prompts
11 videos•Total 91 minutes
- 3.1 Cross Country Sports•11 minutes
- 3.2 Cross Country Entertainment Part 1•8 minutes
- 3.3 Cross Country Entertainment Part 2•7 minutes
- 3.4 Cross Industry Sports•10 minutes
- 3.5 Cross Industry Entertainment Part 1•8 minutes
- 3.6 Cross Industry Entertainment Part 2•8 minutes
- 3.7 Interview with Jörg Dietzel, Audi Part 1•11 minutes
- 3.8 Interview with Jörg Dietzel, Audi Part 2•9 minutes
- 3.9 Interview with HyeongKeun Kang, adidas Part 1•8 minutes
- 3.10 Interview with HyeongKeun Kang, adidas Part 2•12 minutes
- Instructor's Thank You•0 minutes
2 readings•Total 20 minutes
- Slides•10 minutes
- References•10 minutes
1 assignment•Total 30 minutes
- Final Quiz•30 minutes
4 discussion prompts•Total 40 minutes
- Sport with Potential Cross-Country Appeal•10 minutes
- Entertainment Content with Potential Cross-Country Appeal•10 minutes
- Cross Industry Sports Importing and Exporting Potential•10 minutes
- Cross Industry Entertainment Importing and Exporting Potential•10 minutes
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Reviewed on Apr 15, 2017
An amazing course to get an overview of the international sports and entertainment industry today.
Reviewed on Jul 3, 2020
It was useful and engaging. Also it made me see the importance of marketing in sports and entertainment marketing on a larger scale.
Reviewed on Sep 26, 2020
I Wish I Could Get a job also, I am trying my best to get one but I don't know how much this certification would be helpful to me
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