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.
International Entertainment and Sports Marketing
International Entertainment and Sports Marketing
This course is part of International Marketing & Cross Industry Growth Specialization
Instructor: Dae Ryun Chang
17,683 already enrolled
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4.7
(467 reviews)
11 hours to complete
3 weeks at 3 hours a week
Flexible schedule
Learn at your own pace
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Assessments
5 assignments
Taught in English
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This course is part of the International Marketing & Cross Industry Growth Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 3 modules in this course
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
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
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
Instructor
Instructor ratings
4.9 (78 ratings)Offered by
Recommended if you're interested in Marketing
University of London
Yonsei University
Coursera Instructor Network
Queen Mary University of London
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4.7
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Showing 3 of 467
OI
5
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.
AY
5
Reviewed on Nov 28, 2020
Thank you, Professor Rae, from the bottom of my heart! I enjoyed the class.
TI
5
Reviewed on May 25, 2017
great course...clear material...awesome interviews...definitely an eye-opener on the sports and entertainment marketing characteristics
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