About this Course
4.7
122 ratings
24 reviews
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 5 hours to complete

Suggested: 3 weeks of study, 2-3 hours/week...
Available languages

English

Subtitles: English, Spanish, Chinese (Simplified)

Skills you will gain

Sports MarketingMarketing By MediumMarketingEducational Entertainment
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 5 hours to complete

Suggested: 3 weeks of study, 2-3 hours/week...
Available languages

English

Subtitles: English, Spanish, Chinese (Simplified)

Syllabus - What you will learn from this course

Week
1
Hours to complete
3 hours to complete

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. ...
Reading
11 videos (Total 93 min), 5 readings, 2 quizzes
Video11 videos
1.1 Introduction to Course1m
1.2 What is Sports Marketing Part 17m
1.3 What is Sports Marketing Part 27m
1.4 Fan Marketing12m
1.5 Influence Marketing: Sports7m
1.6 Storytelling in Sports Marketing10m
1.7 Sports Sponsorship Part 16m
1.8 Sports Sponsorship Part 29m
1.9 Expert Interview with John Davis, Duke University7m
1.10 Expert Interview with Josh Mora, Full Sail University18m
Reading5 readings
Syllabus10m
Let's Connect on Social Media10m
Slides10m
Recommended Reading on Noon Nopi10m
References10m
Quiz2 practice exercises
Practice Quiz10m
Week 1 Graded Quiz20m
Week
2
Hours to complete
3 hours to complete

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....
Reading
10 videos (Total 93 min), 3 readings, 2 quizzes
Video10 videos
2.2 Show Business Marketing10m
2.3 Creating Creative Content Part 18m
2.4 Creating Creative Content Part 26m
2.5 Virtual Reality and Over the Top Part 16m
2.6 Virtual Reality and Over the Top Part 27m
2.7 Entertainment Branding Part 16m
2.8 Entertainment Branding Part 28m
2.9 Viral Marketing9m
2.10 Expert Interview with Woo Jin Kim, YG Entertainment18m
Reading3 readings
Slides10m
Recommended Reading on Marketing Strategy.10m
References10m
Quiz2 practice exercises
Practice Quiz10m
Week 2 Graded Quiz20m
Week
3
Hours to complete
3 hours to complete

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. ...
Reading
11 videos (Total 91 min), 2 readings, 1 quiz
Video11 videos
3.2 Cross Country Entertainment Part 17m
3.3 Cross Country Entertainment Part 26m
3.4 Cross Industry Sports9m
3.5 Cross Industry Entertainment Part 18m
3.6 Cross Industry Entertainment Part 28m
3.7 Interview with Jörg Dietzel, Audi Part 111m
3.8 Interview with Jörg Dietzel, Audi Part 28m
3.9 Interview with HyeongKeun Kang, adidas Part 18m
3.10 Interview with HyeongKeun Kang, adidas Part 211m
Instructor's Thank You12s
Reading2 readings
Slides10m
References10m
Quiz1 practice exercise
Final Quiz40m
4.7
24 ReviewsChevron Right
Career direction

33%

started a new career after completing these courses
Career Benefit

33%

got a tangible career benefit from this course

Top Reviews

By LLMar 12th 2017

Thank you professor, it really make sense. The lecture structure is very clear and given examples are helpful to get better understanding. Also the interviews are insightful!

By JMJun 17th 2016

Dae Ryun Chang is wonderful! I really enjoyed his videos. It was easy to understand easy to follow and all connected. I really enjoyed this course! Thank you!

Instructor

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

About Yonsei University

Yonsei University was established in 1885 and is the oldest private university in Korea. Yonsei’s main campus is situated minutes away from the economic, political, and cultural centers of Seoul’s metropolitan downtown. Yonsei has 3,500 eminent faculty members who are conducting cutting-edge research across all academic disciplines. There are 18 graduate schools, 22 colleges and 133 subsidiary institutions hosting a selective pool of students from around the world. Yonsei is proud of its history and reputation as a leading institution of higher education and research in Asia....

About the International Marketing & Cross Industry Growth Specialization

This Specialization covers marketing concepts but, more importantly, emphasizes the need by companies and individuals to think openly across international markets and industries for new ideas or expansion. This is summarized as "Cross Country & Cross Industry" Innovation, or CCCI in short. The first two courses will establish the core foundations and then the last three courses will elaborate on major global industry clusters: course 3 on B2B, course 4 on Healthcare and Hospitality, and course 5 on Sports and Entertainment. The capstone will require learners to develop a new product using knowledge learned from at least 2 industries....
International Marketing & Cross Industry Growth

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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