このコースについて
2,903 最近の表示

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

約6時間で修了

推奨:3 weeks of study, 2-3 hours/week...

英語

字幕:英語, スペイン語, 中国語(簡体)

習得するスキル

Sports MarketingMarketing By MediumMarketingEducational Entertainment

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

約6時間で修了

推奨:3 weeks of study, 2-3 hours/week...

英語

字幕:英語, スペイン語, 中国語(簡体)

シラバス - 本コースの学習内容

1
3時間で修了

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.

...
11件のビデオ (合計93分), 5 readings, 2 quizzes
11件のビデオ
1.3 What is Sports Marketing Part 27 分
1.4 Fan Marketing12 分
1.5 Influence Marketing: Sports7 分
1.6 Storytelling in Sports Marketing10 分
1.7 Sports Sponsorship Part 16 分
1.8 Sports Sponsorship Part 29 分
1.9 Expert Interview with John Davis, Duke University7 分
1.10 Expert Interview with Josh Mora, Full Sail University18 分
5件の学習用教材
Syllabus10 分
Let's Connect on Social Media10 分
Slides10 分
Recommended Reading on Noon Nopi10 分
References10 分
2の練習問題
Practice Quiz10 分
Week 1 Graded Quiz20 分
2
3時間で修了

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.

...
10件のビデオ (合計93分), 3 readings, 2 quizzes
10件のビデオ
2.4 Creating Creative Content Part 26 分
2.5 Virtual Reality and Over the Top Part 16 分
2.6 Virtual Reality and Over the Top Part 27 分
2.7 Entertainment Branding Part 16 分
2.8 Entertainment Branding Part 28 分
2.9 Viral Marketing9 分
2.10 Expert Interview with Woo Jin Kim, YG Entertainment18 分
3件の学習用教材
Slides10 分
Recommended Reading on Marketing Strategy.10 分
References10 分
2の練習問題
Practice Quiz10 分
Week 2 Graded Quiz20 分
3
3時間で修了

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.

...
11件のビデオ (合計91分), 2 readings, 1 quiz
11件のビデオ
3.4 Cross Industry Sports9 分
3.5 Cross Industry Entertainment Part 18 分
3.6 Cross Industry Entertainment Part 28 分
3.7 Interview with Jörg Dietzel, Audi Part 111 分
3.8 Interview with Jörg Dietzel, Audi Part 28 分
3.9 Interview with HyeongKeun Kang, adidas Part 18 分
3.10 Interview with HyeongKeun Kang, adidas Part 211 分
Instructor's Thank You12
2件の学習用教材
Slides10 分
References10 分
1の練習問題
Final Quiz40 分
4.7
26件のレビューChevron Right

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コース終了後に新しいキャリアをスタートした

29%

コースが具体的なキャリアアップにつながった

International Entertainment and Sports Marketing からの人気レビュー

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!

講師

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

延世大学校(Yonsei University)について

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....

International Marketing & Cross Industry Growth の専門講座について

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

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