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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/international-entertainment-sports-marketing
课程评论：没有评论
课程名称：国际娱乐与体育营销 课程概述：本课程旨在为学习者提供关于体育和娱乐这两个全球行业的基本特征和营销策略的理解。这两个行业的增长得益于它们能够通过跨国和跨行业的扩展进行创新（CCCI）。课程包含两周共10个问题的测验（占总成绩的50%）和第三周的最终测验（包含20个问题，占总成绩的50%）。 成功完成本课程的学习者将获得以下成果： 1. 了解体育营销的关键特征。 2. 了解娱乐营销的关键特征。 3. 能够将跨国增长策略应用于体育和娱乐行业的业务。 4. 能够将跨行业增长策略应用于体育和娱乐行业的业务。 5. 能够通过与体育和娱乐行业关键专家的访谈（如adidas、Audi和YG娱乐的专家）参照CCCI最佳实践。 课程大纲： 第一部分：体育营销 在第一周，学习者将以两种不同的方式理解体育营销的概念。体育营销不仅是体育的营销，也包括通过体育进行营销。通过许多实例，识别体育营销的典型和差异化特征，如粉丝营销、影响力营销、体育故事讲述和体育赞助。 第二部分：娱乐营销 在第二周，学习者将探讨娱乐营销的基本定义。娱乐营销同样不仅是娱乐属性的营销，也包括通过娱乐特征进行营销。学习者将识别娱乐的多种差异化和趋势特征，如商业营销、创造性内容制作、虚拟现实、超网络电视、娱乐品牌（植入）和数字病毒营销。 第三部分：跨国与跨行业创新在体育和娱乐营销中的应用 在第三周，学习者将学习公司如何通过跨国和跨行业的创新寻求增长机遇。无论是体育还是娱乐，均可以作为创新想法的来源或受益者。学习者还将探索与Audi和adidas的专家访谈中涉及的不同策略。
Part: 1
Title:Sports Marketing
Description: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.
Part: 2
Title:Entertainment Marketing
Description: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.
Part: 3
Title:Cross Country & Cross Industry Innovation in Sports and Entertainment Marketing
Description: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.
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).
