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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/sports-marketing
课程评论：没有评论
课程名称：体育营销 课程概述：当今，体育营销人才需求旺盛。组织希望借助你的专业知识来增强和扩大客户基础，运动队希望扩大其粉丝基础，吸引新赞助商，建立与现有赞助商的强大合作关系，并举办粉丝大会及其他活动。此外，众多企业认识到体育关系在品牌定位和建设中的重要价值。本课程将涵盖以下内容： - 门票定价策略 - 体育事件中的危机如何发生 - 各类企业如何利用体育提升和定位其品牌 - 如何推广和营销体育活动 - 如何开展赞助合作 - 如何利用社交媒体增加团队粉丝基础，并推广体育活动、会议和大会 该课程由西北大学梅迪尔学院的坎迪·李教授创建，并邀请了多位体育营销领域的专家参与授课。 课程大纲： 1. 什么是体育营销？ 本模块将介绍体育特定的营销策略和趋势，并提供体育营销的广泛概述，以及其组成部分的拆解。 2. 体育营销与其他营销的异同 理解服务和产品营销的区别，以及体育营销与这两者之间的重叠，并探讨事件营销的世界。 3. 价值：赞助、合作伙伴关系与动态票价 探讨如何在品牌和赞助合作中获得价值，包括许可和动态票价的潜在价值。 4. 体育传播：新闻稿、媒体关系、公关 涵盖体育营销中的主要传播领域，突出体育特定的公关趋势，并提供有效新闻稿的撰写技巧。 5. 体育传播：社交媒体、危机沟通、名人处理 深入探讨体育相关的公关和危机沟通，包括社交媒体和名人处理的策略。 6. 粉丝和忠诚度 本课程最后将探讨粉丝和忠诚度的概念，并简要介绍体育经纪人的角色，以及全球体育外交的未来展望。 此课程旨在帮助学员掌握体育营销的核心技能，以满足当前市场的需求。
Name:What is sports marketing?
Description:Welcome to the first module of Sports Marketing. This course showcases sports-specific marketing strategies and trends. In subsequent modules, we will discuss how sports marketing is both similar and different from other kinds of marketing, but to start our course, we’ll provide a broad overview of the differing aspects of sports marketing and will also break down the components of sports marketing as a concept.
Name:Sports Marketing: differences and similarities with other marketing
Description:In Module 2, we will examine the difference between service and product marketing and why sports marketing has some overlap with both of these areas. We will also explore the world of event marketing.
Name:Value: Sponsorship, Partnerships & Dynamic ticket pricing
Description:This module will explore how to gain value in brand and sponsorship partnerships. Licensing and dynamic ticket pricing, and the potential value of both will also be touched on.
Name:Sports communication: press releases, media relations, public relations
Description:This module will cover the primary areas of communication in sports marketing. Sports-specific trends in public relations will be highlighted, along with specific examples. This module will also include a thorough overview of how to draft an effective press release.
Name:Sports communication: social media, crisis communication, celebrity handling
Description:This module will continue the focus on sports communication, with a deep dive into sports-related pubic relations and crisis communication. Issues and strategies surrounding social media and celebrity handling will also come into focus.
Name:Fandom and loyalty
Description:Where would professional sports be without fandom and loyalty? We close this course we an exploration of the these concepts that make up the bedrock of professional sports and sports marketing. We will also touch on the topic of sports agents and take a look to the future with a video highlighting global sports diplomacy.
Today, there is demand for people skilled in Sports Marketing. Organizations want your expertise to strength and grow customer bases and teams want to enlarge their fan base, attract new sponsors to their sport, build strong programs with existing sponsors, and run their fan conventions and other events. In addition, a wide range of companies recognize the value sports relationships have in positioning and building their brands. In this Sports Marketing MOOC, you will learn: — Ticket pricing strategies — How a crisis might happen in sport — How all types of companies are using sports to enhance and position their brands — How to promote and market a sporting event — How to develop sponsorships — How to use social media to grow your team’s follower base and promote your sporting events, conferences and conventions The Sports Marketing MOOC was created by Professor Candy Lee of Northwestern’s Medill School of Journalism and Integrated Marketing Communications. She is joined by experts in the many specialty topics important to Sports Marketing.
