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所在平台: Udemy |
课程主页: https://www.udemy.com/course/sports-marketing-tactics/
课程评论：没有评论
课程名称：运动营销：驱动消费意图的策略 课程概述：本课程旨在帮助学员提升运动营销和品牌建设的能力，专注于通过运动营销策略来驱动消费者对运动产品的消费意图。课程材料特别设计用于专业人士和学生，教授如何根据营销和品牌原则促进对不同运动产品的消费意图。该课程已成功传授给数百名大学生和商界人士，内容涵盖了与体育行业相关的多种营销和传播概念。课程将介绍必要的理论和相关应用，帮助实践者学习如何及为何实施特定活动，达到设定目标，提升体育组织的营销表现。 课程内容包括： - 在社交媒体上驱动粉丝参与 - 品牌全球化对观看意图的影响 - 女性体育的消费意图 - 影响者营销与明星运动员 - 非剧本视频系列的使用与满足 - 体育场馆的感官空间及其对观众重返主场比赛的意图 - TikTok视频类别和用户参与行为 尽管本课程旨在提升体育及其他营销专业人士的营销和品牌技能，但任何对通过运动品牌学习新技能感兴趣的人都能从中获得宝贵的知识。在课程结束时，学员将能够： - 激励体育组织的粉丝在社交媒体上参与互动 - 概念化强化联赛全球观看意图的策略，并评估品牌的全球性与本土性 - 评估对女性体育的态度与消费意图，并制定相应的营销和传播策略以提高观众观看女性体育赛事的意愿 - 通过具有强大品牌信誉和亲密互动的运动影响者营销活动鼓励期望的行为 - 基于对运动品牌的非剧本视频内容（如体育纪录片和其他在线视频）的深入分析，激发期望的行为 - 解决和创造影响观众重返主场比赛意图的感官刺激 - 确定并定义运动员的TikTok视频类别，并研究其对参与行为的影响 总之，本课程将为学员在运动营销领域提供实用的工具和策略，帮助他们在日益竞争的市场中脱颖而出。
Build and strengthen your sports marketing and branding skills with this specialised course on sports marketing tactics to drive consumption intentions for sports organisations and brands. The material in this course is designed for professionals and students to learn how to foster consumption intentions towards different sports products through principles of marketing and branding and was successfully taught to hundreds of university students and business professionals. The course includes various sessions that cover relevant marketing and communications concepts in the sports industry. The sessions introduce necessary theories and relevant applications for practitioners to learn how and why to implement specific activities, achieve set goals, and improve their sports organisation's marketing performance.The course covers:Driving fan engagement on social mediaEffect of brand globalness on viewing intentionsWomen's sports and consumption intentionsInfluencer marketing and celebrity athletesUses and gratifications of unscripted video series Sensoryscapes in sports venues and the intention to revisit home gamesTikTok video categories and user engagement behavioursAlthough the course is designed to build and strengthen marketing and branding skills of sports and other marketing professionals, anyone who enjoys learning new skills in the realms of marketing and branding through sports brands will take away valuable learnings. Upon completion of the course, students know how tomotivate fans and followers of a sports organisation to engage with the organisation on social media,conceptualise tactics that strengthen global viewing intention of a league with reference to the assessment of brand globalness and localness,assess attitudes and consumption intentions towards women's sports and derive appropriate marketing and communications tactics to increase the intention to watch a women's sport event,encourage desired behavioural intentions via sports influencer marketing activities that stand on strong brand credibility and parasocial interaction, incite desired behaviours through unscripted videos about a sports brand (i.e. sports documentary series and other online video content) based upon a thorough analysis of uses and gratifications, address and create sensory stimuli that affect spectators' intentions to revisit home games, andidentify and define TikTok video categories for athletes and examine their influence on engagement behaviours.
