An overview of an intermediate-level online course on sports marketing.
Marketing is an ongoing narrative within global commerce, widely recognised as its cornerstone – shaping the way products and services are presented, perceived and embraced by consumers. While fandoms contribute immeasurably to the growth of the professional sports industry, sponsorships are also key drivers of its success. Hence, the contemporary world observes a surge in demand for talent in sports marketing, as it fuels sports consumption. Organisations across diverse sectors now grasp the substantial influence of sports relationships in amplifying brand equity. Northwestern University responds to this demand with a course titled Sports Marketing. The course addresses strategies of ticket pricing, crisis communication, the harnessing of sports in enhancing brand value, promotion and management of sporting events through leveraging social media, and developing sponsorships. It is an intermediate-level course, requiring foundational knowledge of marketing, that aims to equip students with a broad understanding of the intricacies and demands of the sports marketing landscape. By offering practical insights as well as theoretical knowledge on the subject, the course equips learners to explore and contribute effectively to this dynamic field.
Module 1
What is Sports Marketing?
In the introductory module of the course, learners are provided with a definition of ‘sports marketing’ along with sports-specific marketing strategies and trends. The module also provides an overview of the various facets of sports marketing, breaking down its components for clear understanding. Furthermore, it explains how the traditional 4Ps of marketing can be effectively applied to promote sports. Additionally, the module presents interviews with notable professionals, providing valuable insights into the practical aspects of sports marketing.
Duration: 1 hour
Videos: 10
Readings: 2
Quiz: 1
Module 2
Sports Marketing: Differences and Similarities With Other Marketing
The distinctions between service and product marketing, and how the concept of sports marketing intersects with these domains are explored in this module. Learners are also acquainted with the sphere of event marketing. In addition, interviews with prominent professionals in the field of sports marketing facilitate learners’ understanding of the practical applications of service and product promotion in the context of the sports industry. A captivating aspect of this module is the emphasis on the significance of learning about event marketing management.
Duration: 1 hour
Videos: 5
Readings: 1
Quiz: 1
Module 3
Value: Sponsorship, Partnerships & Dynamic Ticket Pricing
This module guides learners through the process of creating value in brand and sponsorship partnerships. The inherent value of licensing and the dynamic pricing of tickets are explored to provide a foundational understanding of these topics. Overall, the module is an exploration of the purpose of sponsorships and its real-world implementation. Similar to preceding modules, this section also includes videos of interviews, with one in particular emphasising the value of licensing.
Duration: 1 hour
Videos: 8
Readings: 1
Quiz: 1
Module 4
Sports Communication: Press Releases, Media Relations, Public Relations
This module introduces learners to the primary aspects of mass communication in sports marketing. It underscores the trend particular to sports in public relations, supported by relevant examples to further simplify understanding of the topic. The module also comprises an extensive overview of the procedure for drafting an effective press release. Within this segment, apart from the interview videos, a distinctive video presentation offers learners a contextual sneak peek into the real world through an overview of press release peer reviews.
Duration: 2 hours
Videos: 5
Readings: 2
Quiz: 1
Module 5
Sports Communication: Social Media, Crisis Communication, Celebrity Handling
The fifth segment of this course sheds light on sports communication, with a concentration on public relations and crisis communication. Additionally, the module also stresses the complexities surrounding the management of social media and celebrities, offering effective strategies to address these challenges. One of the six videos in this module engages learners by including intriguing topics of storytelling and content creation, presented by a communication consultant.
Duration: 2 hours
Videos: 6
Readings: 1
Quiz: 1
Module 6
Fandom and Loyalty
The course ends with a segment demonstrating how the impacts of fandom and loyalty on professional sports are noteworthy. Concentrated topics on loyalty programs and their intrinsic value in sports accelerate the understanding of what makes fans loyal. Learners navigate through the major underlying concepts of professional sports and sports marketing. Subjects concerning sports agents are also covered in this final module. On top of that, a bonus video on Global Sports Democracy is provided to convey a consolidated view of the entire course.
Duration: 2 hours
Videos: 6
Readings: 2
Quiz: 1
