International Entertainment and Sports Marketing

About this course: 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).

Created by:  Yonsei University

• Taught by:  Dae Ryun Chang, Professor of Marketing

  School of Business

Basic Info Course 5 of 6 in the International Marketing & Cross Industry Growth Specialization Commitment 3 weeks of study, 2-3 hours/week Language English, Subtitles: Spanish, Chinese (Simplified) How To Pass Pass all graded assignments to complete the course. User Ratings 4.7 stars Average User Rating 4.7See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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Yonsei University 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.

Syllabus


WEEK 1


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 videos, 5 readings, 1 practice quiz expand

1. Reading: Syllabus
2. Reading: Let's Connect on Social Media
3. Reading: Slides
4. Reading: Recommended Reading on Noon Nopi
5. Video: Introduction to Specialization
6. Video: 1.1 Introduction to Course
7. Video: 1.2 What is Sports Marketing Part 1
8. Video: 1.3 What is Sports Marketing Part 2
9. Discussion Prompt: Sports Marketing versus other Marketing Industries
10. Video: 1.4 Fan Marketing
11. Discussion Prompt: Are you a Fan?
12. Video: 1.5 Influence Marketing: Sports
13. Discussion Prompt: Product Endorsement Strategy
14. Video: 1.6 Storytelling in Sports Marketing
15. Discussion Prompt: Great Sports Stories
16. Video: 1.7 Sports Sponsorship Part 1
17. Video: 1.8 Sports Sponsorship Part 2
18. Discussion Prompt: Sports Sponsorship Successes and Failures
19. Video: 1.9 Expert Interview with John Davis, Duke University
20. Video: 1.10 Expert Interview with Josh Mora, Full Sail University
21. Reading: References
22. Practice Quiz: Practice Quiz

Graded: Week 1 Graded Quiz

WEEK 2


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 videos, 3 readings, 1 practice quiz expand

1. Reading: Slides
2. Reading: Recommended Reading on Marketing Strategy.
3. Video: 2.1 What is Entertainment Marketing?
4. Discussion Prompt: Personal Entertainment Experience
5. Video: 2.2 Show Business Marketing
6. Discussion Prompt: Show Business in Other Businesses
7. Video: 2.3 Creating Creative Content Part 1
8. Video: 2.4 Creating Creative Content Part 2
9. Discussion Prompt: Personal Creative Concept Project
10. Video: 2.5 Virtual Reality and Over the Top Part 1
11. Video: 2.6 Virtual Reality and Over the Top Part 2
12. Discussion Prompt: Virtual Reality
13. Video: 2.7 Entertainment Branding Part 1
14. Video: 2.8 Entertainment Branding Part 2
15. Discussion Prompt: Product Placement
16. Video: 2.9 Viral Marketing
17. Discussion Prompt: Dangers of Viral Marketing
18. Video: 2.10 Expert Interview with Woo Jin Kim, YG Entertainment
19. Reading: References
20. Practice Quiz: Practice Quiz

Graded: Week 2 Graded Quiz

WEEK 3


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 videos, 2 readings expand

1. Reading: Slides
2. Video: 3.1 Cross Country Sports
3. Discussion Prompt: Sport with Potential Cross-Country Appeal
4. Video: 3.2 Cross Country Entertainment Part 1
5. Video: 3.3 Cross Country Entertainment Part 2
6. Discussion Prompt: Entertainment Content with Potential Cross-Country Appeal
7. Video: 3.4 Cross Industry Sports
8. Discussion Prompt: Cross Industry Sports Importing and Exporting Potential
9. Video: 3.5 Cross Industry Entertainment Part 1
10. Video: 3.6 Cross Industry Entertainment Part 2
11. Discussion Prompt: Cross Industry Entertainment Importing and Exporting Potential
12. Video: 3.7 Interview with Jörg Dietzel, Audi Part 1
13. Video: 3.8 Interview with Jörg Dietzel, Audi Part 2
14. Video: 3.9 Interview with HyeongKeun Kang, adidas Part 1
15. Video: 3.10 Interview with HyeongKeun Kang, adidas Part 2
16. Video: Instructor's Thank You
17. Reading: References

Graded: Final Quiz