International Entertainment and Sports Marketing

Go to Course: https://www.coursera.org/learn/international-entertainment-sports-marketing

Introduction

### Course Review: International Entertainment and Sports Marketing on Coursera In today’s dynamic global environment, the synergy between sports and entertainment marketing is more pronounced than ever. The course **International Entertainment and Sports Marketing** on Coursera is an excellent opportunity for individuals eager to delve into these two influential industries. With its well-structured modules and practical insights, this course empowers learners with knowledge and strategies essential for thriving in sports and entertainment marketing. #### Overview of the Course The course provides a comprehensive understanding of the characteristics and marketing strategies pertinent to sports and entertainment. It highlights the innovative growth in both fields through Cross-Country and Cross-Industry Innovation (CCCI). As globalization continues to reshape industries, the knowledge gained from this course is incredibly relevant for both budding marketers and seasoned professionals looking to enhance their expertise. #### Syllabus Breakdown 1. **Sports Marketing (Week 1)**: In the inaugural week, participants explore the dual facets of sports marketing: the marketing of sports as products and using sports as a vehicle for promoting other industries. Central themes include Fan Marketing, Influence Marketing, and Storytelling in Sports. With insights from experts like Professor John Davis from Duke University and Josh Mora, Director of Sports Marketing and Media at Full Sail University, learners receive first-hand knowledge and practical examples that underline the critical elements of effective sports marketing. 2. **Entertainment Marketing (Week 2)**: Building upon the previous week, the focus shifts to entertainment marketing. This module introduces concepts that emphasize the marketing of entertainment properties and how other sectors can leverage entertainment strategies for promotion. Participants will learn about current trends such as Show Business Marketing and Digital Viral Marketing, applying insights from Woo Jin Kim, renowned for managing Psy at YG Entertainment. This section is particularly valuable for those looking to innovate and engage audiences with creative content. 3. **Cross-Country & Cross-Industry Innovation (Week 3)**: The final module addresses the importance of CCCI in seeking growth opportunities. Learners will be equipped with strategies to utilize sports and entertainment for innovation. This includes understanding how ideas can be imported or exported across industries and countries. Participants will benefit from interviews with industry leaders like Jörg Dietzel at Audi and HyeongKeun Kang at Adidas, providing a real-world perspective on successful marketing strategies. #### Assessments and Grading The assessment structure includes a graded quiz during the first two weeks, accounting for 50% of the total grade, and a final quiz with 20 questions that also constitutes the remaining 50%. This balanced approach ensures that learners are consistently engaged and can apply their knowledge effectively. #### Recommendations I strongly recommend the **International Entertainment and Sports Marketing** course for professionals seeking to expand their marketing acumen in a globally relevant context. It is particularly suitable for: - Marketing Students and Graduates: For those looking to specialize in sports or entertainment marketing, this course lays a solid foundation. - Industry Professionals: Whether you’re in sports, entertainment, or a related field, the cross-industry insights will help you innovate in your marketing approaches. - Business Strategists: Understanding how to leverage sports and entertainment for broader marketing strategies can provide a significant competitive edge. The course is not only informative but also engaging, thanks to the diverse group of industry experts and the hands-on approach to learning. Overall, it’s a valuable investment in your professional development that promises to enhance your understanding and application of marketing strategies in the modern entertainment and sports landscapes.

Syllabus

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.

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.

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.