Enroll Course: https://www.coursera.org/learn/international-entertainment-sports-marketing
In today’s interconnected world, the lines between sports, entertainment, and global business are increasingly blurred. If you’re looking to understand how these dynamic industries leverage marketing for international success, Coursera’s ‘International Entertainment and Sports Marketing’ course is an absolute must-take. This comprehensive program offers a foundational understanding of the unique characteristics and strategic marketing approaches essential for thriving in these competitive global markets.
The course masterfully breaks down the complexities of marketing within both sports and entertainment. In the initial weeks, you’ll delve into the dual nature of sports marketing: not only the marketing *of* sports but also the powerful marketing *through* sports. Through engaging examples and insights from industry experts like Professor John Davis at Duke and Josh Mora at Full Sail University, you’ll grasp key concepts such as fan marketing, influence marketing, storytelling, and the intricacies of sports sponsorship.
Moving into entertainment marketing, the course mirrors this insightful approach. You’ll explore how to market entertainment properties themselves, as well as how to harness entertainment’s appeal for broader marketing objectives. The curriculum highlights trending characteristics like show business marketing, creative content creation, the impact of virtual reality and OTT TV, entertainment branding (placement), and the power of digital viral marketing. The practical advice from Woo Jin Kim, manager of the global sensation Psy, is particularly illuminating for anyone looking to craft viral campaigns.
A standout module is dedicated to ‘Cross Country & Cross Industry Innovation in Sports and Entertainment Marketing.’ This section, framed as CCCI (Cross-Country and Cross-Industry expansion), provides invaluable strategies for growth. You’ll learn how sports and entertainment can act as both sources and beneficiaries of innovation, whether through ‘exporting’ or ‘importing’ ideas across industries or borders. The case studies featuring insights from Jörg Dietzel at Audi and HyeongKeun Kang at adidas offer real-world applications of these growth strategies.
The course structure is designed for effective learning, with a graded quiz in the first two weeks (contributing 50% to your final grade) and a comprehensive final quiz (the remaining 50%). This assessment approach ensures you retain and can apply the knowledge gained.
Whether you’re a student, a marketing professional, or simply a fan curious about the business behind the games and shows you love, ‘International Entertainment and Sports Marketing’ delivers exceptional value. It equips you with the knowledge and strategic thinking necessary to navigate and succeed in the exciting, ever-evolving world of global sports and entertainment marketing. Highly recommended!
Enroll Course: https://www.coursera.org/learn/international-entertainment-sports-marketing