International Entertainment and Sports Marketing Certificate

Yonsei University - 3 WKS

Dae Ryun Chang Professor Marketing

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).

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.

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.

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.

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.

Facebook Social Media Marketing Professional Specialization

📚 Facebook Social Media Marketing Specialization 🕐 7 months UCLA - Anderson School of Managment This six-course program, developed by digital marketing experts at Aptly together with Facebook marketers, includes industry-relevant curriculum designed to prepare you for an entry-level role in social media marketing. After an introduction to digital marketing and the main social media platforms, you’ll learn to establish an online presence, create posts, build a following, and manage your social media accounts. You’ll develop skills in creating and managing advertising campaigns in social media and learn to evaluate the results of your marketing efforts. Most importantly, throughout the program you’ll get to practice your new skills through hands-on projects, the results of which you can showcase through a portfolio of your work. Upon successful completion of the program, you’ll earn both the Coursera and the Facebook Digital Marketing Associate Certificati...

Stanford Introduction to Food and Health - Stanford University Certificate

Stanford Introduction to Food and Health - Stanford University Certificate Around the world, we find ourselves facing global epidemics of obesity, Type 2 Diabetes and other predominantly diet-related diseases. To address these public health crises, we urgently need to explore innovative strategies for promoting healthful eating. There is strong evidence that global increases in the consumption of heavily processed foods, coupled with cultural shifts away from the preparation of food in the home, have contributed to high rates of preventable, chronic disease. In this course, learners will be given the information and practical skills they need to begin optimizing the way they eat. This course will shift the focus away from reductionist discussions about nutrients and move, instead, towards practical discussions about real food and the environment in which we consume it. By the end of this course, learners should have the tools they need to distinguish between foods that will support the...

Introduction to Web Development Certificate

📖 I ntroduction to Web Development Certificate Daniel Randall Web Dev. Instructor University of California Davis 🕐 6 wks Completed by Dawid F. Prestini April 14, 2021 6 weeks of study Grade Achieved: 82.92% Certifies their successful completion of Introduction to Web Development This course is designed to start you on a path toward future studies in web development and design, no matter how little experience or technical knowledge you currently have. The web is a very big place, and if you are the typical internet user, you probably visit several websites every day, whether for business, entertainment or education. But have you ever wondered how these websites actually work? How are they built? How do browsers, computers, and mobile devices interact with the web? What skills are necessary to build a website? With almost 1 billion websites now on the internet, the answers to these questions could be your first step toward a better understanding of th...

Dawid F. Prestini

Search This Blog