This course is part of the International Marketing & Cross Industry Growth Specialization

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Dae Ryun Chang

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International Marketing & Cross Industry Growth SpecializationYonsei University

About this Course

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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).

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Course 5 of 6 in the

International Marketing & Cross Industry Growth Specialization

Approx. 11 hours to complete

English

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Skills you will gain

Sports Marketing
Marketing By Medium
Marketing
Educational Entertainment

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 5 of 6 in the

International Marketing & Cross Industry Growth Specialization

Approx. 11 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.86/5 (74 Ratings)

Dae Ryun Chang

Professor of Marketing

School of Business

67,647 Learners

7 Courses

Offered by

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.

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Syllabus - What you will learn from this course

Content Rating98%(1,380 ratings)

Week1

Week 1

4 hours to complete

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.

4 hours to complete

11 videos (Total 93 min), 5 readings, 2 quizzes

11 videos

Introduction to Specialization3m1.1 Introduction to Course1m1.2 What is Sports Marketing Part 17m1.3 What is Sports Marketing Part 27m1.4 Fan Marketing12m1.5 Influence Marketing: Sports7m1.6 Storytelling in Sports Marketing10m1.7 Sports Sponsorship Part 16m1.8 Sports Sponsorship Part 29m1.9 Expert Interview with John Davis, Duke University7m1.10 Expert Interview with Josh Mora, Full Sail University18m

5 readings

Syllabus10mLet's Connect on Social Media10mSlides10mRecommended Reading on Noon Nopi10mReferences10m

2 practice exercises

Practice Quiz30mWeek 1 Graded Quiz30m

Week2

Week 2

4 hours to complete

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.

4 hours to complete

10 videos (Total 93 min), 3 readings, 2 quizzes

10 videos

2.1 What is Entertainment Marketing?10m2.2 Show Business Marketing10m2.3 Creating Creative Content Part 18m2.4 Creating Creative Content Part 26m2.5 Virtual Reality and Over the Top Part 16m2.6 Virtual Reality and Over the Top Part 27m2.7 Entertainment Branding Part 16m2.8 Entertainment Branding Part 28m2.9 Viral Marketing9m2.10 Expert Interview with Woo Jin Kim, YG Entertainment18m

3 readings

Slides10mRecommended Reading on Marketing Strategy.10mReferences10m

2 practice exercises

Practice Quiz30mWeek 2 Graded Quiz30m

Week3

Week 3

3 hours to complete

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.

3 hours to complete

11 videos (Total 91 min), 2 readings, 1 quiz

11 videos

3.1 Cross Country Sports10m3.2 Cross Country Entertainment Part 17m3.3 Cross Country Entertainment Part 26m3.4 Cross Industry Sports9m3.5 Cross Industry Entertainment Part 18m3.6 Cross Industry Entertainment Part 28m3.7 Interview with Jörg Dietzel, Audi Part 111m3.8 Interview with Jörg Dietzel, Audi Part 28m3.9 Interview with HyeongKeun Kang, adidas Part 18m3.10 Interview with HyeongKeun Kang, adidas Part 211mInstructor's Thank You12s

2 readings

Slides10mReferences10m

1 practice exercise

Final Quiz30m

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TOP REVIEWS FROM INTERNATIONAL ENTERTAINMENT AND SPORTS MARKETING

by JAFeb 27, 2021

very engaging and educative course on entertainment and sports marketing......the lecturer demonstrated immense understanding and appreciation of the subject area........

by MNov 28, 2020

Thank you, Professor Rae, from the bottom of my heart! I enjoyed the class.

by JOJul 19, 2021

I loved the course very digestable and interesting! Discussion prompts really challenged me in a fun way.

by ACDec 4, 2020

it was a bit hard, but i liked it, i saw things and learned new stuff about marketing, i field the gaps i have in my marketing knowledge

View all reviews

About the International Marketing & Cross Industry Growth Specialization

This Specialization covers marketing concepts but, more importantly, emphasizes the need by companies and individuals to think openly across international markets and industries for new ideas or expansion. This is summarized as "Cross Country & Cross Industry" Innovation, or CCCI in short. The first two courses will establish the core foundations and then the last three courses will elaborate on major global industry clusters: course 3 on B2B, course 4 on Healthcare and Hospitality, and course 5 on Sports and Entertainment. The capstone will require learners to develop a new product using knowledge learned from at least 2 industries.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

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