本課程是国际营销与跨行业发展專項課程專項課程的一部分

4.7
星
424 個評分

Dae Ryun Chang

12,281 人已註冊

提供方

国际营销与跨行业发展專項課程延世大学

課程信息

6,768 次近期查看

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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完成後獲得證書

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第 5 門課程（共 6 門）

国际营销与跨行业发展專項課程

完成時間大約為11 小時

英語（English）

對員工進行熱門技能培訓能否為您的公司帶來益處？

體驗 Coursera 企業版

您將獲得的技能

Sports Marketing
Marketing By Medium
Marketing
Educational Entertainment

可靈活調整截止日期

根據您的日程表重置截止日期。

可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

第 5 門課程（共 6 門）

国际营销与跨行业发展專項課程

完成時間大約為11 小時

英語（English）

對員工進行熱門技能培訓能否為您的公司帶來益處？

體驗 Coursera 企業版

授課教師

授課教師評分

4.86/5 （73 個評分）

Dae Ryun Chang

Professor of Marketing

School of Business

64,802 個學生

7 門課程

提供方

延世大学

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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授課大綱 - 您將從這門課程中學到什麼

內容評分98%（1,349 個評分）

週

週 1

完成時間為 4 小時

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.

完成時間為 4 小時

11 個視頻（總計 93 分鐘）, 5 個閱讀材料, 2 個測驗

11 個視頻

Introduction to Specialization3分鐘

1.1 Introduction to Course1分鐘

1.2 What is Sports Marketing Part 17分鐘

1.3 What is Sports Marketing Part 27分鐘

1.4 Fan Marketing12分鐘

1.5 Influence Marketing: Sports7分鐘

1.6 Storytelling in Sports Marketing10分鐘

1.7 Sports Sponsorship Part 16分鐘

1.8 Sports Sponsorship Part 29分鐘

1.9 Expert Interview with John Davis, Duke University7分鐘

1.10 Expert Interview with Josh Mora, Full Sail University18分鐘

5 個閱讀材料

Syllabus10分鐘

Let's Connect on Social Media10分鐘

Slides10分鐘

Recommended Reading on Noon Nopi10分鐘

References10分鐘

2 個練習

Practice Quiz30分鐘

Week 1 Graded Quiz30分鐘

週

週 2

完成時間為 4 小時

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.

完成時間為 4 小時

10 個視頻（總計 93 分鐘）, 3 個閱讀材料, 2 個測驗

10 個視頻

2.1 What is Entertainment Marketing?10分鐘

2.2 Show Business Marketing10分鐘

2.3 Creating Creative Content Part 18分鐘

2.4 Creating Creative Content Part 26分鐘

2.5 Virtual Reality and Over the Top Part 16分鐘

2.6 Virtual Reality and Over the Top Part 27分鐘

2.7 Entertainment Branding Part 16分鐘

2.8 Entertainment Branding Part 28分鐘

2.9 Viral Marketing9分鐘

2.10 Expert Interview with Woo Jin Kim, YG Entertainment18分鐘

3 個閱讀材料

Slides10分鐘

Recommended Reading on Marketing Strategy.10分鐘

References10分鐘

2 個練習

Practice Quiz30分鐘

Week 2 Graded Quiz30分鐘

週

週 3

完成時間為 3 小時

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.

完成時間為 3 小時

11 個視頻（總計 91 分鐘）, 2 個閱讀材料, 1 個測驗

11 個視頻

3.1 Cross Country Sports10分鐘

3.2 Cross Country Entertainment Part 17分鐘

3.3 Cross Country Entertainment Part 26分鐘

3.4 Cross Industry Sports9分鐘

3.5 Cross Industry Entertainment Part 18分鐘

3.6 Cross Industry Entertainment Part 28分鐘

3.7 Interview with Jörg Dietzel, Audi Part 111分鐘

3.8 Interview with Jörg Dietzel, Audi Part 28分鐘

3.9 Interview with HyeongKeun Kang, adidas Part 18分鐘

3.10 Interview with HyeongKeun Kang, adidas Part 211分鐘

Instructor's Thank You12

2 個閱讀材料

Slides10分鐘

References10分鐘

1 個練習

Final Quiz30分鐘

審閱

4.7

97 條評論

5 stars
78.30%
4 stars
15.56%
3 stars
4%
2 stars
1.17%
1 star
0.94%

來自INTERNATIONAL ENTERTAINMENT AND SPORTS MARKETING的熱門評論

由 ST 提供2020年5月17日

I have gain more insights on Sports & Entertainment marketing. How Cross Country marketing can impact the business and adding more revenue.

由 CA 提供2020年4月28日

One of the most exciting courses I have pursued. The instructor had a lot of energy and course material was very helpful. Two thumbs up!

由 JA 提供2021年2月27日

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

由 E 提供2020年8月14日

I think an actualization of content and examples would be great, but the course is perfect for those who love sports and want to learn more.

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關於国际营销与跨行业发展專項課程

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.

常見問題

我什么时候能够访问课程视频和作业？
讲座和作业的访问权限取决于您的注册类型。如果您以旁听模式参加课程，则可以免费查看大多数课程资料。要访问评分作业并获得证书，您需要在旁听期间或之后购买证书体验。如果看不到旁听选项：
课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
课程可能会改为提供'完整课程，没有证书'。通过此选项，您可以查看所有课程材料、提交所要求的作业，以及获得最终成绩。这也意味着您将无法购买证书体验。
我订阅此专项课程后会得到什么？
您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
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