Sports Marketing

Whether you are passionate about sports and interested in starting a career in sports marketing, or are looking to upgrade your marketing toolkit or your job with new experiences, this course will have you covered. This Sports Marketing MOOC is taught by Medill Professor Candy Lee.

In this MOOC, you will focus on the business side of sports while highlighting vital marketing concepts through the lens of sports and entertainment.

Sports marketing is nuanced, covering areas such as ticket pricing strategies for losing teams and how soft drink, sneaker, and apparel providers use athletes to reach their audience. You will investigate how companies use sports to enhance brands. You will also explore a wide range of topics that cover aspects of marketing applicable to a number of fields and brands, including service and product marketing, promotion, event marketing and sponsorship.

A great deal of focus will be given to sports communication. You will not only hone traditional skills such as press release writing but also delve into aspects of celebrity, social media and crisis communication in sports.

By the end of this MOOC, you will have gained significant knowledge in the wide world of sports marketing, building on foundational tools while growing your own loyalty plans and sports insights along the way.