This masterclass will provide a comprehensive overview of the challenges and opportunities in sport marketing, a field where audiences are many and varied, and nuance is important.
Sport marketing can be viewed from the vantage point of an individual athlete, a sport team or a league, a packaged goods company, a technology giant, a retailer or a major service provider. While at one level sport marketing may mean how a team markets itself, at another it may mean how a soft drink company uses a team to reach its audience, or how an insurance company views its sponsorship of a tournament, or what a car company thinks about when it seeks a celebrity endorsement.
Sport marketing runs the spectrum from crisis communication on a social issue connected to a celebrity behaving badly to how to price the tickets for a team having a losing season. It includes issues such as the acquisition and retention of fans, event execution, crisis interventions, sponsorship and partnerships, ticket pricing, social media and digital innovation, tie-ins between teams and retail, and understanding the business of sport.
The course also considers traditional areas of marketing through the lens of sport and entertainment focus, and will include video interviews, examples, case studies, and discussion activities.
Candy Lee, Professor, Medill School of Journalism and Integrated Marketing Communications, Northwestern University
Candy Lee is a professor at Medill, teaching in journalism and integrated marketing communications. Previously she was vice president of marketing at The Washington Post, overseeing multiple functions, from marketing to research, and originating innovative programs. Lee is a graduate of Harvard University, and holds a doctorate in organizational leadership from the University of Pennsylvania.
Saturday, February 24, 2018
Room Location TBA
Northwestern University in Qatar
To attend this masterclass, students must hold a bachelor's degree and have at least 2-3 years of professional experience.
Students who attend all three masterclasses in the Changing Business of Sport and Sport Communication executive education series will receive a certificate. View all masterclasses.
USD $500 per class; USD $1,350 for all three masterclasses
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