Executive Ed Masterclass

Sport Communication, Marketing, and Governance

March 17, 24, and 31, 2019


This executive program examines successful sport organizations that have developed new audiences and revenues around their engagement with sport and how they use it to penetrate emerging markets such as China, India, and the Middle East. It also explores how media mega-events like the World Cup and the Olympics can be utilized to improve marketing opportunities.

Language of Instruction

This executive course will be delivered in English. 



Sport marketing provides the concepts and methods of marketing brands within the sport environment. This course delves into marketing aspects of brands and showcases how the world of sport and products are of mutual interest to audiences interested in sport.


Candy Lee, a professor at Northwestern’s Medill School teach this course. Lee teaches media leadership, marketing, content strategy, and sport marketing. She has worked in corporate communications at The Washington Post, and United Airlines. She is a graduate of Harvard University and the University of Pennsylvania.


This session will focus the ethical breakdowns in governance rules and legal questions found in the operations of international sport federations. The class will utilize case studies for discussion and debate, which may include the U.S. gymnastics sex abuse scandal, the successful FIFA bribery prosecutions, and Olympic host city bidding.


Mark Conrad, associate professor of law and ethics at Fordham University’s Gabelli School of Business will teach this course. Conrad is the author of “The Business of Sports -- Off the Field, In the Office, On the News,” which has been cited in leading journals as one of the most comprehensive texts on the subject.

This session examines how the sport communications landscape is dramatically changing and how this will affect the sport business and news organizations covering sport in Qatar and the region. The course also addresses important issues for the news media involved in sports and for executives and officials from a variety of organizations that use sports as a platform for promotion, branding, and diplomacy.


Craig L. LaMay, an associate professor at Northwestern University in Qatar and a faculty associate at Northwestern's Institute for Policy Research, will lead this course. Before becoming an academic, LaMay worked as newspaper reporter and his work has appeared in The New York Times, The Wall Street Journal, The Washington Post, Newsweek, Federal Communications Law Journal, and Health Policy, Communications and the Law.


March 17, 24, 31, 2019
9:00 a.m. - 3:00 p.m.


Northwestern University in Qatar
Education City
Campus directions


(50% discount is offered to Northwestern University alumni)

Registration is now open.

Register now