Sports Marketing (non UWL students)
Class
Lessons
Here is the class outline:
Recorded ClassesIn this section you can find the link to the recorded classes. 1 section
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Assessment 1 - Midterm Exam2 sections
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Assessment 2 - Sports Marketing Plan4 sections
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Formative Assessment 1 - Perceptual Mapping and BCG2 sections
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Formative Assessment 2 - 4P's1 section
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Formative Assessment 3 - 4P's (2)1 section
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Formativ Assessment 4 - E-Marketing1 section
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Assessment 1 Resit2 sections
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Week 1 - Introduction to Sports Marketing
30 Sep
In this week we will go through the overall module details, talk about summative and formative assessments, and the importance and context of the Sports Marketing and Promotion concepts that will be taught during the semester. Also an introduction in basic concepts will take place in this first week. 3 sections
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Week 2 - Sports Marketing target, positioning and audience
7 Oct
In this week we will understand better basic concepts of marketing and how they can be translated to the Sports Marketing field. You will be able to identify and develop market segments, target market, and market positioning. 3 sections
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Week 3 - Sports Marketing Strategy and Generic Marketing
14 Oct
In this week you will learn how to develop a perceptual map and the BCG analysis. Those two tools will help you to manage your brand and product portfolio. In the second part of this subject, students will learn about different generic marketing strategies that can be combined to develop their marketing strategy. 5 sections
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Week 4 - Product Strategy for Sports Marketing
21 Oct
In this week you will learn how to manage the important P product and its relationship with the sports marketing strategy. We will go through the components of the product, customer experience, and strategic product decisions. 6 sections
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Week 5 - Price Strategy for Sports Marketing
28 Oct
In week 5 you will learn about the important concept of P price and how to develop different strategies to achieve a good performance on your marketing strategy. 5 sections
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Week 6 - Place Strategy for Sports Marketing
4 Nov
This week you will learn about the important P Place. You will understand the interconnection of the supply chain and the different channels of marketing considering the distribution strategy of different business including sports businesses. 7 sections
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Week 7 - Sports communication: press releases, media relations, public relations
11 Nov
The Sports Communication is part of the P promotion but has specific elements to be addressed considering the sports field. 3 sections
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Week 8 - Sports communication: social media, crisis communication, celebrity handling
18 Nov
In this week we keep with the communication topic considering the social media, celebrities and influencers analysis of the sports marketing. 6 sections
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Week 9 - Connecting with customers – Fan and loyalty
25 Nov
In this week we will understand better how the customers and sports passion can be linked to marketing strategies. 6 sections
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Week 10 - Sponsorship, Partnerships & Dynamic ticket pricing
2 Dec
Strategic alliances are a very important element of Sports Marketing. In this week we will understand how to generate value to customers by creating specific alliances. 2 sections
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Week 11 - Brand Equity Management
9 Dec
Branding is a important action to determine value to the company and to the customers. In the Sports area isn't different and brands must be managed. 3 sections
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Week 12 - E-marketing for Sports Marketing
16 Dec
The use of online techniques to market the business is the new way of doing marketing since the beginning of the informational era. 2 sections
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Week 13 - Marketing research in Sports
23 Dec
The market research helps marketing managers to understand the marketing, the environment, the customers and competitors. It is an important tool to collect data to take decisions. 2 sections
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Week 14 - Corporate Social Responsibility in Sports Marketing
13 Jan
Business must consider the tripod consisting of environment, society and economy to generate a business that is profitable and sustainable. In the sports area we have different techniques to provide it. 4 sections
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In class Exercise December 20211 section
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