Sports Marketing

Designed for those with some prior marketing experience, this intermediate course explores the core principles and practices of sports marketing. Topics span ticket pricing strategies, sponsorship development, brand and licensing partnerships, event planning and management, public relations, crisis communication, social media, and fan loyalty programmes. It is relevant to anyone looking to build expertise in marketing within sports organisations, clubs, or brands that use sports partnerships to strengthen their market position.

The course is delivered entirely online through Coursera, with a flexible self-paced schedule estimated at around ten hours per week over two weeks. It is made up of six modules featuring video interviews with industry practitioners alongside graded assignments and peer reviews. Created and taught by Professor Candy Lee of Northwestern University's Medill School of Journalism and Integrated Marketing Communications, the course awards a shareable certificate upon completion that can be added to a LinkedIn profile.