1.9 Expert Interview with John Davis, Duke University

Loading...

Из курса от партнера Yonsei University

International Entertainment and Sports Marketing

115 оценки

Yonsei University

International Entertainment and Sports Marketing

115 оценки

Курс 5 из 6 — Specialization International Marketing & Cross Industry Growth

This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week. People who successfully complete this course will obtain the following outcomes: (1) You will learn the key characteristics of sports marketing. (2) You will learn the key characteristics of entertainment marketing. (3) You will be able to apply cross country growth strategies to your business in the sports and entertainment industry. (4) You will be able to apply cross industry growth strategies to your business in the sports and entertainment industry”. (5) You will be able to reference CCCI, i.e. cross-country and cross-industry Innovation best practices via interviews with key experts in the sports and entertainment industry such as from adidas, Audi, and YG Entertainment (home to Psy and Gangnam Style).

Из урока

Sports Marketing

During Week 1, learners will discover how to conceptualize Sports Marketing in two different ways. Sports Marketing is not only the marketing of sports but also the marketing via sports. This definition explains in clear terms how sports itself can be marketed but also how sports can be used to market other industries. Learners will then, via many examples, identify the prototypical and differentiating characteristics of sports marketing such as Fan Marketing, Influence Marketing, Storytelling in Sports, and Sports Sponsorship. In this module you can activate sports marketing via lessons from experts from Professor John Davis at Duke, CE and Josh Mora, Sports Marketing and Media Program Director at Full Sail University.

Introduction to Specialization3:42

1.1 Introduction to Course1:38

1.2 What is Sports Marketing Part 17:49

1.3 What is Sports Marketing Part 27:37

1.4 Fan Marketing12:12

1.5 Influence Marketing: Sports7:41

1.6 Storytelling in Sports Marketing10:24

1.7 Sports Sponsorship Part 16:59

1.8 Sports Sponsorship Part 29:12

1.9 Expert Interview with John Davis, Duke University7:00

1.10 Expert Interview with Josh Mora, Full Sail University18:33

Познакомьтесь с преподавателями

Dae Ryun Chang
Professor of Marketing
School of Business

You talked about Samsung, you talked about Air Asia, and

it's no coincidence that they're big investors in sports marketing.

So, can you tell us why sports marketing is so important in branding?

>> Sure.

>> And why aviation companies value it so much?

>> Sure.

So if you look at the big picture of what a brand is, and you take, for

the assumption that a brand is everything the organization stands for,

what they're trying to then do, any company's trying to do,

is to raise the profile of its brand, meaning the entire organization,

in a way where that it creates positive associations for the marketplace.

>> Right.

>> And there are connectinall execution strategies that we all know as marketers

that you can do and it's the four P's of marketing.

That's not what sports marketing is necessarily trying to take advantage of.

Sports marketing is trying to take advantage of the fact that sports

themselves have carved out and crafted and nurtured a fan base,

which is a much richer and deeper association with their customers.

Their fans are customers that companies would love to have but

they don't often get.

If you think about your classic sports fan, whatever team you follow, whatever

team that I follow, even if they're having a terrible season, we still follow them.

And it may be insane and irrational.

>> There's a loyalty about them.

>> Yeah, it's an irrational loyalty.

[CROSSTALK] Absolutely, and we love that and we go crazy when they lose but

we still follow them passionately.

At that level of the association is what companies are looking for

when they associate with sports, because there's that rabidity that comes with

the sports fan that you don't get with most companies.

>> Right. >> Yeah, there customers are loyal

to a point, until the price is too high or until the quality is different or

until a competitor comes along with something better.

>> Right, right.

>> But, you know, we are not going to follow the competitor team,

even if they have a better team.

>> Right. >> We're going to continue to follow our

best, and so the loyalty to sports is very strong.

Companies like Air Asia and

Samsung want to be associated, Emirates is another one in the Middle East,

because they see the value in that very loyal customer base.

>> Right. >> As reaping long time rewards for them.

And it's not literally in terms of buying more air tickets or buying more

hand phones or anything else, although that is certainly a by-product of this,

it's much more around the associations the brand gets as a result of this.

>> Right. >> You sponsor the Olympics,

you gain as benefit that you're doing something that creates

additional value for the world, right.

It's bringing nations together.

Your company gets associated with that and it can help offset some of the rough edges

that you might have in other challenging parts of your company.

>> That said, sports marketing can be very expensive.

To be TOP sponsor the Olympics？

That is very expensive.

>> It is. >> So, can you get by investing less but

still having sort of the impact through sports?

>> Sure you can.

Yeah, it's a great question in there and you and

I have written before too about that.

About the idea of investing in a small sport or

a small, lesser known athlete in order to boost your brand.

Sports does not have to be an investment of $250 million, like it is for

the Olympics, in order to reap rewards.

Right? So, you can, in many cases,

sponsor your local little league team in the United States,

because you are a local community member and a contributor.

That same model applies.

So, there's no real difference in terms of the gain you'll get, because you're still

associating with what sports brings which is, their sense of community, and

good will, and competition, and all those things are nice lovely associations.

And they are separate from sort of the more crass and

commercial sides of the commercial world.

So absolutely, a small time sport sponsorship works very well.

>> That's really good news if you don't have the money.

>> [LAUGH] Exactly. >> And the sponsor.

>> That's right, or you could even trade out your goods for

>> So what do you think are the challenges

for companies going forward, not only in terms of marketing but also branding?

>> Yeah, the biggest challenges going forward are global in nature.

In other words, it's not just specific to companies here in Asia,

it's companies everywhere face this.

Because of what's happened with technology over the last decade,

the control is out of the hands of organizations, and

the control is in yours and my hands, as consumers.

And that's partly because of social media.

We all know that we can pull up our handset and

we can interact with anybody in the world.

People we haven't met before, but suddenly, their opinion matters to us.

And we can quickly spread our own opinion.

And if that opinion takes off,

it can undermine an otherwise carefully orchestrated campaign.

So the challenge any organizations face, Asian or otherwise is how do we influence

the touch points in our organization, rather than control them?

'because you can't control it.

You cannot control the marketplace.

The moment you try to, the marketplace will react.

>> Right.

>> To that. And it'll

completely sidetrack your efforts to control it.

>> Right, right.

>> So the answer becomes, how do we, instead,

build a much stronger internal branding mechanism in our own organizations?

>> Right. We're going to turn the camera away

from the market toward ourselves.

>> Yeah. >> So that our own employees

have a better sense of what we stand for and how to better represent the company

whenever they're meeting with suppliers or colleagues in other businesses.

Whatever might be, but we need that strong internal brand so

that our external brand is much more influential,

because we know we can't control it at this stage, and I think that's going to be

an ongoing challenge because the genie is now out of the bottle.

The technology is everywhere.

There's even articles these days now about fear of AI overtaking the world and

humans will become an extinct species.

>> Right [LAUGH]. >> Well,

maybe that's a little bit extreme.

>> God forbid.

>> God forbid, exactly.

But I think it does suggest the idea that with technology driving so much of

our marketer's agenda now, we almost have to get back to the days of what it means

to really run an organization in a way where people feel inspired to be there.

because if they feel inspired to be there, then the chances of all the touch points

working together harmoniously is much greater than in a command and

control setting, where people feel like they're being told what to do and/or

having to respond to things that they can't possibly control.

>> And in terms of the engagement of the customer,

that's where sports marketing can be actually very effective.

>> It is! Absolutely!

I mean, you think about the dynamic between sports teams or sports leagues or

even your favorite athlete, and you and I, we can subscribe to anything.

We can subscribe to Yao Ming's latest buzzfeed and

see what he's thinking about and the communities he's serving now and

the things he's doing with his post career success.

And we could do the same thing with David Beckham.

We could do the same thing, you name the athlete.

And that personal connection is something that we all crave, right?

We want to be closer to success, it's almost like our own personal zelig moment.

But it's actually a lovely thing that,

if athletes can find a way to connect more to their markets, it's a great analog for

companies connecting more to their markets.

And that, to me, is where I think this is all going to go ultimately.

It's a much more personal approach to this.

>> Right, yeah.

Okay, thank you so much, JD.

Good to see you.

>> Thank you too.>> Yeah.

Ознакомьтесь с нашим каталогом

Присоединяйтесь бесплатно и получайте персонализированные рекомендации, обновления и предложения.

Coursera делает лучшее в мире образование доступным каждому, предлагая онлайн-курсы от ведущих университетов и организаций.

© Coursera Inc., 2018 Все права защищены.

Загрузить из App Store

Загрузить в Google Play