Coursera

International Entertainment and Sports Marketing (Coursera)

Offered by Yonsei University,
International Entertainment and Sports Marketing (Coursera)

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.

Class Deals by MOOC List - Click here and see Coursera's Active Discounts, Deals, and Promo Codes.

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).

Course 5 of 6 in the International Marketing & Cross Industry Growth Specialization.

Syllabus

WEEK 1
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.

WEEK 2
Entertainment Marketing
During Week 2, learners will conceptualize the basic definition of Entertainment Marketing. Entertainment Marketing, as with sports, is not only the marketing of entertainment properties but also marketing via entertainment characteristics. Therefore here too learners will discover that entertainment itself can be marketed but also that other industries can benefit by employing entertainment characteristics or as a medium. Learners will then identify the many of differentiating and trending characteristics of entertainment such as Show Business Marketing, Creating Creative Content, Virtual Reality and Over the Top TV, Entertainment Branding (Placement) and Digital Viral Marketing. In this module you will learn how to apply the wisdom and expertise of Woo Jin Kim, the manager of Psy at YG Entertainment, to your own viral marketing campaigns.

WEEK 3
Cross Country & Cross Industry Innovation in Sports and Entertainment Marketing
In Week 3 learners will be instructed on how companies can seek growth opportunities by cross-country and cross-industry innovation using both sports or entertainment. For both sports and entertainment, they can be the source or the beneficiary of innovation ideas. We frame this as innovation exporting or innovation importing whether it is at the cross-industry level or the cross-industry level, hence CCCI. Learners interested in activating sports and entertainment in a cross country or cross industry manner can adopt the various strategies covered in the interviews with Jörg Dietzel at Audi and HyeongKeun Kang at adidas.

Go to Class
MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.

Related Courses

Process Mining: Data science in Action (Coursera) Coursera
Eindhoven University of Technology

Process Mining: Data science in Action (Coursera)

Statistics & Data Analysis Data Science

Process mining is the missing link between model-based process analysis and data-oriented analysis techniques. Through concrete data sets and easy to use software the course provides data science knowledge that can be applied directly to analyze and improve processes in a variety of domains. Data science is the profession of the future, because organizations that are unable to use (big) data in a smart way will not survive. It is not sufficient to focus on data storage and data analysis. The data scientist also needs to relate data to process analysis.

Jun 1st 2026
5-12 Weeks
Business Data Mining Data Analysis
Details
Accounting: Principles of Financial Accounting (Coursera) Coursera
IESE Business School

Accounting: Principles of Financial Accounting (Coursera)

Management & Leadership Economics & Finance

Financial Accounting is often called the language of business; it is the language that managers use to communicate the firm's financial and economic information to external parties such as shareholders and creditors. Nobody working in business can afford financial illiteracy. Whether you run your own business, work as a manager or are just starting your career, you want to understand financial information and be able to interact with accountants, controllers, and financial managers. You want to talk business!

Jun 1st 2026
4 Weeks
Finance Business Management
Details
Introduction to Google SEO (Coursera) Coursera
University of California, Davis

Introduction to Google SEO (Coursera)

Management & Leadership Marketing & Communication

Ever wonder how major search engines such as Google, Bing and Yahoo rank your website within their searches? Or how content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users? Welcome to the world of Search Engine Optimization (SEO). This course is the first within the SEO Specialization and it is intended to give you a taste of SEO with some fun practices to get seen in Google.

Jun 1st 2026
4 Weeks
Marketing Algorithms Semantics
Details
Leading Innovation in Arts and Culture (Coursera) Coursera
Vanderbilt University,National Arts Strategies - NAS

Leading Innovation in Arts and Culture (Coursera)

Management & Leadership

Developed by David Owens at Vanderbilt University and customized for the cultural sector with National Arts Strategies, this course will help arts and culture leaders create an environment where new ideas are constantly created, shared, evaluated and the best ones are successfully put to work. One of the toughest challenges for any leader is getting traction for new ideas. Winning support can be a struggle. As a result, powerful new ideas often get stuck. This is especially true in the cultural sector. People involved in arts and culture often have little time and even less money for experimentation and risks. This course will help those in the performing arts, museums, zoos, libraries and other cultural organizations build environments where new management and program ideas flourish.

Jun 1st 2026
5-12 Weeks
Business Innovation Culture
Details
Business Growth Strategy (Coursera) Coursera
University of Virginia

Business Growth Strategy (Coursera)

Management & Leadership Business

Get the tools you need to analyze, evaluate and recommend specific actions organizations can take to grow their value and avoid common growth pitfalls. In this course, developed at the Darden School of Business at the University of Virginia and taught by top-ranked faculty, you will learn to determine how best to build value, whether by scaling existing markets, entering established markets or creating new markets through innovation and acquisitions.

Jun 1st 2026
4 Weeks
Business Innovation Business Strategy
Details
Digital Marketing Analytics in Theory (Coursera) Coursera
University of Illinois at Urbana-Champaign

Digital Marketing Analytics in Theory (Coursera)

Management & Leadership Marketing & Communication

Successfully marketing brands today requires a well-balanced blend of art and science. This course introduces students to the science of web analytics while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide the foundation needed to apply data analytics to real-world challenges marketers confront daily. Students will learn to identify the web analytic tool right for their specific needs; understand valid and reliable ways to collect, analyze, and visualize data from the web; and utilize data in decision making for agencies, organizations or clients.

Jun 1st 2026
4 Weeks
Business Marketing Digital Data
Details
Influencing People (Coursera) Coursera
University of Michigan

Influencing People (Coursera)

Management & Leadership Business

This course will improve your ability to influence people in situations where you cannot use formal authority. You will learn about effective ways to build, develop, and sustain a power base in your organization. You will also learn influence tactics that enable you to be more persuasive and influential in working with your superiors, peers, and even subordinates. In addition, you will learn how to build and maintain high-quality relationships to further maximize your informal power and ability to influence others. Importantly, you will distinguish between influence and manipulation and learn how to protect yourself from the unwanted influence of others.

Jun 1st 2026
4 Weeks
Business Management Leadership
Details
Introduction to Financial Accounting (Coursera) Coursera
University of Pennsylvania

Introduction to Financial Accounting (Coursera)

Management & Leadership Business

Master the technical skills needed to analyze financial statements and disclosures for use in financial analysis, and learn how accounting standards and managerial incentives affect the financial reporting process. By the end of this course, you’ll be able to read the three most common financial statements: the income statement, balance sheet, and statement of cash flows. Then you can apply these skills to a real-world business challenge as part of the Wharton Business Foundations Specialization.

Jun 1st 2026
4 Weeks
Finance Business Accounting
Details
Mastering Data Analysis in Excel (Coursera) Coursera
Duke University

Mastering Data Analysis in Excel (Coursera)

Statistics & Data Analysis Data Science

Important: The focus of this course is on math - specifically, data-analysis concepts and methods - not on Excel for its own sake. We use Excel to do our calculations, and all math formulas are given as Excel Spreadsheets, but we do not attempt to cover Excel Macros, Visual Basic, Pivot Tables, or other intermediate-to-advanced Excel functionality. This course will prepare you to design and implement realistic predictive models based on data. In the Final Project (module 6) you will assume the role of a business data analyst for a bank, and develop two different predictive models to determine which applicants for credit cards should be accepted and which rejected. Your first model will focus on minimizing default risk, and your second on maximizing bank profits.

Jun 1st 2026
5-12 Weeks
Business Excel Data Analysis
Details
Optimizing a Website for Search (Coursera) Coursera
University of California, Davis

Optimizing a Website for Search (Coursera)

Management & Leadership Marketing & Communication

Learn the ins and outs of optimizing a website, from conducting an initial audit to presenting your findings and recommendations. Hands-on activities include learning how to select and apply appropriate keywords throughout a website, incorporating keyword research in a content marketing strategy, and optimizing a site for local search. You will also learn strategies for setting goals and client/stakeholder expectations, building effective analytics and reports, and communicating SEO improvements.

Jun 1st 2026
4 Weeks
Marketing Search SEO
Details