Sports Marketing: Tactics To Drive Consumption Intentions

How to design marketing and communications tactics for sports organisations and brands

What you'll learn
Motivate fans and followers of a sports organisation to engage with the organisation on social media
Conceptualise tactics that strengthen global viewing intention of a league with reference to the assessment of brand globalness and localness
Assess attitudes and consumption intentions towards women’s sports
Derive appropriate marketing and communications tactics to increase the intention to watch a women’s sport event
Encourage desired behavioural intentions via sports influencer marketing activities that stand on strong brand credibility and parasocial interaction
Incite desired behaviours through unscripted videos about a sports brand based on an analysis of uses and gratifications
Requirements
Basic knowledge of marketing and branding is beneficial, but not required.
Description
Build and strengthen your sports marketing and branding skills with this specialised course on sports marketing tactics to drive consumption intentions for sports organisations and brands. The material in this course is designed for professionals and students to learn how to foster consumption intentions towards different sports products through principles of marketing and branding and was successfully taught to hundreds of university students and business professionals. The course is divided into five sessions that cover relevant marketing and communications concepts in the sports industry. The sessions introduce necessary theories and relevant applications for practitioners to learn how and why to implement specific activities, achieve set goals, and improve their sports organisation’s marketing performance.The course covers:Driving fan engagement on social mediaEffect of brand globalness on viewing intentionsWomen’s sports and consumption intentionsInfluencer marketing and celebrity athletesUses and gratifications of unscripted video series Although the course is designed to build and strengthen marketing and branding skills of sports and other marketing professionals, anyone who enjoys learning new skills in the realms of marketing and branding through sports brands will take away valuable learnings. Upon completion of the course, students know how tomotivate fans and followers of a sports organisation to engage with the organisation on social media,conceptualise tactics that strengthen global viewing intention of a league with reference to the assessment of brand globalness and localness,assess attitudes and consumption intentions towards women’s sports and derive appropriate marketing and communications tactics to increase the intention to watch a women’s sport event,encourage desired behavioural intentions via sports influencer marketing activities that stand on strong brand credibility and parasocial interaction, andincite desired behaviours through unscripted videos about a sports brand (i.e. sports documentary series and other online video content) based upon a thorough analysis of uses and gratifications.

Overview

Section 1: Sports Marketing: Tactics to Drive Consumption Intentions

Lecture 1 Introduction

Lecture 2 Driving fan engagement 
on social media [Session 1]

Lecture 3 Brand globalness of a sports league [Session 2]

Lecture 4 Fans attitudes towards women’s sports [Session 3]

Lecture 5 Influencer marketing and celebrity athletes [Session 4]

Lecture 6 Uses and gratifications of unscripted video series [Session 5]

Sports management and marketing professionals,Marketing enthusiasts,Business students