Master’s Degree in Sports Marketing - English taught

Escuela de Estudios Universitarios Real Madrid
En Madrid

18.540 
IVA inc.
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Información importante

  • Master
  • Madrid
  • Cuándo:
    Octubre
Descripción

The sports sector is growing exponentially all over the world. It is also a hugely global industry.

There is a double connection between sports and the world of marketing and sales. On the one hand, there are an increasing number of companieswhose business relates to sports, and which need an in-depth understanding of the right marketing and sales tools to achieve success in their competitive environment; and on the other hand, sports are by nature an excellent communications platform for companies in any economic sector, thanks to their extraordinary reach in the media and the values they transmit, and they can provide great added value to any company or brand associated with them.

Alongside more traditional marketing tools, concepts such as city marketing, community management of athletes and brands in social networks, new channels for exploiting sports rights, corporate social responsibility, and ever more varied forms of sponsorship define the profile of modern sports marketing.

Spain is one of the world centers of sports marketing and has some of the leading athletes and teams in the world’s most popular sports. In recent decades the country has also organized many world-level sports events, leveraging the impetus of the Barcelona Olympics. Meanwhile, some of the most important individual and group sports rights contracts involve Spanish agents.

The Master’s Degree in Sports Marketing, offered by Real Madrid Graduate School and Universidad Europea, is a pioneering international program in the field of sports marketing, designed to give international or Spanish students with a global and multicultural outlook the training they need to take advantage of professional opportunities in the combined fields of marketing and sports.

The Master’s degree also offers the possibility of an internship in the Marketing Department of Real Madrid C.F. for the best-performing students in the program.

Información importante
Instalaciones y fechas

Dónde se imparte y en qué fechas

Inicio Ubicación
Octubre
Madrid
Plaza de Francisco Morano., 00000, Madrid, España
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Opiniones

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01/10/2011
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¿Qué aprendes en este curso?

Sports Marketing
Traditional media
Social networks
Community Management for teams
Community Management for athletes
Research tools
Consumer Behavior
Sports marketing plan
Internationalizing sports companies
Sports communication

Temario

Module I - The characteristics of sports marketing

  • The conceptualization and categorization of sports marketing
  • The function of marketing within sports companies
  • Sports as a marketing tool
  • The history and evolution of sports marketing

Module II - The image of sports and sports sponsorship

  • Sports in the traditional media
  • Sports on the Internet and social networks. Community Management for teams and athletes
  • Sports sponsorship: conceptualization and categorization
  • Sports sponsorship: corporate sponsorship policies and activation of sponsorship
  • Sports and corporate social responsibility
  • Personal image management for professional athletes

Module III - Market research in sports

  • Analysis of the sports sector and competitors
  • Analysis of clients
  • Market research tools. Main studies
  • Big Data applications in the world of sports

Module IV - Consumer behavior

  • Typical characteristics of sports consumption
  • The behavior of consumers of sports products and services
  • The behavior of consumers of sports events
  • Sports consumption in the hierarchy of needs

Module V - Sports marketing strategy

  • Strategy in sports products and services
  • Price strategy in sports products and services
  • Distribution strategy in sports products and services
  • Media strategy in sports
  • Marketing-mix strategy applied to sports

Module VI - The sports marketing plan

  • The sports marketing planning process
  • Definition of the marketing plan: stages, structure, format and development
  • The sports company marketing plan

Module VII - International sports marketing

  • Internationalizing sports companies
  • International sports events
  • City Marketing
  • International marketing strategies
  • Sports marketing in professional leagues and the Olympics

Module VIII - Sports marketing and communication

  • Strategic and operational marketing
  • Sponsorship and patronage in sports
  • Sports rights
  • Sports and society
  • Sports and the media

Module IX - Professional internships

Module X - Final thesis


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