Sport Communication, Marketing, and Governance
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This executive program examines successful sport organizations that have developed new audiences and revenues around their engagement with sport and how they use it to penetrate emerging markets such as China, India, and the Middle East. It also explores how media mega-events like the World Cup and the Olympics can be utilized to improve marketing opportunities.
Part 1: Sport Marketing and Sport Branding
Sport marketing provides the concepts and methods of marketing brands within the sport environment. This course delves into marketing aspects of brands and showcases how the world of sport and products are of mutual interest to audiences interested in sport.
Past 2: Sport Law, Governace, and Ethics: The International sports governing system and need for change
This session will focus the ethical breakdowns in governance rules and legal questions found in the operations of international sport federations. The class will utilize case studies for discussion and debate, which may include the U.S. gymnastics sex abuse scandal, the successful FIFA bribery prosecutions, and Olympic host city bidding.
Part 3: Embracing Change in Sport Communication and Media Technologies
This session examines how the sport communications landscape is dramatically changing and how this will affect the sport business and news organizations covering sport in Qatar and the region. The course also addresses important issues for the news media involved in sports and for executives and officials from a variety of organizations that use sports as a platform for promotion, branding, and diplomacy.