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Northwestern University in Qatar

Sport Communication, Marketing, and Governance

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Description

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.

Schedule

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.

Experts

Candy Lee is a professor at Medill, teaching in journalism and in integrated marketing communications. She was Teacher of the Year in 2012 for Integrated Marketing Communications. Previously she was vice president of marketing at The Washington Post, overseeing multiple functions, from marketing ...
Mark Conrad directs the sports business concentration and is an associate professor of law and ethics at Fordham University’s Gabelli School of Business. In addition to teaching sports law and the business and ethics of sports, he also has taught courses covering contracts, business organizations...
Craig LaMay is an associate professor and a faculty associate at Northwestern's Institute for Policy Research; former editorial director of the Freedom Forum Media Studies Center and editor of Media Studies Journal; and a former newspaper reporter. His essays and articles have appeared in New Yo...
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