Udemy
    •  
    •  
    •  
    •  
    •  
    •  
    •  
    •  
Subscribe
Turn what you know into an opportunity and reach millions around the world.
Learn More
Your cart is empty.
Keep shopping
Sports Marketing: Tactics to Drive Consumption Intentions
Rating: 4.5 out of 5(15 ratings)
55 students

Sports Marketing: Tactics to Drive Consumption Intentions

How to design marketing and communications tactics for sports organisations and brands
Created bySebastiano Mereu
Last updated 7/2024
English

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
  • Understand structure and impact of sensoryscape for sports venues to affect fans' intention to revisit home games because of memorable game day experiences
  • Identify appropriate TikTok content categories for an athlete and assess their impact on engagement behaviours

Course content

1 section • 8 lectures • 2h 11m total length

  • Introduction2:07

    This video introduces the course and highlights how to best approach the course.

  • Driving fan engagement 
on social media [Session 1]14:30

    The aim of this session is to understand what motivates fans and followers of a sports organisation to engage with the organisation on social media. Research conducted with fans of the South African football club Kaizer Chiefs F.C. is the focal point of the session.

    Learning objective:

    Students will know how to apply the most common social media motivation elements in order to influence engagement behaviours.

  • Brand globalness of a sports league [Session 2]22:00

    This session assesses how perceived brand globalness and localness can influence viewing intentions of viewers of a football competition worldwide. The case study revolves around the J.League, the Japanese professional football league, and elaborates on the paths that lead from perceived brand globalness and localness through the elements of identity & connectedness, quality & prestige, and brand attitude to affect viewing intensions.

    Learning objective:

    Students will know the importance of brand globalness and localness in the marketing context with reference to consumption behaviour and how brand globalness and localness can be influenced with marketing communications activities.

  • Fans attitudes towards women’s sports [Session 3]16:01

    Consumption intentions for women’s sports and their respective marketing activities are under-researched and under-reported. This session explores fans’ attitudes toward women’s sports, specifically boxing, and their effects on the intention to watch a boxing event on TV/streaming or attend it in a venue.

    Learning objective:

    Students will know how to 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.

  • Influencer marketing and celebrity athletes [Session 4]14:00

    In this session we analyse the level and sort of influence that athletes may have on their fans and followers on social media. A case study on Swedish footballer Zlatan Ibrahimović will be used to assess how social attractiveness, physical attractiveness, and attitude homophily impact brand credibility and parasocial interaction, and how these then influence the intention to purchase products or services which he directly or indirectly promotes in his social media channels.

    Learning objective:

    Students will know how to assess relevant characteristics of an influencer and conceptualise marketing content and promotional activities to incite purchase intentions.

  • Uses and gratifications of unscripted video series [Session 5]19:01

    This session reviews salient uses and gratifications for watching unscripted videos of a sports brand. Additionally, relationships and effects between uses and gratifications, brand-user imagery fit, and intentions to engage in a desired behaviour are explored. The sports docuseries «The Last Dance» will be used as main case for this session.

    Learning objective:

    Students will know what the building blocks of uses and gratifications for unscripted video series are and will be able to apply respective marketing and communications tactics in order to encourage a certain consumption behaviour.

  • Sensoryscapes in sports venues: Intention to revisit a home game [Session 6]23:45

    This session reviews the elements of the sensoryscape in the context of sports arenas and stadiums and their influence on arena-related and team-related factors, which ultimately can have a positive impact on the intention of spectators and fans to revisit home games. The session is based upon statistical analyses undertaken with professional ice hockey teams in Europe.

    Learning objectives:

    1. Students will understand the structure and impact of the sensoryscape for sports arenas or stadiums.

    2. Students will know how to address and create sensory stimuli that affect spectators' intentions to revisit home games.

  • Case Study: TikTok content categories and user engagement behaviour [Session 7]20:01

    This session offers a case study on how individual TikTok content categories influence user engagement behaviours on the official TikTok account of a celebrity athlete and influencer such as Alisha Lehmann and offers practical recommendations on how to improve the performance of Alisha Lehmann’s TikTok activities or help athletes with a similar profile strengthen their TikTok presence.

    Learning objectives:

    1. Students will know how to identify and define video content categories.

    2. Students will know how to examine the influence of these videos on user engagement behaviour.

    3. Students will know how to assess which content categories exhibit the strongest impact on which engagement behaviour and to what extent.

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 includes various 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 media

  • Effect of brand globalness on viewing intentions

  • Women’s sports and consumption intentions

  • Influencer marketing and celebrity athletes

  • Uses and gratifications of unscripted video series

  • Sensoryscapes in sports venues and the intention to revisit home games

  • TikTok video categories and user engagement behaviours

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 to

  • 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 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,

  • incite 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, 

  • address and create sensory stimuli that affect spectators' intentions to revisit home games, and

  • identify and define TikTok video categories for athletes and examine their influence on engagement behaviours.

Who this course is for:

  • Sports management and marketing professionals
  • Marketing enthusiasts
  • Business students

Report abuse