General information

  • Qualification: Certificate for the Course in Digital Marketing in Sport from Johan Cruyff Institute, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.
  • Duration: 5 weeks. 3 ECTS (weekly dedication of 10 hours)
  • Start: September 10, 2024
  • Modality: Online
  • Language: English or Spanish
  • Price: € 664.- (Fees for the academic year 2024-25)
  • Special conditions: Discount for members of partner entities
  • Enrollment: Registration open until the start of the course

The program may be subject to change.
The institution reserves the right to cancel the edition of the program if it does not meet the minimum number of students.

Introduction

The aim of this course is to teach you the knowledge and tools that make it possible to develop real and effective digital marketing strategies for the positioning, dissemination and marketing of products, services and brand that a sports business project can offer.

Objectives

The objective is to enable the student to understand and make decisions in the environment of the network society, emphasising the new role of the individual and the role that social networks play in the new landscape of digital marketing and global communications. At the end of the course, the student will be able to add value to a comprehensive digital strategy, understanding what their objectives are and deciding each of the actions to be carried out, justifying them and being able to evaluate the impact of these decisions. The student must, through two activities, make a proposal for improvement related to the digital marketing of a club/athlete/sports company.

LEARNING OUTCOMES

  • Develop skills in order to research, process and analyse information from diverse sources and apply them to the issues to be resolved.
  • Develop competitive intelligence to detect signs of change, analyse trends, reactions and strategies of current and/or potential competitors.
  • Work with information and communications technologies.

Program

The program has 3 credits (ECTS), distributed over 5 weeks. The course is composed of various teaching units (UD) and each one consists of a continuous assessment test, in which you interactively apply theory, complemented with solving exercises and practical cases.

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CONTENT

  • The digital revolution and its impact on the sports industry.
  • Digital strategy. Much more than just marketing.
  • Contents and platforms. The power of social networks to create fan engagement.
  • From content generation to monetisation.
  • Designing a Digital Marketing Plan.
  • How do we implement our Plan?

ACADEMIC CERTIFICATION

Certificate for the Course in Digital Marketing in Sport from Johan Cruyff Institute.

Learning model

METHODOLOGYOur online courses offer complete flexibility, allowing students to access content whenever it suits them throughout the week. We recommend dedicating between 8 and 10 hours weekly to stay up-to-date with the tutor-scheduled assignments, though the actual time required may vary depending on prior knowledge of the subject or professional experience in the field. On the virtual campus, students will have access to all essential resources for their progress, including notes, podcasts, videos, articles, and case studies, all under the precise guidance of a tutor who will provide directions on activities and deadlines.

Moreover, the courses feature several live webinars led by the professor or invited experts. While attending these webinars in real time is recommended, sessions will be recorded and made available on the virtual campus for later viewing. The courses are structured in two phases: a theoretical phase during the first two weeks, followed by a practical phase in the last three weeks.

BENEFITS

  • Learning 3.0: flexible schedules, different learning environments and technologies.
  • World-class faculty: interaction with expert faculty and industry professionals.
  • Collaborative tools, teamwork, communication and debate.
  • Sports-industry oriented: training that approaches the business sector of the sports industry.
  • Learning from experience: designed for professional improvement.

Faculty

The Johan Cruyff Institute teachers are experts from the sports sector and combine research and consultancy with teaching. Through their experience and knowledge, they have developed a broad variety of cases and concepts to work with.

Learn more about our Faculty pool.

Student services

VIRTUAL CAMPUSAs a student of the Course in Digital Marketing in Sport, you’ll have exclusive access to the learning platform that will allow you to track your academic progress 24 hours a day from anywhere in the world. The virtual campus provides a collaborative environment between professors and students facilitating e-mails, chats, videos, books articles, case studies, simulations, experiences, websites, blogs and a video library. You’ll have a wide range of tools at your disposal so your learning experience can be interactive, enriching and complete.

NETWORKING & ALUMNI CRUYFF INSTITUTE

Johan Cruyff Institute offers students, alumni, faculty and members of our network the opportunity to connect and collaborate, to share their passion for sports and their professional expertise.

The Alumni Cruyff Institute provides a means of interconnection that will enable the whole community not only to re-establish contact with fellow students, but also to create new links with people from the sports sector throughout the whole network who can offer new experiences and initiatives to keep growing in the profession.

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