General information

  • Qualification: Certificate for the Course in Sport Marketing from the Johan Cruyff Institute, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.
  • Duration: 10 weeks. 6 ECTS (weekly dedication of 10-12 hours)
  • Start: October 8, 2024
  • Modality: Online
  • Language: English or Spanish
  • Price: € 1,078.- (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

In today’s world, marketing and communications have great relevance. Every day, thousands of unique and specialized apps appear which have a high differential value. This same specialization and rigor is being applied to educating sport marketing professionals. This innovative 10-week course will provide a first mover advantage to all those marketing professionals the sports industry includes.

Objectives

The main objective of the Course in Sport Marketing is to understand the marketing concepts and apply them to sport management. After the course you’ll know how to use operational marketing tools that will improve your results as a sport marketing professional.

LEARNING OUTCOMES

  • To know analysis and diagnostic tools for market research.
  • To know, analyze and assess strategies for the development, launching and positioning of new products.
  • To analyze and assess marketing strategies for the internationalization of sports activity.
  • To have a good command of technological tools for the exploitation of business resources through marketing.
  • To know, analyze and assess the role of digital communities and social media in sports business.
  • To know basic digital marketing tools.

Program

The program has 6 credits (ECTS), spread over 10 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 SPORTS MARKETING

  • Introduction to sport marketing
  • Sport Markets
  • Sport consumers & stakeholders
  • Research in sport marketing
  • Sport services
  • Sport Marketing Opportunities
  • Marketing strategy: Objectives & segmentation
  • Marketing strategy: Positioning & value proposition
  • Marketing mix: Development & management of products/services/prices/distribution/communication in sport organizations
  • Communication plan
  • Marketing plan

 

ACADEMIC CERTIFICATION

Certificate for the Course in Sport Marketing from the 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 three phases: a theoretical phase during the first four weeks, followed by a practical phase during next four weeks leading to a personal project in the last two 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 Sport Marketing, 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 INSTITUTEJohan 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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