I. Marketing
Introduction | ||
The Brand | ||
The Product | ||
The Customer and The Clieny | ||
Marketing Plan | Strategic Marketing | ||
Evolution of Marketing | ||
Brand Activation | ||
New Technologies and Big Data | ||
New Trends |
II. Sports Marketing
Introduction | The Sport: World’s most powerful platform for Brand Activation |
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The Sports Brand | the Brand and Sport” and the Sport | ||
The Sports Industry | ||
Evolution of Sports Marketing |
III. Marketing Research
Situation Analysis | ||
Insights | ||
Research Techniques and Tools | ||
Reach and Segmentation | ||
Consumer Habits / Practice |
IV. Marketing Plan
Objectives | ||
Strategies | ||
Segmentation | ||
Positioning | ||
Targeting | ||
Marketing Mix |
V. Communication Plan
Introduction | Developing of a Communication Plan | ||
Broadcasts Rights | ||
The Press O ce | ||
On-line Communication Media | ||
Storytelling | ||
Crisis Management |
VI. Social Media Marketing "Social Media Plan"
Social Media Marketing “Community Management” | ||
Basis of Online Marketing Campaigns | ||
Social Media | Brand(ed) Content | ||
Social Media Crisis Management |
VII. Brand Image
Image Rights and Trademark Registration | ||
Branding in Sports | ||
Management and Planning of Corporative Image |
VIII. Sports Sponsorship. From the perspective of the sponsorship brand
Introduction | Evolution of Sponsorship | ||
De nition | ||
Objectives | ||
Investment and Strategic Models | Benchmarking and Practical Cases of Reference | ||
Evaluation of Properties and Proposals | Tools | ||
Advertising | ||
Brand Activation in Sponsorships | ||
Measuring Sponsorship | Key Performance | ||
Indicators and Methodologies |
IX. Sports Sponsorship. From the perspective of the sponsored entity
Objectives | ||
Evolution of Sports Sponsorship | ||
De nition of Sponsorship Architecture | ||
Sponsoship Categories | ||
Large funding models | Business participation | ||
De nition and Assessment of Returns and Assets per Category |
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Unique Selling Proposistion | ||
Management Media Advertising | ||
Marketing Trends with the Digital Transformation of Sports Entities |
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Contract drafting and negotiation | ||
Ambush Marketing |
X. Corporate Social Responsability
The Imporatance of CSR in Football | ||
Practical Cases of Reference | ||
Needs and Opportunities |
IX. LaLiga Marketing from inside
Introduction and Evolution of Football Marketing | ||
Sponsorship Plan | the Importance of the Sponsors | ||
Digital Marketing | ||
Sponsors Viewpoint | ||
New Distribution of Broacasts/ Media Rights | ||
Marketing “from inside” a. Liga BBVA team |
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Globalization of the Brand “LaLiga” | ||
LaLiga World Challenge |
IX. Popular Sports
Evolution of Sports Industry | ||
Entrepreneurship | ||
The Popular Sports | ||
Business Models | Average Expenditure of Consumers |
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Generation of Sporting Events | ||
Operation of Sporting Events |
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City Marketing | ||
The Binomials of the Sport (Tourism, Health, Social Cohesion, Lifestyle and Employment) |
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Growth Areas | ||
Practical Cases | Integral Management (360º) |
IX. External Interships
Development of Internships in Public/Private Entities |
IX. Final Thesis
Final Project | Development of Marketing and Communication strategy for a Particular Entity |