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Study plan
I. Marketing
| Introduction | ||
| The Brand | ||
| The Product | ||
| The Customer and The Clieny | ||
| Marketing Plan | Strategic Marketing | ||
| E volution of Marketing | ||
| Br and Activation | ||
| N ew Technologies and Big Data | ||
| N ew Trends |
II. Sports Marketing
|
Introduction | The Sport:
World’s most powerful platform for Brand Activation | ||
| The Sports Brand | the Brand and Sport” and the Sport | ||
| T he Sports Industry | ||
| E volution 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 | ||
| M arketing Mix |
V. Communication Plan
| Introduction | Developing of a Communication Plan | ||
| Broadcasts Rights | ||
| The Press O ce | ||
| On-line Communication Media | ||
| Storytelling | ||
| C risis Management |
VI. Social Media Marketing "Social Media Plan"
| Social Media Marketing “Community Management” | ||
| Basis of Online Marketing Campaigns | ||
| Social Media | Brand(ed) Content | ||
| S ocial Media Crisis Management |
VII. Brand Image
| Image Rights and Trademark Registration | ||
| Branding in Sports | ||
| M anagement and Planning of Corporative Image |
VIII. Sports Sponsorship. From the perspective of the sponsorship brand
| Introduction | Evolution of Sponsorship | ||
| De nition | ||
| Objectives | ||
| In vestment and Strategic Models | Benchmarking and Practical Cases of Reference | ||
| Evaluation of Properties and Proposals | Tools | ||
| Advertising | ||
| Brand Activation in Sponsorships | ||
| Measuring Sponsorship | Key Performance | ||
| I ndicators 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 | ||
| Unique Selling Proposistion | ||
| Management Media Advertising | ||
Marketing Trends with the Digital Transformation of Sports Entities | ||
| Contract drafting and negotiation | ||
| Ambush Marketing |
X. Corporate Social Responsability
| The Imporatance of CSR in Football | ||
| Practical Cases of Reference | ||
| N eeds 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
| ||
| Globalization of the Brand “LaLiga” | ||
| LaLiga World Challenge |
IX. Popular Sports
| E volution of Sports Industry | ||
| E ntrepreneurship | ||
| The Popular Sports | ||
Business Models | Average Expenditure of Consumers | ||
| Generation of Sporting Events | ||
O peration of Sporting Events | ||
| City Marketing | ||
The Binomials of the Sport (Tourism, Health, Social Cohesion, Lifestyle and Employment) | ||
| 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 |