Curriculum

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
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

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
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
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 b. Liga Adelante team c. 2nd B team
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
Generation of Sporting Events
Operation 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

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