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

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

   
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. 2
nd 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    

 

 

English