This course offers a comprehensive guide to mastering communication strategies and enhancing fan engagement within sports organisations.
It covers key areas such as public relations, online branding, and revenue generation through effective communication and fan-centric strategies.
Participants will learn to develop and implement digital marketing plans, build online brands, and design communication and content strategies tailored to fan needs.
The course also dives deep into understanding fan behavior, the principles of fandom, and creating a culture of engagement, ensuring that fans remain central to organisational activities.
By the end of the course, participants will be equipped to craft strategies that enhance fan experiences and strengthen their organisation’s relationship with its audience.
Fees
COURSE OUTLINES
- Communication Issues in Sports Organisations.
- MODULE 1: Describe the Role of Communication in Sports Organizations
- MODULE 2: The History of Media in Sports Communication and Collaborating with Journalists
- MODULE 3: Constructing Messages for Traditional and Digital Media
- MODULE 4: Create a Communication Strategy to Maximize Impact
- Public Relations in Sports Organisations.
- MODULE 1: The Foundation of Sports Public Relations
- MODULE 2: The Changing Landscape of Sports Public Relations: From a Sports-Information Model to an Active Communication Model
- MODULE 3: Sports Public Relations and Crisis Communication
- MODULE 4: Sports Public Relations and Social and Digital Media
- Online Strategy, Branding, and Communications.
- MODULE 1: Trends, research and digital audit
- MODULE 2: Digital marketing strategy and online branding
- MODULE 3: Communications
- MODULE 4: Content plan and crisis management
- Revenue Generation and Fan Engagement.
- MODULE 1: Data and resource
- MODULE 2: Sources of digital revenue
- MODULE 3: Fan engagement and eSports
- MODULE 4: Fantasy gaming and Growing Attendance Model (GAM)
- Why Fan Engagement? Definition, Principles & Rationale.
- MODULE 1: The Origins of Fan Engagement
- MODULE 2: Defining the Fan
- MODULE 3: The Rationale for Fan Engagement
- MODULE 4: Building a Fan Engagement Strategy
- Delivering Fan Engagement.
- MODULE 1: Club Identity: ‘Same song, different lyrics?’
- MODULE 2: Understanding & Engaging with your Fan Base
- MODULE 3: Delivering Value in the Fan Experience
- MODULE 4: People & Culture
- What Is a Fan? Understanding the Nature of Fandom.
- MODULE 1: Fan v Customer: A love based on friction, emotion and irrationality
- MODULE 2: Understanding Fan Behaviour
- MODULE 3: Fan Consultation & Structured Dialogue
- MODULE 4: Growing Engagement (Data and Measures)
- Leadership: Creating & Sustaining a Culture of Engagement.
- MODULE 1: An introduction to Fan Engagement Leadership
- MODULE 2: A Model for Engagement
- MODULE 3: Community Engagement
- MODULE 4: Embedding Fan Engagement
- Master central aspects of an external communication strategy.
- Improve the public relations function in sports organisations, identify potential public relations threats, and develop appropriate crisis response strategies for execution via traditional and social media.
- Create a digital marketing plan.
- Build a brand online.
- Create a communications and content plan.
- Develop a detailed understanding of Fan Engagement: its definition, history, principles, practices, and rationale.
- Understand the nature of fans and fandom to place fans at the centre of club, league, and/or national association activity.
- Create a Fan Engagement strategy and design the optimal fan experience, including all relevant ‘touch points’ for all key fan segments.
- Establish a culture of engagement within an association, league, or club (Fan Engagement Leadership).
COURSE DETAILS
Duration: 8 months.
Average dedication: 6/8 weekly hours.
Delivered in: English.
Aimed at:
• Managers of organisations linked to clubs, federations, associations and/or leagues.
• Members of agencies, consulting firms and/or startups focused on providing comprehensive solutions for fan engagement / experience.
• Professionals working in the business and/or sports field, who wish to make a qualitative leap in their careers by acquiring specialised knowledge.
• Professionals in general, interested in this subject.
Thanks to our integration with remote supervision technologies, the Verified Certificate of Approval:
- Guarantee transparency of the certification process.
- Validates the identity of the certificate holder.
- Accredits the acquisition of specific competencies and skills.
- 24-hour access to study material, from anywhere on any device.
- Accompaniment, monitoring, and virtual support from an expert in the field.
- Activities and assessments with personalised feedback.
- Discussion forums and interaction with colleagues from all over the world.
- Certificate issued by Barca Innovation Hub and endorsed by the corresponding institution.
- Self-assessment to measure your learning progress.
PREREQUISITES
You must participate or have participated in an online program of Barca Innovation Hub Universitas.