$675 – $1,350

Sports Communication, Marketing, and Governance

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Northwestern University in Qatar

Room 1-302

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Al Rayyan, Al Rayyan Municipality

Qatar

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The Executive Education Program in Communication and Media at Northwestern University in Qatar provides knowledge and skills to individuals and organizations to strengthen existing capabilities and foster new ones in the fields of media, strategic communication, health communication, and sports communication.



Sports Communication, Marketing, and Governance

This executive program examines successful sports organizations that have developed new audiences and revenues around their engagement with sports and how they use it to penetrate emerging markets such as China, India, and the Middle East. It also explores how media mega-events like the World Cup and the Olympics can be utilized to improve marketing opportunities.


Part 1: Sports Marketing and Sports Branding

Sports marketing provides the concepts and methods of marketing brands within the sports environment. This course delves into marketing aspects of brands and showcases how the world of sport and products are of mutual interest to audiences interested in sports.

Candy Lee, professor at Northwestern University's Medill School, will teach this course. Lee teaches media leadership, marketing, content strategy, and sports marketing. She has worked in corporate communications at The Washington Post, and United Airlines. She is a graduate of Harvard University and the University of Pennsylvania.

Part 2: Sport Law, Governance, and Ethics: The International Sports Governing System and the Need for Change

This session will focus the ethical breakdowns in governance rules and legal questions found in the operations of international sport federations. The class will utilize case studies for discussion and debate, which may include the USA Gymnastics sex abuse scandal, the successful FIFA bribery prosecutions, and Olympic host city bidding.

Mark Conrad, associate professor of law and ethics at Fordham University’s Gabelli School of Business will teach this course. Conrad is the author of The Business of Sports—Off the Field, In the Office, On the News, which has been cited in leading journals as one of the most comprehensive texts on the subject.

Part 3: Embracing Change in Sports Communication and Media Technologies

This session examines how the sports communications landscape is dramatically changing and how this will affect the sports business and news organizations covering sports in Qatar and the region. The course also addresses important issues for the news media involved in sports and for executives and officials from a variety of organizations that use sports as a platform for promotion, branding, and diplomacy.

Craig L. LaMay, associate professor at Northwestern University in Qatar and a faculty associate at Northwestern's Institute for Policy Research, will lead this course. Before becoming an academic, LaMay worked as newspaper reporter and his work has appeared in The New York Times, The Wall Street Journal, The Washington Post, Newsweek, Federal Communications Law Journal, and Health Policy, Communications and the Law.

Dates:

March 17, 24, and 31, 2019

9:00 am to 3:00 pm

Requirements:

To attend this masterclass, students must hold a bachelor's degree and have at least 2-3 years of professional experience.

This executive course will be delivered in English.

Cost:

$1,350 (50 percent discount is offered to Northwestern University alumni)

Outcomes:

Students must attend all sessions to receive a certificate of participation.


Please email exec.ed@qatar.northwestern.edu for questions.

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Date and Time

Location

Northwestern University in Qatar

Room 1-302

Education City

Al Rayyan, Al Rayyan Municipality

Qatar

View Map

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