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Brand Positioning Through Sport

Today, if brands are not finding ways to authentically engage fans, they run the risk of being irrelevant or even getting in the way of the fan experience. This course teaches the fundamentals of brand positioning: uncovering insights that lead to compelling brand positioning in, and around, sport. We will focus on how marketers drive deep engagement to meet their fundamental business objectives. Core areas we will explore include marketplace and brand competitive analyses, primary and secondary consumer research, brand and consumer archetypes, brand narrative creation, brand identity development, and presentation skills. The course culminates with all participants building and presenting a brand positioning recommendation to a client based on the fundamentals taught in the course.

More details

You'll Walk Away with

  • The ability to use data to discover insight and turn it into action
  • An understanding of the basic consumable elements of branding and the business and competitive edge that branding drives
  • An understanding of how having a business approach helps to drive branding, and vice versa
  • The skills to make great presentations by telling compelling and persuasive stories
  • The ability to understand and influence consumer behavior through brand marketing

Ideal for

  • Mid-level sport executives
  • Marketing managers
  • Sport media professionals
NO open sections available for this course at the moment. Please check back next semester.