Este curso sienta las bases para comprender la industria del marketing deportivo, comenzando por su definición, alcance e impacto emocional. El alumnado explorará en qué se diferencia el marketing deportivo del marketing tradicional y por qué el deporte actúa como un motor cultural y social tan potente. A continuación, se presentan los principios clave como el marketing mix (producto, precio, posicionamiento y promoción), la segmentación del consumidor y los roles únicos que desempeñan fans, patrocinadores y atletas.
Fundamentos del Marketing Deportivo
Fundamentos del Marketing Deportivo
This course is part of Marketing deportivo: La fórmula tecnológica Specialization
Instructor: Marisa Sáenz
Included with 
Gain insight into a topic and learn the fundamentals.
Beginner level
Recommended experience
2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
Comprender los principios y factores emocionales del marketing deportivo.
Identificar actores clave y dinámicas del ecosistema del marketing deportivo.
Aplicar KPIs y ROI para evaluar la efectividad de campañas.
Skills you'll gain
- Data Analysis
- Strategic Partnership
- Marketing Analytics
- Stakeholder Management
- Brand Management
- Marketing
- Return On Investment
- Sales Process
- Marketing Effectiveness
- Customer Engagement
- Consumer Behaviour
- Emotional Intelligence
- Marketing Strategy and Techniques
- Advertising
- Key Performance Indicators (KPIs)
- Public Relations
- Digital Marketing
- Price Negotiation
- Branding
- Creative Thinking
Details to know
Shareable certificate
Add to your LinkedIn profile
Recently updated!
August 2025
Assessments
8 assignments
Taught in Spanish
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This course is part of the Marketing deportivo: La fórmula tecnológica Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
There are 4 modules in this course
Adquiere una comprensión clara de lo que hace único al marketing deportivo. Este módulo abarca su definición y alcance, cómo se diferencia del marketing general y analiza el poderoso papel emocional y cultural del deporte en la sociedad.
What's included
6 videos3 readings2 assignments1 discussion prompt
Explora los principios fundamentales que dan forma al éxito del marketing deportivo. Aprende sobre el consumidor deportivo, la aplicación del marketing mix (4Ps) en un contexto deportivo y cómo la lealtad, la pasión y la identidad influyen en las estrategias de marketing.
What's included
6 videos3 readings2 assignments1 discussion prompt
Profundiza en la red de actores clave —equipos, ligas, atletas, patrocinadores y medios de comunicación— y observa cómo sus relaciones impulsan la industria. Analiza cómo los patrocinios, las asociaciones y los avales generan valor, y aprende de ecosistemas de marketing exitosos en las principales ligas globales.
What's included
6 videos3 readings2 assignments1 discussion prompt
Domina las métricas que importan. Este módulo se centra en la identificación de los indicadores clave de rendimiento (KPIs), las herramientas para evaluar la eficacia de las campañas y la comprensión del papel fundamental del retorno de inversión (ROI) en las decisiones de patrocinio y publicidad.
What's included
6 videos3 readings2 assignments1 discussion prompt
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Instructor
Explore more from Marketing
Real Madrid Graduate School Universidad Europea
Real Madrid Graduate School Universidad Europea
Real Madrid Graduate School Universidad Europea
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