Communication professionals interested in learning more about how to use their marketing skills to take full advantage of media mega-events like the World Cup have the opportunity to do so through an executive education masterclass being offered at Northwestern University in Qatar (NU-Q) in March.
Students who enroll in the
"We at Northwestern want to connect human and material assets in communication in a way that is useful to people in Qatar as we offer this timely and relevant course in the run-up to the World Cup. Through programs like these, NU-Q is working with local Qatari organizations and individuals in planning how to best market Qatari based organizations and individuals during major international sporting events," said Everette E. Dennis, dean
"It is our aim to craft executive education courses that are especially useful for people engaged in work in and around the World Cup activities—and to people who are simply interested in being better informed," said Jairo Lugo-Ocando, director of NU-Q’s Executive and Graduate Education Program.
The
Candy Lee, a professor at Northwestern’s Medill School who also has worked in corporate communication, will discuss the concepts and methods of marketing brands within the
Mark Conrad, a professor of law and ethics at Fordham University’s Gabelli School of Business and 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, will focus on the ethical breakdowns in governance rules and legal questions found in the operations of international sport federations. Case studies, which may include the successful FIFA bribery prosecutions and Olympic host city bidding, will also be discussed.
“It is our aim to craft executive education courses that are especially useful for people engaged in work in and around the World Cup activities—and to people who are simply interested in being better informed.”
Embracing Change in
Craig L. LaMay, an associate professor at NU-Q and a faculty associate at Northwestern’s Institute for Policy Research, will examine important issues for the news media involved in sports as well as issues for executives and officials from a variety of organizations that use sports as a platform for promotion, branding, and diplomacy. LaMay has also worked as a newspaper reporter; his work has appeared in the The New York Times, The Wall Street Journal, The Washington Post, and Newsweek, among other publications and law journals.
"The MENA region doesn't rate among the top 10 sport media markets in the world, but it is the fastest growing," LaMay said. "Not only are new
He added, "The sport and media businesses have been interdependent for more than a century, and today, their real business is generating, collecting, and monetizing data. Sport and
The Executive Education in Communication and Media program will take place in NU-Q’s state-of-the-art building in Education City on March 17, 24, and 31st, 9:00 a.m. to 3:00 p.m.
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