The document provides information about a 3-day global marketing course hosted by UCLA Extension in Shanghai from March 25-27, 2016. The course will focus on the challenges of marketing brands in media, sports and entertainment industries using case studies. Participants will learn how to position products as brands, understand target markets, leverage international strategies to create partnerships and revenue, and create compelling fan experiences. The schedule outlines topics to be covered each day including marketing principles, brand management, entertainment/sports marketing, social media strategy, and guest speakers from entertainment and sports industries. The goal is for participants to learn effective marketing strategies applicable to their respective industries.

1. 主办单位 Presented by:
美国加州大学洛杉矶分校推广教育部
加州中心
美国顶级名校加州大学洛杉矶分校推广教育部倾情为您打造：
UCLA Extension, a Division of the Acclaimed U.S. University, Introduces a Special Course for you:
2016年3月25日- 27日
March 25-27, 2016
中国上海
Shanghai,China
联合主办 Co-hosted by:
Global Marketing in Media, Sports & Entertainment
全球市场营销
以媒体、娱乐和体育产业为案例

2. 加州大学洛杉矶分校（UCLA）位于美国加州洛杉矶市，是
一所公立研究大学，亦是美国顶尖综合性大学之一。该校
于1919年成为加州大学南部分校，在美国公立大学中排名
高居第二。UCLA提供337个不同学科的学位，是美国金融
业、高科技产业、娱乐业以及体育业人才的摇篮。该校目
前共有约3万名本科生和1.2万名研究生，她是加州入学率
最高的大学，同时也是美国申请人数最多的大学。
加州大学洛杉矶分校的教授、研究人员和校友中共有15位
获得过诺贝尔奖。在现有的教职工中，有55为美国科学学
院院士、28位美国工程学院院士、39位医学研究院院士以
及124位美国科学与艺术学院院士。
2015年3月，在美国世界新闻和报道（U.S. News & World
Report)的“全球大学排名”中,UCLA排名高居第8位，其
安德森管理学院（Anderson School of Management）被评
为全球最佳商学院第15名。
The University of California, Los Angeles (UCLA) is
a public research university located in Los Ange-
les, California, United States (U.S.) and is one of the top
comprehensive universities in the U.S. It became the
University of California Southern Branch in 1919 and
ranks #2 among U.S. public universities. UCLA provides
337 degrees in different disciplines and is the cradle for
nurturing talent in finance, high-tech industries, enter-
tainment and sports. With an approximate enrollment of
30,000 undergraduate and 12,000 graduate students,
UCLA has the highest enrollment of any university in
California and is the most applied to university in the
United States.
15 Nobel laureates have been UCLA faculty, re-
searchers, or alumni. Among the current faculty mem-
bers, 55 have been elected to the National Academy of
Sciences, 28 to the National Academy of Engineering,
39 to the Institute of Medicine, and 124 to the American
Academy of Arts and Sciences.
As of March 2015, U.S. News & World Report ranked
UCLA #8 in their "Best Global University Rankings" and
ranked Anderson School of Management #15 in “Best
Business schools”.
加州大学洛杉矶分校
University of California, Los Angeles

3. 全球市场营销
以媒体、娱乐和体育产业为案例
Global Marketing in Media, Sports & Entertainment
如今，全球市场营销对各个行业（尤
其是媒体、娱乐和体育行业）的成功
发挥着越来越重要的作用。营销投资
风险高，营销高管们经常需要面临着
复杂的决策思考，以求得高回报率。
三天的专业培训课程将聚焦如何成功
营销一个品牌的挑战.
培训主要内容包括：营销的原则和实践、全球营销策略、品牌管理、品牌故事、数字/社交/跨
媒体的力量、粉丝体验、主题娱乐、电影营销、体育赞助和技术以及新科技在营销中的运用
等。
我们在培训过程中将通过对体育和娱乐产业市场推广实例的分析，帮助学员掌握电影大片的营
销手法，并把体育或娱乐品牌导入主流文化，了解并赢得目标市场，并借助国际化战略创造高
价值的合作伙伴及持续不断的收益。
开课时间：
2016年3月25日- 27日
语言:
全英文授课
全程中英双语翻译
地点：
上海嘉定区汇荣路505号
课程费用：
人民币18600
美金3000
课程咨询电话：
86-21-67077961
Course Date:
March 25-27, 2016
Language:
English with
consecutive Chinese
translation
Address:
No. 505, Huirong Rd,
Jading, Shanghai
Course Fee:
RMB 18,600
USD 3,000
Course Hotline:
86-21-670777961
课程简介 Course Overview:
Today, global marketing in different industries, especially in media, sports & entertainment,
is increasingly critical for success. The stakes are high and marketing executives are in-
volved in complex decision-making as they become responsible for return on their market-
ing investments.
This three-day program focuses on the unique challenges of marketing a success-
ful brand in media, sports, and entertainment.
Marketing topics including marketing principles and practices, marketing strategies, brand
management, branded story-telling, the power of digital, social, and trans-media, fan experi-
ence, themed-entertainment, movie marketing, sports sponsorships and technologies, and
technology advancements will be covered.
Using case study examples from both sports marketing and entertainment marketing, stu-
dents will learn the business of marketing movie blockbusters, how to position an entertain-
ment or sports property as a brand in popular culture, about target markets and how to
reach them, and the leveraging of international strategies to create valuable partnerships
and revenue streams.
 企业营销人士和高管
 广告界和营销界专业人士
 体育界专业人士
 娱乐界（电视台、电影等）专业人士
目标学员
 Corporate Marketing Professionals
and Executives
 Advertisement and Marketing Profes-
sionals
 Sports Professionals
 Entertainment Professionals
Target Outreach

4. Using case study examples from both sports marketing
and entertainment marketing, participants will learn how
to achieve the following goals:
在培训过程中，通过对体育和娱乐行业的市场推广实例
的分析，学员将达成以下目标：
学习目标 Learning Objectives
市场营销原理和实践
Marketing Principles
and Practices
体育媒体
Sports Media
体育风险管理
Risk Management
in Sports
大型活动制作
Major Event
Productions
粉丝体验和体育科技
Fan Experience and
Technologies
主题娱乐
Themed-
Entertainment
电影营销
Movie Marketing
营销与赞助
Marketing
&Sponsorships
目标市场
Target Markets
全球营销策略
Global Marketing
and Strategies
品牌管理和故事
Brand Management
and Story-Telling
数字和社交媒体营销
Digital and Social
Media Marketing
学习内容
Learning Topics
 学会如何营销一个产品并将其进行品牌定位
 了解并赢得目标市场
 借助国际化的战略来创造高价值的合作关系和持
续不断的收益
 掌握有效的方法来确定最佳赞助合作商
 学会如何为广大粉丝和客户打造超凡的极致体验
 Market and position a product as a brand
 Understand target markets and how to reach
them
 Leverage international strategies to create val-
uable partnerships and revenue streams
 Determine the best sponsorship partnerships
 Create a compelling fan and customer experi-
ence

5. 9:00 Campaign Strategy with Digital, Social, Trans-Media
10:15 Case Study Group Discussion
10:45 Group Presentations
11:30 Entertainment Marketing Review
12:15 Lunch
1:15 Global Sports Marketing Overview
1:45 Sports Sponsorships
2:15 Fan Experience & Major Events
3:00 Break
3:15 Case Study Overview
3:30 Guest Speaker from Sports Industry
4:30 Close
课程安排 Course Schedule
9:00 Welcome, Introductions, Course Agenda
9:15 Global Marketing Principles & Practices
9:45 Brand Management
10:30 Break
10:45 Global Entertainment & Marketing: Branded Storytelling in
Movies, Themed Entertainment, TV, Mobile
11:30 Understanding Target Markets
- Audiences, Fans & Customers
12:15 Lunch
1:45 Reaching Target Markets
2:15 Global Marketing Strategies
3:00 Break
3:15 Case Study Overview
3:30 Guest Speaker from Entertainment Industry
4:30 Close
9:00 Sports Fan Engagement Technologies
9:45 Risk Management in Sports
10:30 Break
10:45 Social Media in Sports - Best Practices
11:30 Guest Speaker from Sports Industry
12:30 Lunch
1:30 Case Study Group Discussion
2:00 Group Presentation
2:45 Sports Wrap-up
3:00 Break
3:15 Course Overview
4:00 Q&A Discussion / Close
第1天：2016年3月25日 Day 1: Friday, March 25, 2016
第2天：2016年3月26日 Day 2: Saturday, March 26, 2016
第3天： 2016年3月27日 Day 3: Sunday, March 27, 2016
9:00 欢迎致辞，课程介绍与课程安排
9:15 全球市场营销原理与实践
9:45 品牌管理
10:30 茶歇
10:45 娱乐营销：电影故事营销、主题娱乐活
动、电视媒体、移动媒体
11:30 了解目标市场 - 观众、粉丝和客户
12:15 午餐
13:45 接触目标市场
14:15 全球营销战略
15:00 茶歇
15:15 商业案例分析概述
15:30 娱乐界客座嘉宾演讲
16:30 课程结束
9:00 数字、社交和跨媒体的推广战略
10:15 案例分析小组讨论
10:45 案列分析分组陈述
11:30 娱乐营销总结
12:15 午餐
13:15 全球体育营销概述
13:45 体育赞助
14:15 粉丝体验与大型体育活动
15:00 茶歇
15:15 商业案例分析概述
15:30 体育界客座嘉宾演讲
16:30 课程结束
9:00 体育粉丝互动技术
9:45 体育风险管理
10:30 茶歇
10:45 社交媒体在体育中的运用-最优方法
11:30 体育界客座嘉宾演讲
12:30 午餐
13:30 案例分析小组讨论
14:00 案列分析分组陈述
14:45 体育营销总结
15:00 茶歇
15:15 课程回顾
16:00 问答环节/课程圆满结束

6. 畅销营销书作家: 《即时社交媒体营销的力量》
The Power of Real-Time Social Media Marketing
社交媒体教育家：现任职以下大学
加州大学洛杉矶分校推广教育部 (杰出教师)
加州大学洛杉矶分校安德森商学院媒体娱乐运动商业管理中心（UCLA MEMES Center）
印第安纳大学凯利商学院 （Kelley School of Business)
创始人兼执行总裁：格拉威力沙麦特公司(Gravity Summit LLC)-战略咨询服务
知名媒体记者：赫芬顿邮报（商务及科技专栏）
 关注微博：http://weibo.com/beverlymacy
 关注推特：www.twitter.com/beverlymacy
 演员工会网站视频采访：https://www.youtube.com/watch?v=HWB_oKuWONk
比华利·梅西女士在新兴技术、媒体发展趋势、物联网、大数据等领域均影响深远，思想极具前瞻性。作为作家、教育
家以及社交和数字媒体行业专家，她积累了丰富的行业经验，倾力帮助企业、品牌和个人建立行之有效的数字化商业战
略，在全球一体化的商业大环境中取得伟大成就。
梅西女士亦是商业畅销书《即时社交媒体营销的力量》的合著作者。该书帮助读者了解
如何通过数字和社交媒体来提升品牌价值或重新定义品牌，如何倾听消费者的所思、所
想及所求，以及如何有效量化所需投入的人力和物力。这本开创性的书籍已被超过20多
所大学列为教科书，亦受到诸多企业青睐，纳入企业图书馆。
梅西女士还是一位教育家，目前任教于加州大学洛杉矶分校、安德森管理学院媒体娱乐
运动商业管理中心及印第安纳大学凯利商学院。她于2010年获得了业界赫赫有名的杰出
导师奖（Distinguished Instructor Award），是加州大学洛杉矶分校里评价最高的导师
之一。此外，在即时数字媒体战略、大数据分析以及市场营销和品牌推广领域里，梅西
女士也是一名备受推崇的专业演讲家。
梅西女士曾为IBM、丰田、迪士尼（The Walt Disney Company）、施乐公司（Xerox
Corp）、联 合 健 康 集 团（United Healthcare）、高 通（Qualcomm）、波 音 公 司
（ Boeing）、万博宣伟（Weber Shandwick,）、阿斯顿·马丁（Astion Martin）等世
界500强企业提供过专业服务，并在施乐公司担任高管数十年，期间多次荣获市场营销
及销售业绩最高奖项。
比华利·梅西书籍的精彩评价：
 “媒体和营销界的必读书目”— 艾伦·科恩（Alan Cohen),OMD USA 公司的执行总裁
 “充分了解并借助社交媒体的力量对每位营销人员均至关重要。本书将引领你迈入这个勇敢者专属的全新领
域”— 约翰·米勒（John Miller)，NBC 环球电视集团首席行销官
 “无论你喜欢与否，社交媒体的时代已经到来。我们需要这了解它，学会如何有效管理它，并最终驾驭它。
本书将教你如何做到这些。 一定要读！”— 池志航博士，中国国际航空公司北美分部副总裁及总经理
课程导师 — 比华利·梅西
书籍：即时社交媒体营销的力量

7. Author of best-seller, The Power of Real-Time Social Media Marketing
Educator, UCLA Extension (Distinguished Instructor)
UCLA Anderson School of Management, MEMES Center
Kelley School of Business, Indiana University
Founder and CEO, Gravity Summit LLC, Strategic Advisory Service
Reporter, The Huffington Post (Business and Technology)
 Follow Beverly on Twitter: www.twitter.com/beverlymacy
 Follow Beverly on Weibo: http://weibo.com/beverlymacy
 Beverly at Screen Actors Guild: https://www.youtube.com/watch?v=HWB_oKuWONk
A recognized influencer and thought-leader in emerging technology, media trends, Internet of Things, Big Data and
more, Beverly Macy draws on her experience as author, educator and industry expert on the evolution of social and
digital media to help organizations, brands, and individuals build effective digital business strategies to succeed in
today’s globally connected business climate.
She is the co-author of The Power of Real-Time Social Media Marketing, a critical
best-selling business book for understanding digital and social media to strengthen
or redefine a brand, listen to what customers think, need, and want, and effectively
measure efforts. This ground-breaking book is now used in over 20 universities and
is on the shelves of many corporate libraries.
Beverly is an educator at UCLA Extension and the MEMES Center for UCLA Ander-
son School of Management, as well as Kelley School of Business, UI. She was
awarded the prestigious Distinguished Instructor Award in 2010. She is one of the
most highly rated instructors at UCLA Extension. She is a respected and highly-
sought after professional speaker on real-time digital media strategy, big data and
analytics, and marketing and branding.
She has worked with Fortune 500 companies such as IBM, Toyota, The Walt Dis-
ney Company, Xerox Corporation, United Healthcare, Qualcomm, Boeing, Weber
Shandwick, Aston Martin, and more. She spent over a decade at Xerox Corporation
as an executive, where she received top honors for sales and marketing efforts.
Stellar Reviews of Beverly Macy’s book:
 "A must read for media and marketers.” —Alan Cohen, CEO, OMD USA
 "Understanding what's possible and how to use social media will be essential for every marketer; this
book will hold your hand in this brave new world." —John Miller, CMO, NBC Universal TV Group
 "Like it or not, social media is here to stay. It needs to be understood, managed, and harnessed. This
book tells you how. Read it!" —Zhihang Chi, Ph.D., Vice President and General Manager, North Ameri-
ca, Air China Limited
Course Instructor-Beverly Macy
Book: The Power of Real-Time
Social Media Marketing

8. 课程导师 — 马克· 佛朗西斯
体育管理导师: 加州大学洛杉矶分校安德森商学院
职业体育商业专栏作家: 体育狂人杂志（TheSportsFreak.com）
专家: 粉丝体验与互动领域
职业演说家: 体育产业领域
顾问委员会主席: 非洲体育产业协会
主教练: 加州大学洛杉矶分校男子曲棍球队
马克拥有体育管理学的工商管理硕士（MBA）及文学硕士（MA）双学位，并持有高等学府教师资格证，现任加州大学洛
杉矶分校安德森商学院媒体娱乐运动商业管理中心（MEMES）体育产业导师、体育狂人杂志（SportsFreak）体育产业
专栏作家以及洛杉矶地区的体育管理顾问，专注于职业体育的营销和商业拓展。马克是粉丝体验与互动领域公认的专家，
并在大型活动策划、移动粉丝互动技术、社交媒体营销及投资回报率、品牌管理、市场营销和法律等领域颇有研究。
马克在体育学术理论、业务经营和管理及高效能教练等方面经验丰富，所以在其教学及商业关系领域，他都有大量的经验
可以传授。他经常被邀请就体育产业的各类话题发表演讲，近期刚在洛杉矶道奇棒球队/洛杉矶商会举办的体育技术论坛
上做了精彩演讲。此前，马克曾在比佛利山庄商会专家组论坛（ Beverly Hills Chamber of Commerce Panel）做过名为
“体 育 艺 术 谈 判”的 演 讲，还 于 多 伦 多 黄 金 时 刻 体 育 管 理 大 会（Prime Time Sports Management Conference
(Toronto)、洛杉矶KTLA电台以及查普曼大学法学院（Chapman University Law School）等地做过精彩演讲。得益于现
在和以往与众多高端体育组织的专业合作，他在体育产业的各个环节均建立了广泛的人脉。
马克现为非洲体育行业协会（African Sports Business Association）咨询委员会主席（Advisory Board Chair），并在两
家体育科技公司担任顾问。此外，他还是社区参与式互动的积极倡导者，自2010年来，一直担任UCLA男子曲棍球队的主
教练，并因此被选为美国西部八校联盟（PAC-8）2012年度教练两名候选人之一。2011年3月和2013年3月，马克两次担
任PAC-8精英队主教练，为该队参加费城举行的美国大学曲棍球全国锦标赛（ACHA National Championships）提供指
导。最近则刚刚结束了其为期2年的PAC-8男子曲棍球协会副执行董事任期。
职业演讲:
 2015年4月在太平洋大学(University of Pacific))就“体育粉丝互动技术”发表主题演讲
 2015年3月在加州州立大学长滩分校（Cal State University Long Beach）就“体育道德与社会媒体”发表演
讲
 2014年10月在SATE会议上担任“体育互动技术”讨论组的会议主持人
 2014年7月接受匹兹堡邮报（Pittsburgh Post-Gazette）就“美国国家大学体育协会授权计划”的采访
 2014年2月在美国国家橄榄球联盟（NFL Network）与加州大学洛杉矶分校安德森商学院举办的商业案例大赛
中担任学术裁判
 专业写作样本可在“体育狂人”网站查看：http://thesportsfreak.com/author/mark-francis/

9. Course Instructor — Mark Francis
Instructor in Sports Business, UCLA Anderson
Professional Sports Business Columnist, SportsFreak
Expert, in the field of Fan Experience & Engagement
Professional Speaker on Sports Business
Advisory Board Chair, African Sports Business Association
Head Coach, The Men’s Hockey program at UCLA
Mark holds an MBA and MA in Sports Administration as well as a Diploma in University Teaching. He works as an
instructor in Sports Business at UCLA Anderson’s Center for Managing Enterprise in Media, Entertainment and
Sports (MEMES) and Professional Sports Business Columnist for “SportsFreak,” and as a Sports Management Con-
sultant in Los Angeles where he focuses on Marketing and Business Development within the professional sports in-
dustry. A recognized expert in the area of Fan Experience & Engagement, Mark is a recognized expert and has sig-
nificant interests in large scale event production, mobile fan engagement technologies, social media marketing & ROI,
brand management, marketing and law.
Mark boasts a wealth of experience at all levels of sport from academic, business, administration and high-
performance coaching perspectives which enable him to speak from experience when it comes to his business rela-
tionships and teachings. He speaks regularly on numerous topics related to the Business of Sports having appeared
most recently at the LA Dodgers/LA Chamber of Commerce panel on Sports Technology, Beverly Hills Chamber of
Commerce Panel on the “Art of Negotiation in Sports,” Prime Time Sports Management Conference (Toronto), KTLA,
Chapman University Law School and so on. Through his current and prior professional associations with numerous
esteemed sports organizations, Mark has developed an extensive professional network throughout all levels of the
sports industry.
Mark also serves as Advisory Board Chair of the African Sports Business Association and he also serves on the
Board of Advisors for two sports technology companies. A dedicated supporter of community involvement, Mark has
served Head Coach of the Men’s Hockey program at UCLA since 2010 where he was selected as one of two finalists
for the PAC 8 Coach of the Year Award for 2012. Mark was also selected as Head Coach of the PAC-8 Selects at the
ACHA National Championships in Philadelphia in March of 2011 and 2013 respectively. He recently completed a 2
year term serving as the Associate Executive Director of the PAC 8 Men’s Hockey Conference.
Professional Speaking:
 Keynote presentation on Sports Fan Engagement Technology, University of Pacific, April 2015
 Cal State University Long Beach Presentation on Sports Ethics and Social Media March 2015
 2014 SATE Conference, Panel Moderator , “Fan Engagement Technologies,” October 2014
 Pittsburgh Post-Gazette – Interview on NCAA licensing programs. July 2014
 Academic Judge, NFL Network/UCLA Anderson Business Case Competition, Feb. 2014
 Professional Writing Samples on The SportsFreak: http://thesportsfreak.com/author/mark-francis/
 SATE 2014 Panel on Sports Technology You Tube: https://www.youtube.com/watch?v=Qjo5mw8wrBA

10. 注册信息:全球市场营销-以媒体、娱乐和体育产业为案例 2015年9月4日-6日
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