국제교류실에서 알립니다.

우리 경영대학과 협정교인, 스페인 IE Business School에서 교수님께서 우리대학에 직접 오시어  특별강연을 진행할 예정이오니,

경영대학 여러분의 많은 참석바랍니다.


Title “Nike and Adidas: communication strategies for major sports events”.

 Abstract: Communication strategies used by Nike and Adidas in major sports events have similarities and differences even when both companies are targeting the same segments. Through the analysis of major soccer events, we will analyze the way in which two major sport brands communicate their messages and project their intended position in the sport market. We will also review what is behind advertising as a crucial communication tool.

교수: Eduardo Fernández-Cantelli

efernandez-cantelli@ie.edu

The three years he spent working as marketing manager for the Basketball Section at Real Madrid, Europe’s most successful football club, had a profound effect on Eduardo Fernández-Cantelli’s thinking as a marketing professor and teacher of the Sports Marketing Elective at Instituto de Empresa. Those were years during which the club was going through a dramatic brand expansion. “Real Madrid is (and expected to be) a pioneer,” he says. “Apart from Manchester United, no team has ever had an understanding of how you can develop the emotional relationships with a football brand.”

What really interests Prof Fernández-Cantelli from a marketing standpoint is the fact that, while in the US sport is conceived as entertainment, emotional attachment is what drives sports consumers in Europe. “That’s interesting in the way you segment the sport market and develop a marketing strategy, because it’s not based on income levels but on the commitment to the team,” he says. “This is an underdeveloped area but it is evolving, and in the next few years marketing efforts are going to be increasingly focused on understanding how consumers relate to sports.”

At the same time, Prof Fernández-Cantelli is examining the way sporting events can help countries, cities or companies to position themselves and create a brand image. He cites the example of the America’s Cup and the opportunity it presents for city officials and local organisations to create a brand for Valencia.

Prof Fernández-Cantelli believes that his work on sports marketing has broader implications for the corporate world. “I bring insights into sports marketing, sponsorships and promotions,” he says. “But these areas are certainly applicable to other areas of business.”

Academic Background
PhD in Sport Management, University of Minnesota, USA
MA in Sport Management, University of Minnesota, USA
BSB in Business Administration, University of Minnesota, USA
Diploma in Management Sciences, Universidad de Oviedo, Spain

Corporate Experience
Partner-Consultant, Soporte y Asesoramiento Deportivo S.L. Madrid, Spain, 2002 to present
Marketing Manager, Basketball Section, Real Madrid Football Club, Madrid, Spain, 2001 to 2002

IE대학관련: www.ie.edu/university


강연일: 11월 5일 (금)   오후 2시~3시(3시30분)

장소: 경영대학 SK신관 3층 331호

다과 및 음료제공


*참석희망자 분들은, 참가여부를 이메일로 먼저 알려주시기 바랍니다.

 (excba@snu.ac.kr)

 감사합니다.