On the occasion of the 5 training days organized from October 15 to 19 at the School of Economics of Tor Vergata University of Rome for the professionals and students of modern communication, Marco Dalla Dea was invited to make a speech during the 17th edition of the module “Communication and Media: Strategies, Platforms, Operations in Sports Industry”.
Following a consolidated relationship, on Tuesday 16 October YAK Agency’s Managing Partner and PR Director taught a lesson for the University Master in Sport Marketing and Management with the title: “Sports Business: building brand awareness in the Chinese market”, aiming to provide participants with useful skills and instruments to elaborate and develop strategies and activities that guarantee a performing and dynamic online presence to brands, consistently with the current marketing and digital communication trends.
The speech was focused on the concept of brand awareness and on the fact that it is indissolubly connected to the socio-cultural context of the target, all the more so in a “faraway” market like the Chinese one. From the analysis of the facts that determine the brand awareness to the types of advertising campaigns that are used the most to increase brand awareness, the speech was focused on the specific case studies of some top sportswear players like Nike and Adidas and on the best practices of European teams and federations that are approaching the far east markets.
Co-founder of YAK Agency, the Italian agency specialized in sport, retail and tourism communication at the international level, Marco Dalla Dea has been working for over 10 years in the sector and has followed global events like Beijing 2008, London 2012, Rio 2016, Singapore 2010 and Nanjing 2014 Youth Olympic Games, as well as Expo Milano 2015. Together with the team of journalists, photographers, video makers and experts in web and traditional communication of YAK Agency, Marco Dalla Dea has just come back from Buenos Aires 2018 Youth Olympic Games and is already at work for Tokyo 2020.
The event featured also many representatives of some of the most important Italian sports properties, like Campopiano Pasquale (AC Community Manager), De Stefani Federica (Lawyer for sportdigitale.com) and Ortenzi Alessandra (Digital Marketing Specialist for the Italian Basketball Federation), and some of the most important Italian and international companies, like Russo Giovanni (Anthea Spa Marketing Manager) and Zanieri Dina (Director of external relations and communication of Enel).
5 days and 36 hours of stories and lessons to enable professionals and students to elaborate relevant issues concerning sport marketing, analyze the peculiarities of new media, web and social media marketing, and learn how to manage sports communication connected to brand management and press office.
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