HAMILTON TOWNSHIP SCHOOL DISTRICT 90 Park Avenue Hamilton, New Jersey Mercer County. Department of Curriculum and Instruction

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1 Business and Information Technology HAMILTON TOWNSHIP SCHOOL DISTRICT 90 Park Avenue Hamilton, New Jersey Mercer County Department of Curriculum and Instruction Sports & Entertainment Marketing Grades G2511 Board of Education approved: August, 2013

2 Table of Contents Page Acknowledgements. 2 Introduction.. 3 Description of Course 3 Pacing Guide... 4 Curriculum Overview Chart.. 11 Bibliography. 31 Acknowledgements Administration Dr. James Parla Dr. Michael Gilbert Mr. Joseph H. Slavin III Suzanne E. Diszler Superintendent of Schools Director of Curriculum and Instruction Director of Administration Curriculum Supervisor-Social Studies, World Languages and Business and Information Technology Curriculum Committee Members Mr. Michael J Bendorf Mr. Matthew Dempsey Mr. Ronald Yacyk Mr. Todd Jacobs Nottingham High School Hamilton High School-West Steinert High School Steinert High School 2

3 Purpose This guide has been prepared to meet the requirements of the Hamilton Township Board of Education and the New Jersey Department of Education. This document will serve as a guide for lesson planning. It sets forth a framework upon which each school can build a program suited both to the needs of the students and to the expectations of the community. Additional information can be found using the documents linked below: Teaching for Diversity Career and Technical Education Technological Literacy Philosophy of Education Character Education 21st Century Skills Assessment Strategies Course Description The second course in the Marketing program is Sports and Entertainment Marketing. The content in this course is devised to build on the skills covered in the Marketing Essentials course. Pre-requisite of Marketing Essentials is not required, but is strongly encouraged. Students will be introduced to the marketing skills necessary for application in the sports and entertainment industry. The course will highlight and expand on the functions of marketing. Major industries that will be covered are amateur and professional sports, television and movie, recreation and hospitality, and concert and arena productions. The specific concepts this course will cover include basic sports marketing, target marketing and segmentation, sponsorship, event marketing, promotions, sponsorship proposals, and sports marketing plans. This course will also discuss the components of promotion plans, sponsorship proposals and the key elements needed in sports marketing plans. During the course students will also complete a Virtual Business Sports simulation of a sports franchise giving them the opportunity to handle promotions, develop ticket-pricing strategies, evaluate stadiums and city locations, control stadium operations and staffing, find sponsors and licensing deals, and compete against each other to develop a first rate football franchise. The skills learned will provide further foundation for continuation into the Marketing II course, which is the third course in the Marketing program. Marketing II is a full year course with co-op component playing an integral part. *Students taking Sports and Entertainment Marketing also have the opportunity to participate in DECA (student marketing leadership organization). 3

4 PACING GUIDE Unit Objectives NSBE Recommended Duration What is Sports and Entertainment Marketing? The students will be able to explain how buying and selling practices impact consumer decisions. NSBE.M.I.1 NSBE.M.I.2 Approximately 1-2 weeks The students will be able to examine the use of economic principles and resources in making choices to satisfy needs and wants of individuals and families. NSBE.M.I.1 NSBE.M.I.2 The students will be able to define and describe marketing, sports marketing, entertainment and the function of marketing in the economy. NSBE.M.I.1 The students will be able to explain the Marketing Mix (the 4 P s of marketing: Product, Price, Promotion, Placement) NSBE.M.IV.A.3 NSBE.M.IV.A.4 The students will be able to define the six core standards of marketing (Distribution, Marketing-Information Management, Pricing, Product/Service Management and Promotion) NSBE.M.I.3 The Business of Sports and Entertainment The students will be able to analyze consumer decisions and determine how they affect the global / national economy. NSBE.M.I.4 Approximately 1-2 weeks 4

5 The students will be able to define profit and explain the profit motive. NSBE.M.IV.A.3 NSBE.M.IV.C.1 NSBE.M.IV.C.2 The students will be able to describe the types of economic utility (form, time, place, possession) NSBE.M.IV.A.3 The students will be able to define risk and describe the categories and classifications of risk. NSBE.M.IV.C.3 NSBE.M.IV.C.4 The students will be able to apply four strategies for risk management. NSBE.M.IV.A.3 The students will be able to define ethics and apply ethical standards to business case scenarios. NSBE.M.III.B.3 NSBE.M.III.B.4 The students will be able to apply common financial tools for financial analysis (forecast, budget, balance sheet, income statement) NSBE.M.IV.A.3 Sports and Entertainment Industries The students will be able to explain industries and discuss industry standards, norms, and trends. NSBE.M.II.B.3 NSBE.M.II.B.4 Approximately 1-2 weeks 5

6 The students will be able to explain special marketing tools including motivational speaking and writing and describe the benefits of sports camps and clinics. NSBE.M.IV.A.2.1 NSBE.M.IV.A.2.2 NSBE.M.IV.A.2.3 The students will be able to explain the role of travel and tourism in sports and entertainment and discuss the roles of resorts and theme parks. NSBE.M.II.B.3 NSBE.M.II.B.4 The students will be able to explain the international role of sports and entertainment marketing and discuss the challenges of international marketing. NSBE.M.III.F.3 Applying the Marketing Concept to Sports and Entertainment The students will be able to explain the marketing concept and the reasons for increased sports and entertainment options. NSBE.M.I.1 NSBE.M.I.2 Approximately 1-2 weeks The students will be able to explain the importance of understanding buyer behavior and collecting marketing information for decision making. NSBE.M.V.3 NSBE.M.V.4 The students will be able to define target markets and market segments, and describe how businesses use market segmentation. NSBE.M.III.B.3 NSBE.M.III.B.4 The students will be able to explain the importance of outstanding customer and what it means to establish a service culture. NSBE.M.II.B.4 6

7 Marketing- Information Management The students will be able to explain the purpose of marketinginformation management and describes careers in this field. NSBE.M.V.3 NSBE.M.V.4 Approximately 1-2 weeks The students will be able to explain the steps in the marketing research process and discuss the human factors in marketing research. NSBE.M.V.3 NSBE.M.V.4 The students will be able to explain electronic data collection and discuss the concept of data driven decisions. NSBE.M.V.3 NSBE.M.V.4 Sports and Entertainment Promotion The students will be able to describe the goals of promotion and list/define the four elements of promotion. NSBE.M.IV.D.1-4 Approximately 3 weeks The students will be able to list the steps involved in developing effective advertising and describe the use of product placement. NSBE.M.IV.D.1.2 The students will be able to define publicity and explain its role in creating a positive public image. NSBE.M.IV.D.3.3 The students will be able to describe various types of sales promotions. NSBE.M.IV.D.2.3 7

8 The students will be able to list and discuss the steps in developing a promotional plan, to include the importance of staying on top of promotional trends. NSBE.M.IV.D.2.4 The students will be able to explain the benefits and restrictions of sponsorship and endorsements. NSBE.M.III.A&B The students will be able to explain the promotional value of involvement in seasonal themed events and entertainment awards. NSBE.M.IV.D.3 Virtual Business Sports Marketing Simulation FRANCHISE LOCATION The students will understand the considerations necessary to locate a sports franchise. TICKET PRICING The students will explore the effect of ticket prices on attendance and revenue. NSBE.M.IV.B.3&4 On-going throughout entire course as supplemental to classroom material. NSBE.M.IV.C.2&3 PROMOTIONS The students will determine why and when different promotional give away strategies are used by sports franchises. NSBE.M.IV.D.2&3 8

9 MEDIA PLANNING The students will show an understanding of how to create a media plan using marketing research. NSBE.M.II.B.3 STADIUM PERSONNEL The students will explore the results when a stadium is over or understaffed for an event. NSBE.M.VI.3&4 STADIUM PARKING The students will isolate problems that result if there is not enough parking or lot staff to take care of customers. NSBE.M.VI.3&4 SPONSORSHIPS The students will negotiate sponsorship deals and understand the nature and value of different kinds of sponsorship possibilities. NSBE.M.IV.D.2.3 LICENSING The students will explore how licensing deals are structured, including terms and conditions. NSBE.M.IV.A.4.2&5 FINANCIALS The students will review and react to financial reports that are generated by sports franchises. NSBE.M.III.D&G PLAYER MANAGEMENT The students will manage the roster of their franchise, while taking into consideration player quality and economic conditions. NSBE.M.IV.B.5.3 9

10 TURNAROUND The students will identify problems in a sports franchise and be able to develop a plan to fix those problems. NSBE.M.VI.4 NEW FRANCHISE PROJECT The students will start a football franchise from scratch with the goal to guide the franchise to profit greater than $3,000,000 in one season. Movement on to more difficult levels will follow including weather and field conditions, loss of city incentives, and tougher economic times. WRITING BUSINESS PLAN FOR FRANCHISE OPERATIONS The students will create a business plan, including projected financials, for their sports franchise based on a template developed from industry sources. NSBE.M.VI.3&4 NSBE.M.VI.3&4 10

11 Overview Chart Unit: What is Sports and Entertainment Marketing? Essential Questions 1. Why is marketing important? 2. How does the marketing mix help the consumer? 3. Why are their core standards of marketing? Pacing: Approximately 1-2 weeks Enduring Understandings 1. Understanding basic marketing concepts and explore the value of entertainment and sports marketing in satisfying customers needs and wants. 2. Explaining how buying and selling practices impact consumer decisions. 3. Explaining the Marketing Mix (the 4 P s of marketing: Product, Price, Promotion, Placement) 4. How does sports marketing affect the economy? 5. What is sports marketing? 6. What are the impacts of advances in entertainment technology on entertainment marketing? Common Core Standards (NSBE) Content: NSBE MARKETING I FOUNDATIONS OF MARKETING: Recognize the customer-oriented nature of marketing and analyze the impact of marketing activities on individual, business, and society. NSBE.M.I.1-3 NSBE MARKETING IV THE MARKETING MIX: Analyze the Objectives: The students will be able to: Classroom Applications 1. Describe the basic concepts of marketing. 2. Explain the marketing mix. 3. Define the six core standards of marketing. 4. Define sports marketing. 5. Explain the value of sports marketing to the economy. 6. Define entertainment. 11

12 elements of the marketing mix, their interrelationships, and how they are used in the marketing process NSBE.M.IV.A Describe the impacts of advances in entertainment technology on entertainment marketing. Teaching Strategies/Materials: Textbook, PowerPoint Handouts, Internet, Speakers, Case Study, Virtual Business Sports Management Connections to other content areas, including 21 st CenturySkills: Computer Skills, Language Arts, Math Skills Differentiation Printed List of Pertinent Vocabulary Terms and Teacher Notes Strategies/Modifications: (i.e. Cooperative Learning ESL, Special Education, ALPS) Group/Individual Work Tailored to Interest and/or Ability. Modify Test/Quiz Questions to Student Reading Levels as Needed Extra Time if Necessary and Study Guides Peer Tutoring Visual Learning through the use of SmartBoards and Smart Responders, Internet Tutorials/Videos and TV Shows Unit Assessment Opportunities: Unit Test Problem Solving Activities (Critical Thinking Activities, Internet Research) Homework Quizzes Research Projects Student observation Project assessment exercises Virtual Business Sports Simulation Franchise Progression Resources: New Jersey Department of Education. Core Curriculum Content Standards National Standards for Business Education Kaser, Ken and Dotty Boen Oelkers, Sports and Entertainment Marketing, South-Western Cengage Learning: Mason, Ohio 2008 Virtual Business Sports Management, Knowledge Matters, Inc.: Florence, Maine ( Internet and newspaper articles 12

13 Unit: The Business of Sports and Entertainment Essential Questions 1. What is profit? 2. How is the profit motive important? 3. How do marketers use utility to satisfy customer needs? 4. What is meant by a controllable risk? Pacing: Approximately 1-2 weeks Enduring Understandings 1. Understanding the business behind sports and entertainment marketing including risk management, business ethics and financial analysis of different industries. 2. Analyzing consumer decisions and determining how they affect the global / national economy. 3. Defining profit and explaining profit motive. 4. Describing the different types of economic utility (form, place, time, possession, information) 5. Describe the four strategies for managing risk. 6. What is ethics? 7. How can unethical behavior impact businesses? 8. What are the three sources of revenue from sports and entertainment? 9. What is the purpose of a forecast? Common Core Standards (NSBE) Content: Objectives: Classroom Applications NSBE MARKETING III EXTERNAL FACTORS: Analyze the influence of external factors on marketing. The students will be able to: 1. Define profit and explain the profit motive. 2. Describe types of economic utility. 13

14 NSBE.M.III.B.3-4 NSBE MARKETING IV THE MARKETING MIX: Analyze the elements of the marketing mix, their interrelationships, and how they are used in the marketing process NSBE.M.IV.A.3 NSBE.M.IV.C Define risk and describe the categories and classifications of risk. 4. Name and describe four strategies for risk management. 5. Define ethics. 6. Discuss the impacts of unethical behavior. 7. Discuss sources of funding and revenue for sports and entertainment businesses. 8. Describe four tools for financial analysis. Teaching Strategies/Materials: Textbook, PowerPoint Handouts, Internet, Speakers, Case Study, Virtual Business Sports Management Connections to other content areas, including 21 st CenturySkills: Computer Skills, Language Arts, Math Skills Differentiation Printed List of Pertinent Vocabulary Terms and Teacher Notes Strategies/Modifications: (i.e. Cooperative Learning ESL, Special Education, ALPS) Group/Individual Work Tailored to Interest and/or Ability. Modify Test/Quiz Questions to Student Reading Levels as Needed Extra Time if Necessary and Study Guides Peer Tutoring Visual Learning through the use of SmartBoards and Smart Responders, Internet Tutorials/Videos and TV Shows Unit Assessment Opportunities: Unit Test Problem Solving Activities (Critical Thinking Activities, Internet Research) Homework Quizzes Research Projects Student observation Project assessment exercises Virtual Business Sports Simulation Franchise Progression Resources: New Jersey Department of Education. Core Curriculum Content Standards National Standards for Business Education Kaser, Ken and Dotty Boen Oelkers, Sports and Entertainment Marketing, South-Western Cengage Learning: Mason, Ohio 2008 Virtual Business Sports Management, Knowledge Matters, Inc.: Florence, Maine ( Internet and newspaper articles 14

15 Unit: Sports and Entertainment Industries Essential Questions 1. What are examples of subdivisions of industry? 2. Why are marketing decisions based on industry standards, norms, and trends? 3. How can a sports figure be successful in the motivational lecture circuit? Pacing: Approximately 1-2 weeks Enduring Understandings 1. Understanding the broad scope of sports and entertainment as a worldwide industry with many segments. 2. Applying special marketing tools to analyze and evaluate various industries. 3. Explaining the role of travel and tourism in sports and entertainment and discuss the roles of resorts and theme parks. 4. How can sports figures succeed in the publishing industry? 5. What is the purpose of promotion methods used for sports camps and clinics? 6. How do travel and tourism play a role in sports and entertainment? 7. How do resorts and theme parks play a role in entertainment? 8. How is sports and entertainment marketing portrayed internationally? 9. What are the challenges of international marketing? 15

16 Common Core Standards (NSBE) Content: Objectives: Classroom Applications NSBE MARKETING II CONSUMERS AND THEIR BEHAVIOR: Analyze the characteristics, motivations, and behaviors of consumers. NSBE.M.II.B.3-4 NSBE MARKETING III EXTERNAL FACTORS: Analyze the influence of external factors on marketing. NSBE.M.III.F.3 NSBE MARKETING IV THE MARKETING MIX: Analyze the elements of the marketing mix, their interrelationships, and how they are used in the marketing process The students will be able to: 1. Define industry and give examples of subdivisions of an industry. 2. Explain why marketing decisions are based on industry standards, norms, and trends. 3. Explain how a sports figure can be successful in the motivational lecture circuit and the publishing industry. 4. Explain the purpose of and promotion methods used for sports camps and clinics. 5. Explain the role of travel and tourism in sports and entertainment. 6. Discuss the roles of resorts and theme parks. 7. Describe the international role of sports and entertainment marketing. 8. Discuss the challenges of international marketing. Teaching Strategies/Materials: Textbook, PowerPoint Handouts, Internet, Speakers, Case Study, Virtual Business Sports Management Connections to other content areas, including 21 st CenturySkills: Computer Skills, Language Arts, Math Skills NSBE.M.IV.A Differentiation Strategies/Modifications: (i.e. ESL, Special Education, ALPS) Printed List of Pertinent Vocabulary Terms and Teacher Notes Cooperative Learning Group/Individual Work Tailored to Interest and/or Ability. Modify Test/Quiz Questions to Student Reading Levels as Needed Extra Time if Necessary and Study Guides Peer Tutoring Visual Learning through the use of SmartBoards and Smart Responders, Internet Tutorials/Videos and TV Shows 16

17 Unit Assessment Opportunities: Unit Test Problem Solving Activities (Critical Thinking Activities, Internet Research) Homework Quizzes Research Projects Student observation Project assessment exercises Virtual Business Sports Simulation Franchise Progression Resources: New Jersey Department of Education. Core Curriculum Content Standards National Standards for Business Education Kaser, Ken and Dotty Boen Oelkers, Sports and Entertainment Marketing, South-Western Cengage Learning: Mason, Ohio 2008 Virtual Business Sports Management, Knowledge Matters, Inc.: Florence, Maine ( Internet and newspaper articles 17

18 Unit: Applying the Marketing Concept to Sports and Entertainment Essential Questions 1. What is the central focus of the marketing concept? 2. Explain the reasons for increased sports and entertainment options. Pacing: Approximately 1-2 weeks Enduring Understandings 1. Understanding the marketing concept and the importance of creating and maintaining satisfying customer relationships. 2. Defining target markets and applying market segmentation. 3. What is the importance of understanding buyer beware when making marketing decisions? 4. List and describe the means of collecting marketing information for use in decision making? 5. Why are target market and market segment important for businesses? 6. How can businesses use market segmentation? 7. Why is outstanding customer service important? 8. What does it mean to establish a service culture? 18

19 Common Core Standards (NSBE) Content: Objectives: Classroom Applications NSBE MARKETING I FOUNDATIONS OF MARKETING: Recognize the customer-oriented nature of marketing and analyze the impact of marketing activities on individual, business, and society. NSBE.M.I.1-2 NSBE MARKETING II CONSUMERS AND THEIR BEHAVIOR: Analyze the characteristics, motivations, and behaviors of consumers. NSBE.M.II.B.4 NSBE MARKETING III EXTERNAL FACTORS: Analyze the influence of external factors on marketing. NSBE.M.III.B.3-4 The students will be able to: 1. Explain the central focus of the marketing concept. 2. Explain the reasons for increased sports and entertainment options. 3. Explain the importance of understanding buyer behavior when making marketing decisions. 4. List and describe means of collecting marketing information for use in decision making. 5. Define target market and market segment. 6. Describe how businesses use market segmentation. 7. Explain the importance of outstanding customer service. 8. Explain what it means to establish a service culture. Teaching Strategies/Materials: Textbook, PowerPoint Handouts, Internet, Speakers, Case Study, Virtual Business Sports Management Connections to other content areas, including 21 st CenturySkills: Computer Skills, Language Arts, Math Skills, Workplace Readiness, Economics NSBE MARKETING V- ACHIEVEMENT STANDARD: Analyze the role of marketing research in decision making. NSBE.M.V

20 Differentiation Strategies/Modifications: (i.e. ESL, Special Education, ALPS) Printed List of Pertinent Vocabulary Terms and Teacher Notes Cooperative Learning Group/Individual Work Tailored to Interest and/or Ability. Modify Test/Quiz Questions to Student Reading Levels as Needed Extra Time if Necessary and Study Guides Peer Tutoring Visual Learning through the use of SmartBoards and Smart Responders, Internet Tutorials/Videos and TV Shows Unit Assessment Opportunities: Unit Test Problem Solving Activities (Critical Thinking Activities, Internet Research) Homework Quizzes Research Projects Student observation Project assessment exercises Virtual Business Sports Simulation Franchise Progression Resources: New Jersey Department of Education. Core Curriculum Content Standards National Standards for Business Education Kaser, Ken and Dotty Boen Oelkers, Sports and Entertainment Marketing, South-Western Cengage Learning: Mason, Ohio 2008 Virtual Business Sports Management, Knowledge Matters, Inc.: Florence, Maine ( Internet and newspaper articles 20

21 Unit: Marketing-Information Management Essential Questions 1. What is the purpose of marketing-information management? 2. What careers are found for marketing-information management? Pacing: Approximately 1-2 weeks Enduring Understandings 1. Understanding how marketing-information management can help the sports and entertainment industry generate more revenue and potential customers. 2. Explaining the importance of making decisions based on solid data. 3. What steps are involved in marketing research? 4. What are the human factors in marketing research? 5. What options are there for electronic data collection? 6. Explain the concept of datadriven decisions. Common Core Standards (NSBE) Content: Objectives: Classroom Applications NSBE MARKETING V- ACHIEVEMENT STANDARD: Analyze the role of marketing research in decision making. NSBE.M.V.3-4 The students will be able to: 1. Explain the purpose of marketing-information management. 2. Describe careers in marketing-information management. 3. List and describe the steps involved in marketing research. 21

22 4. Discuss the human factors in marketing research. 5. Explain the options for electronic data collection. 6. Discuss the concept of data-driven decisions. Differentiation Strategies/Modifications: (i.e. ESL, Special Education, ALPS) Teaching Strategies/Materials: Textbook, PowerPoint Handouts, Internet, Speakers, Case Study, Virtual Business Sports Management Connections to other content areas, including 21 st CenturySkills: Computer Skills, Language Arts, Math Skills, Workplace Readiness, Economics Printed List of Pertinent Vocabulary Terms and Teacher Notes Cooperative Learning Group/Individual Work Tailored to Interest and/or Ability. Modify Test/Quiz Questions to Student Reading Levels as Needed Extra Time if Necessary and Study Guides Peer Tutoring Visual Learning through the use of SmartBoards and Smart Responders, Internet Tutorials/Videos and TV Shows Unit Assessment Opportunities: Unit Test Problem Solving Activities (Critical Thinking Activities, Internet Research) Homework Quizzes Research Projects Student observation Project assessment exercises Virtual Business Sports Simulation Franchise Progression Resources: New Jersey Department of Education. Core Curriculum Content Standards National Standards for Business Education Kaser, Ken and Dotty Boen Oelkers, Sports and Entertainment Marketing, South-Western Cengage Learning: Mason, Ohio 2008 Virtual Business Sports Management, Knowledge Matters, Inc.: Florence, Maine ( Internet and newspaper articles 22

23 Unit: Sports and Entertainment Promotion Essential Questions 1. What is the goal of promotion? 2. What are the four elements of promotion? 3. What are the seven steps involved in developing effective advertising? Pacing: Approximately 3 weeks Enduring Understandings 1. Describing the goals of promotion and listing the elements of promotion (defining). 2. Listing the steps involved in developing effective advertising and describing the use of product placement. 3. Defining publicity and explaining its role in creating a positive public image. 4. Describing various types of sales promotions. 4. Which three ways can a product placement deal be constructed? 5. How is publicity different from other types of promotion? 6. When using consumer sales promotions, what are some of the options available? Common Core Standards (NSBE) Content: NSBE MARKETING IV THE MARKETING MIX: Analyze the elements of the marketing mix, their interrelationships, and how they are used in the marketing process. NSBE.MKT.IV.D.1-4 Classroom Applications Objectives: The students will be able to: 1. Describe the goals of promotion. 2. List and define the four elements of promotion. 3. List and describe the steps involved in developing effective advertising. 4. Describe the use of product placement. 23

24 5. Define publicity and explain its role in creating a positive public image. 6. Describe various types of sales promotions. Teaching Strategies/Materials: Textbook, PowerPoint Handouts, Internet, Case Study, Virtual Business Sports Management Connections to other content areas, including 21 st CenturySkills: Computer Skills, Language Arts, Math Skills Essential Questions 1. What are the five steps in developing a promotional plan? 2. Where can one find sources of information for staying current with promotional trends? 3. What do sponsors expect in return for their investments? Enduring Understandings 1. Listing and discussing the steps in developing a promotional plan, to include the importance of staying on top of promotional trends. 2. Explaining the benefits and restrictions of sponsorship and endorsements. 3. Explaining the promotional value of involvement in seasonal themed events and entertainment awards. 4. How can the use of celebrity endorsers be both an advantage and a disadvantage? 5. What is the difference between a trade show and a themed event? 6. What are the four major entertainment awards? 7. Why are entertainment awards important? 24

25 Common Core Standard (NSBE) Content: Objectives: Classroom Applications NSBE MARKETING III EXTERNAL FACTORS: Analyze the influence of external factors on marketing. NSBE.MKT.III.A,B NSBE MARKETING IV THE MARKETING MIX: Analyze the elements of the marketing mix, their interrelationships, and how they are used in the marketing process. NSBE.MKT.IV.D.2&4 The students will be able to: 1. List the steps in developing a promotional plan. 2. Discuss recent promotional trends and ways to stay current with trends. 3. Explain the benefits of sponsorship to the sponsor. 4. Define endorsements and discuss their restrictions. 5. Explain the promotional value of involvement in seasonal themed events. 6. Explain the promotional value of entertainment awards. Teaching Strategies/Materials: Textbook, PowerPoint Handouts, Internet, Case Study, Virtual Business Sports Management Differentiation Strategies/Modifications: (i.e. ESL, Special Education, ALPS) Connections to other content areas, including 21 st CenturySkills: Computer Skills, Language Arts, Math Skills Group/Individual Work Tailored to Interest and/or Ability. Modify Test/Quiz Questions to Student Reading Levels as Needed Extra Time if Necessary and Study Guides Peer Tutoring Visual Learning through the use of SmartBoards and Smart Responders, Internet Tutorials/Videos and TV Shows Unit Assessment Opportunities: Unit Test Problem Solving Activities (Critical Thinking Activities, Internet Research) Homework Quizzes Research Projects Resources: New Jersey Department of Education. Core Curriculum Content Standards National Standards for Business Education Kaser, Ken and Dotty Boen Oelkers, Sports and Entertainment Marketing, South-Western 25

26 Cengage Learning: Mason, Ohio Virtual Business Sports Management, Knowledge Matters, Inc.: Florence, Maine ( Internet and newspaper articles 26

27 Unit: Virtual Business Sports Marketing Simulation Essential Questions 1. What major factors are there for determining a suitable sports franchise site? 2. How are demographics and infrastructure explored when determining a sports franchise site? 3. Why should sports franchises vary their ticket prices? 4. Why do sports teams offer give away items? 5. When do sports teams generally offer giveaways during a season (circumstances)? 6. What are the different avenues through which a business can reach potential customers? 7. What do media planners do? 8. What are the consequences of under (or over) staffing an event? Pacing: Ongoing throughout entire course as supplemental to classroom material Enduring Understandings 1. Understanding the considerations necessary to locate a sports franchise (population, income base, fan loyalty, community support, stadium capacity, sponsorship dollars, and infrastructure), and how it impacts ticket sales/profits. 2. Exploring the effect of ticket prices on attendance and revenue. 3. Determining why and when different promotional give away strategies are used by sports franchises. 4. Showing an understanding of how to create a media plan using marketing research. 5. Exploring the results when a stadium is over or understaffed for an event (Effects on profitability). 6. Isolating problems that result if there is not enough parking or lot staff to take care of customers. (Fines, accidents, loss of revenue because of delays in entry) 7. Negotiating sponsorship deals and understanding the nature and value of different kinds of sponsorship possibilities. 8. Exploring how licensing deals are structured, including terms and conditions. 9. Reviewing and reacting to financial reports that are generated by sports franchises. 10. Managing the roster of a franchise, while taking into consideration player quality and economic conditions. 11. Identifying problems, in a sports franchise, and being able to develop a plan to fix those problems. 12. Creating a business plan, including projected financials, for their sports franchise based on a template developed from industry sources. 9. What are some issues that occur if there is not enough parking available for an 27

28 event? 10. What is the importance of having enough parking attendants, fee collectors, and ticket takers for an event? 11. Why do companies want to sponsor teams? 12. What are some of the different sponsorship opportunities that can be offered by sports teams? 13. What are some things a team must consider when evaluating potential licensees? 14. What are the five main categories of expenses? 15. How can mismanagement of these categories affect profit (specifics)? 16. How does a salary cap work? What is it designed to do? 17. What are some things that can go wrong in a sports franchise? 28

29 Common Core Standards (NSBE) Content: Objectives: Classroom Applications NSBE MARKETING II CONSUMERS AND THEIR BEHAVIOR: Analyze the characteristics, motivations, and behaviors of consumers. NSBE.MKT.II.B.3 NSBE MARKETING III EXTERNAL FACTORS: Analyze the influence of external factors on marketing. NSBE.MKT.III.A,B,D&G The students will be able to: 1. Evaluate and choose a location for a sports franchise using market research and observation. 2. Explore the nature of ticket pricing and discover its importance in the success of a sports franchise. 3. Explore the importance of using promotional items to attract fans to a sports franchise. 4. Plan a media and advertising strategy to raise awareness of a sports franchise and create ticket sales. 5. Discover why staff levels at a stadium are so important to the success of a sports franchise. 6. Control the parking aspects of a sports franchise to insure all fans can get into stadium on time in order to maximize profit. 7. Explore the concepts behind the negotiation of sponsorship deals. 8. Evaluate licensing opportunities for a sports franchise, and observe the effect as a revenue source. NSBE MARKETING IV THE MARKETING MIX: Analyze the elements of the marketing mix, their interrelationships, and how they are used in the marketing process. NSBE.MKT.IV.A.4 NSBE.MKT.IV.B.3,4,5 NSBE.MKT.IV.C.2&3 NSBE MARKETING VI THE MARKETING PLAN: Describe the elements, design, and purposes of a marketing plan. 9. Explore the use of financial information to determine revenue, expenses, profits, and pinpoint problems. 10. Manage the roster of a sports franchise, while taking into consideration player quality and economic conditions. 11. Take over management of a troubled sports franchise, with the goal of identifying specific problems, and returning them to profitability. 12. Create a business plan, including projected financials, for a sports franchise based on a template developed from industry sources. 29

30 NSBE.MKT.VI.3&4 Teaching Strategies/Materials: Virtual Business Sports Management Guidebook and Software, Lesson Handouts, Internet Research Differentiation Strategies/Modifications: (i.e. ESL, Special Education, ALPS) Connections to other content areas, including 21 st CenturySkills: Computer Skills, Language Arts, Math Skills Group/Individual Work Tailored to Interest and/or Ability. Modify Test/Quiz Questions to Student Reading Levels as Needed Peer Tutoring Visual Learning through the use of SmartBoards and Smart Responders, Internet Tutorials/Videos Unit Assessment Opportunities: Problem Solving Activities (Critical Thinking Activities, Internet Research) Research Projects Resources: New Jersey Department of Education. Core Curriculum Content Standards National Standards for Business Education Virtual Business Sports Management, Knowledge Matters, Inc.: Florence, Maine ( Internet and newspaper articles 30

31 BIBLIOGRAPHY New Jersey Department of Education. Core Curriculum Content Standards National Standards for Business Education Sports and Entertainment Marketing, 3 rd Edition. Kaser, Ken and Oelkers, Dotty Boen. Thomson South- Western. Mason, OH Virtual Business Sports Management, Knowledge Matters, Inc.: Florence, Maine ( 31

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