South Plainfield Public Schools Sports & Entertainment Marketing Scope and Sequence of Curriculum Grades Date August 2011

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1 Unit (Domain): Part I: What is Sports and Entertainment Marketing? Essential Question(s): What seven key functions is the basis of all marketing activities? What is sports marketing? What is entertainment marketing? What strategies are used in sports and entertainment marketing? Describe the basic concepts of marketing. Enduring Understanding(s): Students will understand that the sports and entertainment industries fit into the marketing mix. Students will understand the most important component of marketing any product is satisfying consumer needs. 21 st Century Themes (Check all that apply): Global Awareness Environmental Literacy Health Literacy Civic Literacy x Financial, Economic, Business, and Entrepreneurial Literacy 21 st Century Skills (Indicate whether these skills are Encouraged, Taught, or Assessed in this unit by marking E, T, A, on the line before the appropriate skill.) E, T, A Creativity & Innovation E, T, A Critical Thinking & Problem Solving E, A Communication E, A Collaboration Standard: NJCCCS 9.1.A NJCCCS 9.1.B Skills Students will be able to: Describe the basic concepts of marketing. Define the seven key marketing concepts. Define sports marketing. Understand the importance of target markets. Identify sports marketing strategies. Understand why marketing Instructional Procedures/ Learning Activities Discussions with other students how entertainment marketing changed after television became popular. List at least 5 changes since 1945 and share with the class. You are the manufacturer of a new sports clothing line. Who is your target market? Choose a professional athlete to represent your company. Whom did you choose and Evidence of Learning (Formative and Summative) Quizzes on information learned. Final mastery test on unit. Projects and Oral presentations. Class participation. Resources Text Sports and Entertainment Marketing. Helpful Links for all sports and entertainment marketing and management. Interdisciplinary Connections Technology Math Language Arts Vocabulary Athletes Brand Image Competition Fan Identification Licensing Market Coverage Promotional Mix Elements

2 must relate to the specific audience. Relate advances in entertainment technology to changes in distribution. Recognize the power of television as a marketing tool. Describe marketing for the travel and tourism consumer. why? Using the Internet or sports publication, find and briefly describe three popular new recreational sports. They do not have to be team sports. To whom and how are these sports being marketed? You are a famous athlete whose image is on T-shirts. You will receive 5% of sales of any gear featuring your image. Sell your shirts for $18 in a local dept. store. Last quarter, 6,000 shirts were sold. How much will you earn from the sales of these shirts? You are a travel marketer in 1849 America. Your job is to promote migration to the West. Research such a trip, and write a one-page sales feature describing how your clients will travel, what they will bring, how long the trip will take and the dangers they will face. Now you are a travel marketer in the 21 st Century, and you want to praise modern travel. Using the information from the first project, write a paper

3 comparing the pioneer s trip with a modern-day trip. Use the same criteria. Standard: Skills Students will be able to: Instructional Procedures/ Learning Activities Evidence of Learning (Formative and Summative) Resources Interdisciplinary Connections Vocabulary

4 Standard: Skills Students will be able to: Instructional Procedures/ Learning Activities Evidence of Learning (Formative and Summative) Resources Interdisciplinary Connections Vocabulary

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6 Content Area: Business Education Course Title: Sports & Entertainment Marketing Grade Level: Unit Plan 1 What is sports & entertainment marketing? A. Marketing Basics B. Sports Marketing C. Entertainment Marketing 3 weeks Unit Plan 2 The Sports Industry A. College and amateur sports 1. Marketing Athletes 2. Economic impact of college athletes 3. Amateur Sports B. Professional Sports 1. Big League Sports 2. Attracting a professional team 3. Agents, managers, and ethics. C. Marketing products/services 1. Using sports to market products 2. Sponsorship 3. Promotion 4. Endorsements D. Public Images 6 weeks

7 1.Public Relations 2. Fans 3. Publishing/Speaking engagements E. Advancing the Cause 1. Community Service 2. Sports Camps 3. Workshops F. Sports Marketing 1. Marketing Firms 2. The Global Market 3. Careers in sports marketing Unit Plan 3 Entertainment/Recreation Industries A. The Entertainment Industry 1. Entertainment Profits 2. Distribution of entertainment 3. Marketing music/theater 4. Awards & annual events 5. Entertainment Marketing Careers B. Marketing Entertainment 1. Customized entertainment 2. Entertainment technology & marketing 3. World entertainment marketing C. Recreation Marketing 1. Recreation sports 4 weeks

8 2. Travel & tourism 3. Resorts & theme parks 4. Recreation marketing careers South Plainfield Public Schools Unit Plan 4 Marketing Plans A. Promotion B. Marketing research C. Develop a marketing plan D. The bottom line. Unit Plan 5 Legal issues for sports & entertainment A. Laws and contracts B. Unions C. Licensing 3 weeks 2 week Unit Plan 6 Date Created: 8/10/11 Board Approved on:

9 Unit (Domain): Part II: The Sports Industry 21 st Century Themes (Check all that apply): x Global Awareness Environmental Literacy Health Literacy Civic Literacy x Financial, Economic, Business, and Entrepreneurial Literacy Essential Question(s): Who sets regulations for collegiate athletics? Why are collegiate athletic rankings important? What is market segmentation? How have women s sports influenced product marketing? What can cause higher prices for tickets to sports events? How can a team be good for a city? How does the operation of a professional sports team differ from the operation of most other businesses in the US? What part do the stadiums or arenas play in a professional team? What do TV ads play in financing sports? Why would professional teams care about players behavior outside the working hours? How can unethical behavior impact the promotion of a product? What does a sponsor expect in return for its investment? What is niche marketing? What is a promotional plan? What are endorsements? How can athletes, fans, businesses and cities play in public relations? What must an athlete consider to make the charitable events successful? How have technological advances increased the popularity of sports? Enduring Understanding(s): Collegiate athletic events appeal to a different market than professional events. There are definite rules for collegiate athletics. Agents have a significant influence in professional sports. Sports figures are often used to endorse and market products. Public image is important for an athlete. 21 st Century Skills (Indicate whether these skills are Encouraged, Taught, or Assessed in this unit by marking E, T, A, on the line before the appropriate skill.) E, T, A Creativity & Innovation T,A, E Critical Thinking & Problem Solving E, A Communication E, A Collaboration Standard: NJCCCS 9.1.A, 9.1.B, 8.1 & 8.2 Skills Instructional Procedures/ Evidence of Resources Interdisciplinary Vocabulary

10 Students will be able to: Learning Activities Learning (Formative and Summative) Explain the importance of the NCAA. Understand the significance of team rankings in collegiate sports. Define market segmentation. Discuss the growing market surrounding women s college athletics. Understand the benefits of college sports to the home community. Identify benefits of sponsorship and licensing to a team. Explain the reasons for realignments of college conferences. Discuss marketing and sponsoring of amateur sports. Understand the economic benefits amateur sports. List three major sporting goods manufacturers. Determine the methods of advertising for each. Do you think each manufacturer could be more effective, explain. Think of a college sporting event you or someone you know attended. What were the prices of the tickets, food and beverages? Why are prices higher inside a sporting event? Some college or amateur athletes must decide whether or not to become professionals. List five questions that each should consider when making this decision. Taxpayers and cities spend millions of dollars to attract and keep professional sports teams. Should the players and owners be required to give something back to the cities? Explain. Understanding of topics Quizzes on information learned. Final mastery test on unit. Projects and Oral presentation. Class participation in discussions. Text: Sports and Entertainment Marketing. Workbooks. Helpful Links for all sports and entertainment marketing and management. Connections Technology Language Arts Math Fine and Performing Arts NCAA Market Segmentation Amateur athlete Licensing Economic Factors Diffusion of innovation Direct Competition Inelastic Demand Goal Goods Discuss the financial impact of professional sports. Write a paragraph discussing the merits versus the risks of a

11 Understand the role of sports agents. Explain ways professional sports organizations and their sponsors develop an athlete s character. Discuss promotion and its objectives. Discuss the importance of positive public relations. Evaluate how athletes can affect public perceptions. List advantages of fan clubs to both fans and athletes. Explain how the sports figure can be successful in the lecture circuit. Describe the steps in the creation of popular sports books. Describe the importance of charities and tournaments to the successful images of athletes and teams. Describe skills and personal characteristics for a career in sports marketing. company using a controversial athlete to endorse its products. How could the company s promotion plan succeed? How could it fail? Write a one-paragraph publicity feature about a popular brand of sports equipment. Remember that publicity if free. Then, change that feature into an advertisement that you will pay a magazine to publish. Explain how the two promotions differ. A new major sports store hired you to promote its grand opening. What special promotional items do you want on hand? Which athlete(s) will you want present to sign autographs, and why? What types of media advertising will you use? Choose a favorite product that you regularly purchase and develop a marketing campaign associating that product to your favorite sports league. Include at least three promotional strategies relating the product to the sport.

12 List three negative stereotypes about professional athletes and tell how the athletes can create positive images for themselves. Think of an incentive to get more consumers to purchase more skis at your sporting goods store. Explain your rationale. Design a magazine ad and a radio ad to promote Women s National Basketball Association to European countries. Suppose that you are a scout and have just discovered a top-rated college soccer player. Your job is to promote a national men s soccer team for the US. Devise a plan to entice this young man to become a new member and strengthen the team. Standard: Skills Students will be able to: Instructional Procedures/ Learning Activities Evidence of Learning Resources Interdisciplinary Connections Vocabulary

13 (Formative and Summative) Standard: Skills Instructional Procedures/ Evidence of Resources Interdisciplinary Vocabulary

14 Students will be able to: Learning Activities Learning (Formative and Summative) Connections

15 Content Area: Course Title: Grade Level: Unit Plan 1 Unit Plan 2 Unit Plan 3 Unit Plan 4 Unit Plan 5 Unit Plan 6 Date Created: Board Approved on:

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17 Unit (Domain): Part III: The Entertainment and Recreation Industries Essential Question(s): How are profits made in the entertainment industry? How can movie studios cut costs? What are the three major sources of entertainment distribution? How are movies marketed? What change caused the hip-hop culture to become more applealing to a mass audience? Why do artists want mass appeal? How is legitimate theater promoted? What are some ways of distributing music? What is the difference between a trade show and a seasonal or theme event? How will digital distribution increase revenue? What are some benefits of marketing entertainment to a small audience rather than to the masses? Why are Baby Boomers important to entertainment marketers? How is technology changing the distribution of entertainment? What does the global market mean for the entertainment industry? How do children s toys and movies serve as promotion for each other? Why do airlines operate their own web sites for ticket sales? How can travel agents attract customers away from web sites? Why do local governments, resorts, and theme parks cooperate with airlines? What is the advantage to resorts and theme parks of selling tickets and reservations online? Why does the economy around the world affect tourism pricing? In what areas does the future look bright for travel marketers? How does a community benefit from a hall of fame, theme park or resort? Why is recreation marketing a good field of employment? Enduring Understanding(s): The entertainment industry is unique There are many career opportunities in this industry. 21 st Century Themes (Check all that apply): x Global Awareness Environmental Literacy Health Literacy Civic Literacy 21 st Century Skills (Indicate whether these skills are Encouraged, Taught, or Assessed in this unit by marking E, T, A, on the line before the appropriate skill.) E, T, A Creativity & Innovation T, E,A Critical Thinking & Problem Solving E, A Communication E A Collaboration

18 x Financial, Economic, Business, and Entrepreneurial Literacy Standard: NJCCCS 9.1.A, 9.1.B, 8.1, 8.2 Skills Instructional Procedures/ Students will be able to: Learning Activities Explain profit and costcutting strategies in the motion picture industry. Calculate film revenue. Discuss the importance of foreign markets for movies. Describe financing in auto racing. Understand the different kinds of entertainment distribution. Discuss the legalities of music distribution. Explain the promotional value of entertainment awards. Discuss ways in which entertainment is distributed. Describe customized entertainment marketing for Baby Boomers. Name benefits to the viewer/consumer of a TV show or channel devoted entirely to that person s market segment. Businesses run ads at the start of a movie. If you were a business owner would you advertise this way. Explain. Parents in every generation are shocked by the music of their children. Discuss your parents shock at your choice of music. Prepare a one-page promotional piece to persuade your parents that your music has value. Think of local businesses. Choose one that could market its products globally. Make a short outline of creative promotional ideas that would appeal to an overseas audience. Argue either for or against Evidence of Learning (Formative and Summative) Quizzes on information learned. Final mastery test on unit. Projects and Oral presentations. Class participation in discussions. Resources Text: Sports & Entertainment Marketing Workbooks Helpful Links for all sports & entertainment marketing and management. Interdisciplinary Connections Technology Language Arts Math Social Studies Vocabulary Auto racing Distribution Promotional Value Customized entertainment marketing Baby Boomers Market Segment

19 Understand global distribution of entertainment. Examine marketing strategies based on changing demographics. Apply market information to recreational events. Understand how technology has changed travel marketing. Comprehend the magnitude of modern travel. designing a movie around the potential to sell related toys to children. Explain how a TV program might benefit from a simultaneous Internet program. Think of people you know over 50. What do they do for recreation? To what destinations do they travel? Understand the importance of partnerships between airlines and recreation destinations. Discuss the popularity of halls of fame as destinations. Develop a recreation career plan.

20 Standard: Skills Students will be able to: Instructional Procedures/ Learning Activities Evidence of Learning (Formative and Summative) Resources Interdisciplinary Connections Vocabulary

21 Standard: Skills Students will be able to: Instructional Procedures/ Learning Activities Evidence of Learning (Formative and Summative) Resources Interdisciplinary Connections Vocabulary

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23 Content Area: Course Title: Grade Level: Unit Plan 1 Unit Plan 2 Unit Plan 3 Unit Plan 4 Unit Plan 5 Unit Plan 6 Date Created: Board Approved on:

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25 Unit (Domain): Part IV: Marketing Plans Essential Question(s): How do companies determine which medium to use for advertising? How is the cost for television advertising determined? Besides advertising, what are other types of promotion? Why do TV stations need to know their viewers likes and dislikes? What is meant by a sample in marketing research? What is the mission statement of the company? What are the different levels of profit? How do owners charge for sports-related licenses? Enduring Understanding(s): Students will understand that marketing strategies must be planned. Students will understand that advertising has a purpose. 21 st Century Themes (Check all that apply): Global Awareness Environmental Literacy Health Literacy Civic Literacy x Financial, Economic, Business, and Entrepreneurial Literacy 21 st Century Skills (Indicate whether these skills are Encouraged, Taught, or Assessed in this unit by marking E, T, A, on the line before the appropriate skill.) E, A Creativity & Innovation T, E, A Critical Thinking & Problem Solving T, E Communication E, A Collaboration Standard: NJCCCS 9.1.A and 9.1.B Skills Instructional Procedures/ Students will be able to: Learning Activities Evidence of Learning (Formative and Summative) Resources Interdisciplinary Connections Vocabulary Explain the purpose of advertising. Understand the elements of promotion. Define the purpose of marketing research. Comprehend the purpose of a marketing plan. Understand the human Develop ten questions a firm considering advertising during a college basketball game might want answered about the people who watch the game on TV. Consider the Millennials, the group of people born after Name 15 products or service this group will want and need Class discussion and participation. Quizzes on information learned. Final mastery test on unit. Projects and Oral presentations. Text: Sports and Entertainment Marketing Text S & E workbooks. Internet Links. Guest speakers for appropriate topics. Technology Language Arts Math Advertising Promotions Marketing Research

26 element of marketing research. Comprehend the purpose of a marketing plan. Understand the components of a strategic marketing plan. Comprehend the profit motive behind sports & entertainment marketing. Understand types of financing related to sports and entertainment marketing. within the next decade. How will sports and entertainment market researchers learn about these consumers? Copy three print ads or record three TV ads for S& E products or events. Examine the components of the ads and list the items below for each. Then answer the question? Is this ad targeted at me? Give a brief explanation of why or why not.

27 Standard: Skills Students will be able to: Instructional Procedures/ Learning Activities Evidence of Learning (Formative and Summative) Resources Interdisciplinary Connections Vocabulary

28 Standard: Skills Students will be able to: Instructional Procedures/ Learning Activities Evidence of Learning (Formative and Summative) Resources Interdisciplinary Connections Vocabulary

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30 Content Area: Course Title: Grade Level: Unit Plan 1 Unit Plan 2 Unit Plan 3 Unit Plan 4 Unit Plan 5 Unit Plan 6 Date Created: Board Approved on:

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32 Unit (Domain): Part V: Legal Issues for Sports and Entertainment Essential Question(s): Why must marketers be concerned with limiting heir risks? Whom do copyright laws protect? Why would labor conflicts hurt the promotion of a sport? How do strikes affect a sports team financially? Why is the revenue from licensed merchandise so important to sports teams? Why do teams change the designs and colors of their uniforms and logos? Enduring Understanding(s): Students will understand that there are many laws governing sports and entertainment. Students will understand that laws have a major impact on marketing sports and entertainment products. 21 st Century Themes (Check all that apply): Global Awareness Environmental Literacy Health Literacy Civic Literacy x Financial, Economic, Business, and Entrepreneurial Literacy 21 st Century Skills (Indicate whether these skills are Encouraged, Taught, or Assessed in this unit by marking E, T, A, on the line before the appropriate skill.) E, T, A Creativity & Innovation E, T, A Critical Thinking & Problem Solving E, A Communication E, A Collaboration Standard: NJCCCS 9.1A; NJCCCS 9.1.B Skills Instructional Procedures/ Students will be able to: Learning Activities Evidence of Learning (Formative and Summative) Resources Interdisciplinary Connections Vocabulary Understand risk management in sports and entertainment marketing. Recognize the importance of copyright laws. Should people who voluntarily engage in dangerous activities, such as moshing, be able to sue event promoters, artists, and property owners? Why or why not? Should people who get Class discussion. Quizzes on information learned. Final mastery test on unit. Projects/Presentations. Text: Sports & Entertainment Marketing. S & E Workbooks Internet Links. Guest speakers. Technology Language Arts Math Social Studies Contingency framework for strategic sports marketing. Diffusion of innovation

33 Discuss the need for contracts. Analyze the public relations impact of labor laws on sports. Assess the financial harm that strikes may cause a sport. Explain licensing. Describe the financial value of licensing sports and entertainment merchandise. South Plainfield Public Schools hurt be able to sue a performing artist if the artist encouraged the behavior? Explain your answer. Given the events that unfolded at the Indiana State Fair, with the collapse of the stage due to a gust front that preceded a thunderstorm, who would be held liable for injuries and fatalities? Explain the statement, Success in business requires a partnership between labor and management. Write a promotional plan for a sports team to use for the first two weeks after a lengthy strike or lockout in which many games have been missed. Include ideas for advertising, publicity, sales promotion, and personal selling. Your plan has two goals: to bring back angry fans and to increase the number of new fans. Research the World Series scandal of 1919 and summarize it in one page. Empathy Fad Goal Licensing Personal Seat Licenses (PSIs) Public relations Quota sampling Sanctioning bodies Stadium factors Trademarks

34 Then imagine you are the promoter in charge of making baseball right with the public again. Explain your strategy. Use the Internet to research the purpose of contracts. Write a twopage summary about the types of contracts related to sports and entertainment. Cite your sources. Discuss the recent NFL Lockout, and how it has affected the 2011season. Standard: Skills Students will be able to: Instructional Procedures/ Learning Activities Evidence of Learning (Formative and Summative) Resources Interdisciplinary Connections Vocabulary

35 Standard: Skills Students will be able to: Instructional Procedures/ Learning Activities Evidence of Learning (Formative and Summative) Resources Interdisciplinary Connections Vocabulary

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37 Content Area: Course Title: Grade Level: Unit Plan 1 Unit Plan 2 Unit Plan 3 Unit Plan 4 Unit Plan 5 Unit Plan 6 Date Created: Board Approved on:

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