Multiple Category Scope and Sequence: Scope and Sequence Report For Course Standards and Objectives, Content, Skills, Vocabulary

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1 Multiple Category Scope and Sequence: Scope and Sequence Report For Course Standards and Objectives, Content, Skills, Vocabulary Monday, August 18, 2014, 9:45PM District Basic Sports & Entertainment Marketing ( ) Collaboration Unit The World of Sports and Entertainment Marketing (Week 1, 4 Weeks) Course Standards and Objectives UT: CTE: Marketing Education, UT: Grades 9-12, Sports Entertainment Marketing A Standard 1 Students will discover the world of sports marketing and the use of marketing to promote sports and non-sports businesses in sports. Objective 1 Identify and understand the components of the marketing mix as it relates to sports marketing. a. Define sports marketing, marketing, exchange, producer, consumer, etc. b. Describe the Four (4) Ps of sports marketing. c. Explain the marketing functions and activities related to each. - Define & explain marketing functions (7). Objective 2 Identify reasons a sports property would utilize marketing. a. Describe activities to market a sports property. - Define and/or simulate sports properties and marketing of sports. b. Understand why teams utilize marketing. Content Skills Vocabulary Students will discover the world of sports marketing and the use of marketing to promote sports and nonsports businesses in sports Students will be able to identify concepts, the functions, and practices of marketing as it pertains to the sports industry. Sports Marketing Marketing Mix Exchange Producer Consumer 7 Functions of Marketing Obj. 2 Marketing of Sports Sports Marketing Activities Sports Properties Teams Leagues Venues Athletes Sports Agents Sports Intermediaries Fans Front Office

2 c. Distinguish the different roles of people in sports. Objective 3 Identify reasons a company would utilize sports marketing. a. Describe activities to market non-sports products using sports. b. Explain reasons for using sports as a medium for promotion. - Define: borrowed equity, promotion, and marketing through sports. Objective 4 Compare components of the event triangle and summarize exchanges for each. a. Identification of the components of the event triangle: event, sponsor, fan. b. Describe the exchanges developed in the event triangle. c. Explain the effects of media broadcasting on the event triangle. Obj. 3 Marketing through Sports Corporate Marketing Activities through Sports Borrowed equity Promotion Obj. 4 Event Triangle (event, sponsor, fan) Event Triangle Exchanges Media Broadcasting DECA (Week 1, 18 Weeks) Students will understand Students will: 1) develop interpersonal skills as well what DECA is and why as leadership skills; 2) acquire professional participation in DECA can development; and 3) gain opportunities to provide enhance their educational as community service. well as interpersonal-skills experience/growth. DECA Interpersonal Skills Leadership Skills Competition Professional Development The Role of Fans (Week 4, 3 Weeks) UT: CTE: Marketing Education, UT: Grades 9-12, Sports Entertainment Marketing A Standard 2 Students will assess the fan s role in sports marketing as a spectator & consumer. Students will gain Students should be able to identify different levels of an understanding of the fans as well as types of sporting events including: fans' role in sports marketing - Amateur, professional, other; as a spectator and - Organized and un-organized sports consumer. They should also be able to recognize various ways Community Service Athletes Agents

3 Objective 1 Illustrate the role of the fan as a sports participant. a. Recognize reasons why fans attend sporting events. b. Discuss the interests and attraction of sports for fans. c. Determine and discuss fan motivation and attraction to sports. d. Explain and evaluate fan attendance factors e. Compare and contrast audience, consumers, customers - Identify different types of consumers. f. Identify sports fans as valuable target markets. - Define: athlete, agent, market segment, specific target segments, etc. Objective 2 Distinguish between different types of sporting events. a. Identify and define types of sporting events. - Amateur, professional, other. - Organized and unorganized sports. Objective 3 Recognize various ways that fans can be part of a sport audience. a. Explain stadium as place of distribution. - Define: attendance, gate, distribution, fanfun event, etc. b. Discuss media that fans can be part of a sport audience and explain stadiums/sports venues as places of distribution. Finally they should be able to discuss various choices of media distribution for different sporting/entertainment events. Fans Audience Spectator Sports Participant Sports Consumers Customers -tickets -merchandise -media Market Segmentation -Demographic -Psychographic -Geographic -Behavioral Target Market Target Marketing Amateur Sports Professional Sports Organized Sports Unorganized Sports Distribution Ticketing

4 distribution of events. c. Identify ways for fans to be involved in events. - Identify event purchases ticketing and media purchases. - Discuss consumer media purchases (ie. DIRECTV & Satellite, Pay-Per-View). -pricing -scalping -service fees Middle Man -wholesaler -distributor -retailer Attendance Gate (receipts) Fan-Fun Events Ancillary Events Concessions Electronic Media -radio -television -internet Broadcast Rights Ad Time Ratings Revenue Sharing Media Receipt Consumer Media Purchases (DIRECTV, Satellite, Pay-Per- View)

5 Promotion (Week 7, 3 Weeks) UT: CTE: Marketing Education, UT: Grades 9-12, Sports Entertainment Marketing A Standard 5 Students will discover the importance and elements used in developing a promotion mix to market sports businesses. Students will discover the importance and elements used in developing a promotion mix to market a sports property and/or specific event. Students should be able to identify successful promotional mix elements and be able to explain the key components as well as when and where different elements would/should be incorporated. They should also be able to develop a promotion plan for an event or sports property. Promotion Communication Process Sender Receiver Objective 1 Identify the roles and types of promotions. a. Determine sports marketing purposes for promotions. b. Recognize and discuss the role of promotion. c. Identify components of the promotion mix: advertising, personal selling, sales promotion, and sponsorship. d. Recognize and discuss media types, advantages, and limitations. - Internet - Newspapers - Television - Direct mail - Radio - Magazines - Outdoor - Other Objective 2 Identify the components of a promotion mix for a sports marketing event or property. a. Determine a corporate partner s promotion mix for a certain event/property. b. Develop an event promotion mix for a certain event/property which includes public relations, sales promotions, advertising, and Message Message Channel Feedback Mass Communication Promotional Mix Advertising Print Media -Newspapers -Magazines -Yellow Pages -Direct Mail -Coupons -Outdoor advertising -Ambient advertising Broadcast Media -Radio -Television -Internet

6 sponsorship. Objective 3 Develop a promotion plan for an event or sports property. a. Develop for a sports event the components of a promotion plan following DECA Guidelines for Advertising-Promotion Plan. - Promotions and advertising should promote the event to fans. - Personal selling efforts should be reflective of a sports property. b. DECA components of a promotion plan c. Itemized list of DECA Promotion plan components include: - Target market, media selection, budget, advertising schedule and campaign. - Ad layouts and commercials. - Reference DECA website as a resource and for performance indicators: - -Cinema Publicity Public Relations Personal Selling Sale Promotion -contests -sales events -premiums -free samples Promotional Plan Visual Merchandising Venue decorations Promotional Mix Public Relations Sale Promotions -ticket sales campaign -contests -sales events -premiums -giveaways Advertising

7 Sponsorship Promotion Plan DECA DECA Guidelines DECA Promotion Plan components -target market -media selection -budget/budgeting considerations (competitive parity, percentage of sales, objective and task) -advertising plan -press/news release - TV storyboard -radio script -internet/e-commerce advertising -advertising schedule -ad layout -commercials -print ads (newspaper, magazine, direct mail) -sports websites -sports blogs -outdoor/transit

8 advertising -Venue advertising Retailer Promotion In-Game Give Away Group/Season Sales Campaign Corporate Sponsors (Week 10, 3 Weeks) UT: CTE: Marketing Education, Students will assess the role UT: Grades 9-12, Sports of corporate partners Entertainment Marketing A (sponsors) in sports Standard 3 marketing. Students will assess the role of corporate partners (sponsors) in sports marketing. Objective 1 Identify the role & components of sponsorships. a. Describe reasons a company would be involved in an event or sports property. - Define: business entity as a corporate partner; sponsorship as a process, etc. b. Use goals of sponsorship to develop/assess effective sponsorships. - Sales opportunities, merchandising, flowthrough/pass through rights - Image development, matching w/ event, branding - Target marketing research & audience, traits - Relationships hospitality & its use in Students should be able to identify and understand why businesses would sponsor a sports property including: 1) determining sponsorship goals & objectives & their use in sponsorships; and 2) recognizing major goals of sponsorship. They should also be able to perform a SWOT analysis for a known sports property or event. Performance Indicators Corporate Sponsorship -direct -indirect Sponsorship Goals -brand awareness/image -visibility -promotion -target marketing -increased sales -customer/public relations -competitive edge Event Exclusivity Ambush Marketing Sponsorship Leveraging Sponsorship Budgeting -objective and task

9 customer relationships - Awareness visibility, promotion c. Identify & discuss the desire for event exclusivity importance in sponsorship. d. Investigate ambush marketing, its use, appeal, and ethical considerations. e. Illustrate how sponsors leverage sponsorship to maximize investments. Objective 2 Identify and understand why businesses would sponsor a sports property. a. Determine sponsorship goals & objectives & their use in sponsorships. b. Recognize major goals of sponsorship. - Increase sales; 2) develop image; 3) reach target markets; 4) develop target market relationships; 5) create brand & corporate awareness. c. Understand and discuss the concept of borrowed equity. Objective 3 Discuss sponsorship evaluation methods and measurement. a. Discuss SWOT concept & evaluation applications in sponsorship. b. Identify measurement opportunities. -sales percentage -arbitrary allocation Sponsorship Acquisition Sponsorship Implementation and Evaluation Results driven marketing -tangible -intangible Sponsorship Goals -brand awareness/image -visibility -promotion -target marketing -increased sales -customer relations -competitive edge Borrowed equity SWOT analysis Evaluation application Return on Investment (ROI) Feasibility study Sponsorship UT: CTE: Marketing Education, UT: Grades 9-12, Sports Students will discover the importance and elements Students should be able to identify the various components of a sponsorship proposal. Sponsorship

10 Proposal 11, 2 Weeks) (Week Entertainment Marketing A Standard 6 Students will discover the importance and elements used in developing a sponsorship proposal to attract non-sports businesses to sporting events. Objective 1 Identify the need for sponsorship planning (marketing through sports). a. Investigate importance and use of marketing plans in sports. b. Explore existing marketing plans and their application in industry. Objective 2 Develop a sponsorship proposal for a sports event or property. a. Identify and discuss target marketing efforts of sponsors to fans at events. b. Identify and discuss the components of sponsorship proposals. c. Develop a sponsorship proposal for a sports marketing event. - Include the required components provided for the proposal: Description of the event or property offered for sponsorship List of sponsorship objectives that match sponsor needs List of sponsorship components (ie rights, benefits, or inventory) Pricing of used in developing a sponsorship proposal to attract non-sports businesses to sporting events. -category -clutter -leveraging Sponsorship Planning Signature Sponsor Marketing Plans Sponsorship proposal -description of event/property -sponsorship objectives -components (rights, benefits, inventory, pricing, etc.)

11 sponsorship Event Marketing Weeks) (Week 14, 4 UT: CTE: Marketing Education, UT: Grades 9-12, Sports Entertainment Marketing A Standard 4 Students will assess the importance of event marketing and entertainment in sports. Objective 1 Define and explain event components and sports properties. a. Explain event marketing applications to all components of event. - Define: stadium, venue, team, league, athlete, event, etc. Objective 2 Identify and design components of an event. a. Concessions b. Merchandising opportunities c. Seating d. Staffing & training e. Personal Seat Licenses, Luxury Boxes, & season tickets Objective 3 Identify & incorporate Sportscape in event marketing considerations. a. Define Sportscape all elements of marketing that make a game more than a game. b. Explore elements: aesthetics, music, color, smells, lighting, motion. c. Explore elements: parking, comfort, sponsor marketing, signage. Students will assess the importance of event marketing and entertainment in sports. Students should be able to identify & incorporate "Sportscape" in event marketing considerations including all elements of marketing that make a game more than a game. This would include, but not be limited to, elements such as: aesthetics, music, color, smells, lighting, motion as well as parking, comfort, sponsor marketing, and signage. Finally, students should understand the nature of luxury boxes from both the team as well as sponsor angles. Event Marketing Sports Property Stadium/Venue Team League Athlete Event Ticketing -ticket categories -packages -season tickets -luxury boxes -Personal Seat License Concessions Merchandising (retailer) Event Staffing Event Training Sportscape -aesthetics -music -color

12 d. Explore luxury box opportunities: for team & for sponsor. -smells -lighting -motion -parking -fan comfort -signage -sponsor events -venue themes (whiteouts-fireworks, etc.) Event marketing evaluations -SWOT analysis -ROI -ticket sales -fan reaction -consumer surveys Sports Marketing Plan (Week 11, 7 Weeks) UT: CTE: Marketing Education, UT: Grades 9-12, Sports Entertainment Marketing A Standard 7 Students will discover the processes used in developing a sports marketing plan for a team or event. Objective 1 Determine the components of a sports marketing plan. a. Components should include promotion plan & sponsorship proposal completed in Students will discover the processes used in developing a sports marketing plan for a team or event. Students will be able to prepare a sports marketing plan for a team or event. They should be able to identify and explain all of the following required marketing plan components: - Executive Summary - Introduction - Situation Analysis - Target Market Identification - Goals - Strategies - Implementation - Evaluation -venue capacity Sports Marketing Plan -promotion plan -sponsor/sponsorship proposal -sponsor/sponsor ship plan -sponsor promotions -event promotion plan Sports Marketing Plan

13 standard six. b. Discuss and develop outline for conventional / typical marketing plans. c. Explore existing marketing plans and their application in industry. Objective 2 Explain the role of a promotion plan in a sports marketing plan. a. Identify how a sponsor promotions and event promotion plans are integrated into a sports marketing plan. Objective 3 Explain the role of a sponsorship proposal in a sports marketing plan. a. Identify how a sponsorship proposal and sponsorship plans are integrated into a sports marketing plan. Objective 4 Develop a sports marketing plan for a team or event. a. Identify and explain the following required marketing plan components. - Executive Summary - Introduction - Situation Analysis - Target Market Identification - Goals - Strategies - Implementation - Evaluation b. Marketing plans may include other optional components as determined by teacher: - Scheduling, season summary, season preview, ticketing components -executive summary -introduction -situation analysis -target market identification -goals (direct/indirect) -strategies -implementation -evaluation (optional components) -scheduling -game summary -season summary -season preview -ticketing goals -sales strategies/goals -season games -game-by-game summary -price promotions -theme nights

14 goals - Sales strategies, season games - Game by game summary, price promotions/theme nights c. Reference examples and evaluation methods from the Internet. State Exam Review and Test (Week 18, 1 Week) Atlas Version Rubicon International All rights reserved

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