NORTHERN VALLEY REGIONAL HIGH SCHOOL Office of Curriculum and Instruction. BUSINESS EDUCATION DEPARTMENT Demarest and Old Tappan

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1 NORTHERN VALLEY REGIONAL HIGH SCHOOL Office of Curriculum and Instruction BUSINESS EDUCATION DEPARTMENT Demarest and Old Tappan Sports and Entertainment Marketing Pre-requisite: Marketing and Advertising 11 th and 12 th Grade Page Unit 1 Marketing and Sports & Entertainment 1 Unit 2 Sports Marketing 3 Unit 3 Sports Marketing Mix 4 Unit 4 Entertainment Marketing 6 Unit 5 Entertainment Marketing Mix 7 Textbook recommendation: Sports & Entertainment Marketing Glencoe Marketing Series/McGraw Hill Lois Schneider Farese, David A. Grossman, Gordon Nicholson with Paul A. Wardinski, Consulting Editor Copyright /2007

2 Unit 1: Marketing and Sports & Entertainment Essential Questions: 1. How would you define sports and entertainment marketing? 2. How would you describe the consumers of sports and entertainment marketing? 3. What kinds of marketing strategies do you think sports and entertainment businesses use? 4. How does sports and entertainment marketing affect the economy? 5. Have sports and entertainment always been considered big business? 6. How has the marketing of sports and entertainment evolved over the past 100 years? 1. Define and explain the marketing concept.* 2. Identify the components of demographics and explain their impact on the marketing mix. 3. Explain economics and free enterprise.* 4. Identify intellectual property rights. 5. Explain the economic impact of sports and entertainment. 6. Discuss the history of sports and entertainment and its impact on today s markets.* 7. Discuss the use of marketing tools to sell sports and entertainment products. 8. Explain risks and risk management of sports and entertainment events. 9. Compare and contrast the marketing of sports and entertainment products F 1 Community and economic benefits Celebrity sponsorship Workbook applications Word Mapping Activities to develop student vocabulary Demographic profiling of sports and entertainment consumers Exploring marketing careers in sports and entertainment marketing Teacher guided presentations Chapter 1: The World of Marketing Chapter 2: Sports and Entertainment Connections and Contrast 1

3 Assessment: 2

4 Unit 2: Sports Marketing Essential Questions: 1. Is the marketing of sports a growing business? 2. How is marketing used by both amateur and professional sports organizations? 3. In what ways have sports changed during the 20 th century? 4. Why are extreme sports popular today? 5. What types of sporting goods and services are available to consumers? 1. Define sports marketing and identify the different categories of sports.* 2. Differentiate between amateur sports and professional sports.* 3. Discuss the significance of international and women s sports in today s marketplace.* 4. Define the sports consumer and explain market segmentation. 5. Identify sports products and differentiate between sports goods and services. 6. Explain the economic impact of sports marketing. Sports Collectibles marketplace Sports Collectibles as art Sports as a product vs. an experience Workbook applications Women and the Olympics Amateur, professional, and Olympic sports Sports economy: products vs. services Teacher guided presentations Chapter 3: The Sports Market Chapter 4: Sports Products Activities to emphasize value of ethics in the sports marketplace Field Trip Guest speakers Assessment: 3

5 Unit 3: Sports Marketing Mix Essential Question: 1. What factors determine the prices for sporting events? 2. Why is consumer-based research vital in sports marketing? 3. Through what channels are sports services distributed? 4. How are effective sports brands developed? 5. What are the most important factors when choosing an athlete as an endorser? 6. What is the difference between a contest and a sweepstakes? 1. Define price and the factors that affect pricing decisions.* 2. Identify pricing strategies. 3. Explain how marketing research is used by sports organizations. 4. Compare direct and indirect channels of distribution.* 5. Explain the types of brands and how to develop an effective brand name. 6. Describe product licensing and how licensed goods are merchandised. 7. Explain the importance and decision making process involved in sponsorships and endorsements. 8. Identify the roles of advertising, sales promotion, public relations and personal selling in sports marketing. 9. Describe the use of technology in promotion. 10. Discuss the diversity of career and employment opportunities in sports marketing A B B 1-3 Life Cycle of sports products Distributing an athlete s image Fan loyalty to sponsor brands Using technology and on-line services for sales promotion Launching a sports career: from player to owner Workbook applications Pricing strategies Developing a sports survey questionnaire Choosing channels of distribution Benefits of licensing Developing effective promotions Charting marketing career growth 4

6 Teacher guided presentations Chapter 5: Product and Price Decisions Chapter 6: Sports Market Research and Outlets Chapter 7: Branding and Licensing Chapter 8: Sports Promotion Chapter 9: Sports Marketing Plans and Careers Guest speakers Assessment: 5

7 Unit 4: Entertainment Marketing Essential Question: 1. What are the different forms of entertainment? 2. How do entertainment businesses differ? 3. How does profitability differ in the various forms of entertainment? 4. What is programming and why is it important? 1. Define entertainment marketing and identify the different types of media.* 2. Explain the economics of entertainment marketing and its global impact. 3. Explain the types of businesses and ownership in the entertainment industry. 4. Define evergreen products and location-based entertainment.* 5. Explain the significance of impulse spending.* 6. Discuss the difference between primary and secondary markets. 7. Explain the importance of programming F 1 Expansion of the entertainment industry in the 20 th century TicketMaster and its impact on entertainment events Workbook applications Researching entertainment business Tracking entertainment spending Marketing the music industry Marketing the evergreens Teacher guided presentations Chapter 10: The Entertainment Market Chapter 11: Entertainment Products and Marketing Guest speakers Assessment: 6

8 Unit 5: Entertainment Marketing Mix Essential Question: 1. What is an example of entertainment marketing? 2. What are three different types of entertainment businesses? 3. What characteristics define an entertainment business? 4. What should consumers consider when purchasing an entertainment product? 5. What do celebrities consider when choosing what products to endorse? 6. What is an example of sale promotion in entertainment marketing? 7. Is it necessary to create a marketing plan before a product is developed? 8. What skills would be useful for a career in entertainment marketing? 1. Explain entertainment brand identity, brand marks, and trademarks.* 2. Identify brand strategies used by entertainment companies. 3. Define profitability and pricing goals. 4. Explain how market research and demographics are used to identify target markets in entertainment marketing. 5. Explain the use and methods of primary/secondary data and compare and contrast qualitative/quantitative research. 6. Describe the role of merchandising and sponsorship in entertainment marketing. 7. Discuss how the United States government controls endorsements. 8. Explain the importance of entertainment product licensing and aspects of royalties. 9. Identify the role advertising, importance of public relations, personal selling, and promotions in entertainment marketing. 10. Prepare media and non-media advertising. 11. Explain the importance of reaching diverse markets. 12. Describe educational preparation for a career in marketing A B B 1-3 Brand identity in the music industry Selling and promoting artists/musicians on line Attracting sponsorships Promotional methods for musical performances Marketing campaigns for adventures in entertainment 7

9 Workbook applications Tracking brand names Developing market research surveys Creating an image Licensed products Verbal skills in sales promotion Creating a graphic organizer connecting business/marketing/promotional plans Assessing personal interests, aptitudes, and skills Teacher guided presentations Chapter 12: Product and Price Decisions Chapter 13: Entertainment Market Research and Outlets Chapter 14: Images and Licensing Chapter 15: Entertainment Promotion Chapter 16: Entertainment Marketing Plans and Careers Interdisciplinary opportunity school radio station, all-school musical Guest speakers Assessment: * identified as essential, minimal learning s for special education students. 8

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