PEQUEA VALLEY SCHOOL DISTRICT. Curriculum Guide for

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1 Course: PEQUEA VALLEY SCHOOL DISTRICT Curriculum Guide for Sports Entertainment Marketing Course Number: 1938 Grade Level: 9-12 Course Length (Days): 90 Number Minutes per Day: 82 Clock Hours per Year: 123 Number Credits: 1 Periods Per Cycle: 6 Written By: Marianne Wenger Date: May 2006 Special Requirements or Prerequisites: None Course Description: Sports Entertainment Marketing will explore marketing concepts via the everpopular sports entertainment industry. Marketing strategies along with topics in sponsorship, distribution, pricing, marketing research, segmentation, endorsements, event management, promotions will be part of this course. The course will develop critical thinking, decision making, communication skills through real world applications. Students will be prepared to hle specific tasks associated with either industry. This course offers them an edge if pursuing marketing or sports management degrees on the collegiate level. Guest speakers, case studies, computer integrated activities will be incorporated into the class.

2 Marketing #1938 Topic of Study: Marketing Basics PDE Stard (ID #): 6.2 PDE Stard (Description): Markets the Functions 8 Define 7 key marketing functions Identify sports marketing strategies Appreciate the importance of target markets Recognize the power of television the internet as marketing tools Underst consumer feedback Apply marketing mix to recreation marketing Describe marketing for the travel tourism consumer Selling Marketing-Information Management Distribution Product/Service management Promotion Pricing Financing Marketing Research Text 1 Sports Entertainment Marketing by Kaser Oelkers, Thomson- Southwestern 2005 Create a questionnaire for a target market Create an excel spreadsheet interpreting the results of the target market survey Convert a print ad to a written TV script Script for a TV advertisement graded by a rubric Target market questionnaire rubric Excel rubric for target market data Unit test School Scale A C D 7/06 Page 2 of 13

3 Marketing #1938 Topic of Study: Marketing College & Amateur Athletics PDE Stard (ID #): 13.4 PDE Stard (Description): Entrepreneurship 10 Define Market Segmentation Explain the importance of the NCAA team rankings to college sports Discuss the growing market surrounding women s college athletics Compare/contrast professional amateur athletes 5 elements of market segmentation Benefits of college sports to the home community The reasons for realignment of college conferences Benefits of team sponsorship licensing Sponsorship for amateur sports The revenue, goodwill, enjoyment benefits of both amateur professional sports Text 1 Chapter 2 Create a market segmentation profile of fans for a Top 10 college team Research fees, costs, demographics of an amateur sport Guest Speaker from a local college s athletic department Design a television commercial or a software presentation advertising a charity sporting event Analyze the fees, costs, demographics of an amateur sport Rubric for brochure Critique magazine articles Rubrics for market segmentation project, commercial project, advertising project Unit exam School Scale C D Design a magazine advertisement for apparel or equipment for an amateur sport Guest speaker from an advertising agency Create a brochure for a local city s attraction 7/06 Page 3 of 13

4 Marketing #1938 Topic of Study: Professional Sports PDE Stard (ID #): 5.2 PDE Stard (Description): Rights Responsibilities of Citizenship 10 Identify the perks associated with professional sports Explain the process for financing a professional sports team Underst the role of agents in marketing Explain ways that pro sports organizations their sponsors develop an athlete s character Assess the impact of ethical behavior on a athlete s promotional value Evaluate the importance of sports to a community Financial impact of professional sports Distribution process for a professional sports team How a cartel operates Why leagues limit the number of pro teams Importance of stadiums for attracting a pro team to a city How taxes are used to attract a team to a city by subsidizing the costs of the team for the owners Marketing role of agents Text 1 Chapter 3 Text 2 Ethics chapter Student questionnaire related to professional sports interests Discuss a celebrity or pro athlete who is a role model what that person has done for other people Propose strategies to present a tax-paid stadium to 3 different income level groups Critique the important characteristics of a role model Rubric for brochure C D Pair/Share positive celebrity role models the positive things each has done Design a brochure to attract a professional sports team to a selected city. 7/06 Page 4 of 13

5 Marketing #1938 Topic of Study: Marketing Products Services PDE Stard (ID #): 13.4 PDE Stard (Description): Entrepreneurship 8 Explain the earning power of women in sports Explain the marketing cycle Define Sponsorship its relationship to sports Discuss the objectives of promotion Underst the tools used in promotion Define Endorsement Compare/contrast endorsement opinion Develop a marketing management strategy Impact of the growing market of sports to selling products The elements of a promotion plan The qualifications of endorsers Advantages disadvantages of endorsements Text 1 Chapter 4 Internet Match advertising product or service to an athlete Brainstorm promotional strategies to increase fan support Research Arthur Ashe From a given list of sporting events, students will suggest appropriate sponsors Graphic Organizer for pros cons of endorsements Creation of an ideal advertisement using the positive attributes of each advertisement ranked B A D E From a variety of advertisements, rank their effectiveness Research an endorsement by a famous athlete Research the National Wheelchair Basketball Association 7/06 Page 5 of 13

6 Marketing #1938 Topic of Study: Public Images PDE Stard (ID #): 1.8 PDE Stard (Description): Research Importance of positive public relations Evaluate how athletes can affect public perceptions Assess the importance of marketing research before undertaking a licensing agreement Describe the steps in the creation of sports books The ways public relations firms assist in creating favorable images Personal relationships impact on building consumer trust Effects of strikes on fan loyalty Impact of fan behavior on a team s image Text 1 -- Chapter 5 Create a top 5 list for good sportsmanship for discussion From a list of 5 major cities, research pros cons for holding a Super Bowl in each one Rubric for brochure Graphic Organizer for Super Bowl project Advantages of fan clubs Research Becky Heidesch Explain how a sports figure can be successful in the lecture circuit Design a brochure advertising a famous athlete to speak at conventions or social events 7/06 Page 6 of 13

7 Marketing #1938 Topic of Study: Promotion PDE Stard (ID #): 13.4 PDE Stard (Description): Entrepreneurship 8 Explain why athletes become involved with a foundation List ways to promote a sports camp Create a questionnaire establishing the need for a particular sports camp Evaluate 3 methods of advertising discuss the benefits of each List appropriate activities for a specific sports camp Underst the importance of advertising to any business s success The impact of charities tournaments on successful images of athletes teams The merit of sports camps Importance of a business plan to the success of a sports camp Reasons for attending a sports camp Ways to increase attendance at sports camps Bottom line for any business venture is profit Text Chapter 6 Research Sammy Sosa Sample business plans for sports camps Sample brochures for a variety of sports camps Create an original camp brochure for an imaginary camp Create a sports schedule for Pequea Valley Athletics Rubrics for brochures, sports schedule, sports program Create an effective advertisement Create a program for a PV sporting activity of your choosing 7/06 Page 7 of 13

8 Marketing #1938 Topic of Study: Marketing Opportunities PDE Stard (ID #): 13.1 PDE Stard (Description): Career Awareness 8 Explain the role of a sports marketing firm Underst the importance of maintaining a positive image for sports owners marketing firms Explain challenges in marketing the Olympics women s sports Describe how sports marketing increased awareness of sports Explain the challenges facing the Olympics women s sports Identify numerous sports marketing careers Relate success to hard work, persistence, determination The procedure marketing firms use to unite athletes businesses The importance of building trust with clients Pro Bono work Describe ways sports marketing has increased international awareness of sports The influence history has on marketing sports The skills personal characteristics necessary for a career in sports marketing Text 1 Chapter 7 Vocabulary Bingo Discover Program Research sports marketing careers 10 different careers that are classified as sports marketing Peruse magazine ads of athletes who endorse products Promote an international team through sponsorship, advertising, follow-up Evaluation of components in Discover related to the marketing career chosen. List the responsibilities that sports marketing firms have when marketing a sport internationally 7/06 Page 8 of 13

9 Marketing #1938 Topic of Study: Entertainment Industry PDE Stard (ID #): 13.4 PDE Stard (Description): Entrepreneurship 8 Explain the financial strategies in the motion picture industry Calculate film revenue Discuss the importance of foreign markets for movies Describe financing in auto racing Underst the different kinds of entertainment distribution Explain promotional strategies for motion pictures Underst the distribution of music Explain kinds of music promotion Explain promotional value of entertainment awards Discuss distribution of entertainment Comprehend the skills needed for specific jobs dealing with entertainment marketing The advantages disadvantages of having access to the 1.3 billion people in China as a movie market Stock car racing is one of the fastest-growing forms of entertainment The impact NASCAR loyalty has on obtaining sponsors for an expensive form of entertainment The advantages of having hundreds of TV stations available to viewers The advantages of satellite TV compared to cable FCC its enforcement of laws governing the media Vertically integrated broadcast web. Advantages of mergers of media giants Point of Purchase displays The legalities of music distribution The impact e-commerce has had on attendance at live performances movies Text 1 Chapter 8 Guest speaker from Comcast In pairs discuss how audio-video entertainment gets to viewers through distribution channels Writing project of what entertainment distribution will be like in 20 years. How Gloria Estafan affected Ricky Martin Christina Aguilera s careers. Guest speaker from an entertainment venture's marketing division Compare Academy Awards to Golden Globes, Tony Awards People s Choice the promotional benefits of each Create a Power Point presentation for an entertainment marketing career Business Department Rubric for written project Rubric for Power Point Presentation Supply dem for entertainment marketing careers 7/06 Page 9 of 13

10 Marketing #1938 Topic of Study: Entertainment PDE Stard (ID #): 13.4 PDE Stard (Description): Entrepreneurship 8 Explain the market segment for an entertainment venture Describe customized entertainment marketing for Baby Boomers Compare contrast TV of the 1950 s to TV today Describe global distribution of entertainment The implication of the aging population on entertainment The impact technology has on entertainment The need for balance between privacy marketing information Why it is illegal to download a pirated movie Economics of global marketing entertainment Text 1 Chapter 9 Research Eurovision In a group, research stards of acceptability for the contents of motion pictures in a particular country followed by a presentation to the class Oral Presentation Rubric The value of foreign markets for entertainment 7/06 Page 10 of 13

11 Marketing #1938 Topic of Study: Recreation Marketing PDE Stard (ID #): 13.4 PDE Stard (Description): Entrepreneurship 8 Examine marketing strategies based on changing demographics Apply market information to recreational events Explain the importance of travel tourism industry to sports entertainment marketing Describe how technology has changed travel marketing Value the popularity of halls of fame Explain the marketing strategies of theme parks resorts Apply the marketing-mix elements of product, price, distribution, promotion to a marketing career plan Recreational facilities are a product to be developed promoted People s recreational activities compete with natural habitats How changing demographics affect product planning promotion of recreation Difference between a self-indulgence trip a cultural trip The importance of getting along with others Text 1 Chapter 10 Guest speaker from a travel agency Guest speaker from an amusement park's marketing department Discover Program Research careers in recreation marketing Develop a plan for improving an imaginary theme park Create a plan for marketing a popular theme park or resort Rubrics for imaginary theme park's improvement marketing 7/06 Page 11 of 13

12 Marketing #1938 Topic of Study: Marketing Plan PDE Stard (ID #): 13.4 PDE Stard (Description): Entrepreneurship 8 Explain the steps of the advertising process Underst the importance of measuring advertising effectiveness Define the purposes of marketing research Underst the human element in marketing research Describe the components of a strategic marketing plan List the types of financing related to sports entertainment marketing The methods used to determine an advertising budget Pros Cons of each method of advertising budgeting Factors influencing the choice of advertising media Data mining s effect on marketing research Six steps to the marketing research process Merit of incentives in completion of surveys Value of a company s mission statement Text 1--Chapter 11 Prepare a print ad for an entertainment event Pair/Share steps of advertising process Oral report to class after perusing the internet for financial statements of sports entertainment organizations Advertising Rubric Oral Presentation Rubric Name the major financial records needed for a business Profit motive behind marketing Personal Seat Licenses 7/06 Page 12 of 13

13 Marketing #1938 Topic of Study: Legal Issues PDE Stard (ID #): 5.2 PDE Stard (Description): Rights Responsibilities of Citizenship 8 Explain risk management Describe the importance of copyright law to pricing Discuss the need for contracts Analyze the public relations impact of labor laws on sports Assess the financial harm that strikes may cause to a sport Analyze the impact of labor unions on sports entertainment pricing Why marketers must be concerned with limiting their risks Whom copyright laws protect Why monopolies are restraints of free trade How non-compete clauses affect business Text 1 Chapter 12 Text 2 Law for Business Personal Use Chapters Internet Research Sherman Antitrust Act, Clayton Act, National Labor Relations Act Graphic Organizer listing what League/Players do compared to Merchisers Evaluation of key points for Sherman Antitrust Act, Clayton Act, National Labor Relations Act Logo Rubric Describe the financial value of licensing sports entertainment merchise Research what teams have recently changed logos why Create an original sports logo 7/06 Page 13 of 13

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