Sports and Entertainment Marketing

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1 Sports and Entertainment Marketing Course Outline Board Approved: March 27, 2012 I. Course Information A. Course Title: Sports and Entertainment Marketing B. Course Code Number: 1BU150 C. Course Length: One Year (2 Semesters) D. Grade Level: E. Units of Credit: 10 Credits (5 Per Semester) F. Prerequisites: None G. Type of Course: Elective, Meets the Computer Literacy Graduation Requirement II. Course Description Sports and Entertainment Marketing is a computer based course and will provide students with an exciting journey through the world of marketing in sports and entertainment while developing their 21 st Century Skills. Students will learn all the foundation skills of marketing and apply them to one of the largest exports from the U.S. to the rest of the world-entertainment in the form of music, film, amusement parks, sporting events, athletics, clothing, tourism, and so much more! While their 21 st Century Skills progress, the students will also receive a foundation of up-to-date classroom instruction using today s latest software and state-of-the-art PC computers. Using Adobe Photoshop, Illustrator, InDesign, Adobe Go Live, QuarkXPress, PowerPoint and Final Cut Pro digital editing students will demonstrate the use of the programs for photographic image rendering and manipulation, drawing and coloring, ad design, graphic and text placement, page layout, and how the use of digital enhancements revolutionized marketing. III. Course Content Defined in Goals, Objectives and Performance Indicators 1. Introduction to Sports and Entertainment Marketing 1.1 Define marketing Describe the four marketing elements-product manufacturing, distribution, price, and promotion. Discuss satisfying customer needs.

2 1.2 Define sports marketing Describe a target market and how to identify these markets for various spectator sports and activities. Research the spending habits of fans. Discuss the financial implications of logos on clothing, gross impression and timing. Discuss marketing a losing team. 1.3 Define entertainment marketing Marketing from the position of entertainment as a product and as a vehicle to attract attention to other products. Evolution of the entertainment business. 1.4 Define recreation marketing Research the financial impact travel and tourism on local and national economies. Discuss niche travel and how it is marketed. 1.5 Define advertising 1.6 Research how to reach your target market Discuss advertising: when, where, how often. Discuss promotion: what- the good, the bad, and the ugly". 2. College and Amateur Sports 2.1 Analyze the procedure for marketing college athletics. Discuss the financial impact of a successful college athletics programs on the schools, cities, and states. Name who regulates Rules and Rankings and write a definitive statement. Define market segment and discuss the process and rational for marketing using this method. Evaluate marketing opportunities in women s sports. Define the role of the NCAA and other governing bodies on schools and student athletics. 2.2 Explore the economic impact of college athletics. Discuss benefits to the community. Analyze the cost and financial return of sponsorship and licensing. Summarize conference realignment and the marketing as well as financial impact of such a change. 2.3 Discuss the popularity of American sports. Explore the business and marketing opportunities that are created by amateur sports. Research how amateur sports are marketed, locally, nationally, and internationally. Analyze the financial benefits of specific sports that have wider appeal. 2.4 Define the role of high school sports: Should high school students be used for marketing purposes? Evaluate the effects of television/broadcasting on prep sports. 3. Professional Sports 3.1 Discuss the economic impact of Big League Sports on local and regional economy and identify who benefits financially. 3.2 Research and report on how you attract a professional team and retain them. Discuss how this type of business differs from other types. 3.3 Explain the roles of agents, managers and ethics in professional sports marketing. 3.4 Define licensing and discuss its legal implications. 4. Products and Services Through Sports 4.1 Explain the advantages of using sports to market products. 4.2 Define sponsorship Discuss the selection of sponsors and the advantages to business and restrictions on product eligibility. 4.3 Define promotion. Discuss targets and promotional objectives. Compare the advantages of various promotional tools.

3 4.4 Define Endorsements. Analyze the characteristics of the most/least desirable athlete endorsements. Evaluate the effects on students of people who go bad, e.g. Kobe Bryant, Jayson Williams, O.J. Simpson, Calvin Murphy, Tiger Woods. 4.5 Discuss the ethics of charging for an autograph. 5. Public Image 5.1 Define public relations. Discuss the statement: Image is Everything! Report on the financial impact behind the words. List what should be considered when sponsoring public events. 5.2 Analyze the importance of fans to an athlete or club. Define Fan Clubs and write a statement about their benefits. Discuss licensing and merchandising. Define evergreens. Discuss the new features and sales. Analyze methods to predict the market and critique their reliability. 5.3 Evaluate the impact of a successful sports team and players on the community, league, etc. 5.4 Discuss publishing and speaking engagements. Define motivational speaking and discuss its marketability. Compare and contrast the cost and benefit of athletes writing their biographical stores. 6. Advancing The Cause 6.1 Discuss the marketability of community service and list delivery systems. Define a foundation and discuss how foundations benefit both the athlete and the community. List and compare, contrast and select the most advantageous ways you could promote a sports camp. 6.2 Define a workshop Discuss the advantages of a workshop over a summer camp. Analyze the target market for workshops. List, compare, and contrast and select the most advantageous modes of advertising available to you to promote workshops. 7. Sports Marketing 7.1 Discuss the role of Sports Marketing firms Describe the services offered by the firm and the agent. Write a summary defining sports as a commodity, a business, and a benefit to the community using the information you have learned to date. Define pro bono and its role in successful Marketing. 7.2 Evaluate the global market for sports. Identify international sports trends Summarize the international business status of sports in the current year. Discuss international talent scouting, media, and Marketing. Discuss international market niches and the marketing of women s spots. Evaluate the historical changes to these markets. Evaluate the importance of the Olympics and of world-class soccer. 7.3 Analyze careers in sports marketing and discuss the personality type necessary, mode of living, benefits, and disadvantages to working in the industry. Discuss where job openings occur and summarize the type of jobs available. Discuss the activities of sports marketing and the technical services required to support these activities. Name other market avenues that may create a professional career opportunity. List the fundamentals to success in sports marketing and the type of careers available.

4 8. The Entertainment Industry 8.1 Analyze the steps in obtaining entertainment profits. Debate Is Big Best. Name cost-cutting strategies. Discuss the relationship between profit and opportunity. Compare and contrast sports and entertainment as businesses. 8.2 Discuss the distribution of Entertainment Name and summarize benefits and limitations of the different methods of distributing entertainment. Summarize the method of marketing movies to an audience. Define trailers, previews, and points of purchase (POP) display. 8.3 Discuss marketing music and theatre. Analyze how the type of music impacts the marketing strategies. Live music, Recorded music, Classical music, Hip-hop, Country, Rock, etc. Radio vs. The Internet. Summarize the methodologies used for promoting theatre. Discuss the state of change that is impacting the distribution of music. 8.4 Calculate the marketing impact of awards and annual events. Summarize how awards influence sales. Name and discuss the marketing implications of other types of events that bring a number of customers together for a period of time. 8.5 Research entertainment and marketing careers. Name and describe the different careers that are available. Discuss how you prepare yourself for each career and opportunity. 9. Marketing Entertainment 9.1 Define customized entertainment Describe the niche markets that could support customized entertainment. Analyze the financial potential that drives customized entertainment. 9.2 Discuss entertainment technology and marketing. Analyze the business potential of internet entertainment. Discuss the blending of technology and marketing to create new entertainment and business opportunities. 9.3 Evaluate the business potential of World Wide Entertainment. Discuss the marketing challenges and benefits of global advertising and distributions. 10. Recreation and Marketing 10.1 Discuss the business of recreational sports. Discuss what drives the recreation business and how businesses capitalize on these opportunities. Discuss event marketing in the recreation marketing Arena. Contrast marketing strategies for extreme sports and more traditional sports Analyze travel and tourism s impact on all levels of the economy. Discuss how travel has been changed by travel technology Name and define the niche markets associated with travel in recent years. Discuss dealing with natural disasters Discuss the roles of resorts and theme parks in travel. Define a travel destination. State what the tourist expects to fine. Discuss the marketability of a Hall of Fame. Analyze the appeal of resorts and theme parks List and summarize types of recreational and marketing careers available. Discuss how to build a career in recreation and Leisure. Analyze how you prepare educationally and experientially for the business of leisure. Discuss desirable personal attributes for people seeking these careers and the life style these careers create.

5 11. Marketing Plans 11.1 Discuss and define the role of promotions in a marketing plan. List how you select the mode of promotion for your product. Discuss the next steps that are Necessary to guarantee a promotion s success. Discuss measuring success/failure (measuring results) Analyze the value of market research. Discuss where to find data and how to make meaning from it. Evaluate how to select the information to purchase. Compare the cost of market research to its value to a business. Report on your assessment. Describe how to conduct your own market research program Develop a marketing plan. Discuss how you select and develop a focus. Discuss the components of a strategic marketing plan and the self-evaluation questions that must be answered to complete the plan State The Bottom Line of marketing plans. Define profit Summarize who gets the money. Discuss the profitability challenge of physical limits Calculate profit 12. Legal Issues 12.1 Overview laws and contracts that pertain to business. Define managing risk and summarize the steps to risk management and control. Summarize who has legal rights and how they are protected. Name the federal laws that impact marketing Discuss unions and how organized labor impacts the business of sports and entertainment. Define labor relations Compare and contrast how strikes affect a sports team or movie production. Discuss how fans react to labor strikes Summarize the licensing procedures and what insurance licensing provides. 13. Applying Academic Skills To Today s Job Market 13.1 Examine and discuss how knowledge of sports and entertainment marketing are contextualized in real world occupations Utilize a variety of resources including Internet, reference books, periodicals, and professional interviews Research and identify careers with emphasis on learned academic skills Compare and list advantages and disadvantages of various career options/pathways Select personal desired pathway based on research and interest Document research in accepted formats: MLS, APA, Works Cited page, footnotes, etc. IV. Career Planning and Management Objectives 1. Students understand how to make effective decisions, use career information, and manage personal career plans. 2. Technology Students know how to use contemporary and emerging technological resources in diverse and changing personal, community, and workplace environments. 3. Problem Solving and Critical Thinking Students understand how to create alternative solutions by using critical and creative thinking skills, such as logical reasoning, analytical thinking, and problem-solving techniques. 4. Health and Safety Students understand health and safety policies, procedures, regulations, and practices, including the use of equipment and handling of hazardous materials.

6 5. Responsibility and Flexibility Students know the behaviors associated with the demonstration of responsibility and flexibility in personal, workplace, and community settings. 6. Ethics and Legal Responsibilities Students understand professional, ethical, and legal behavior consistent with applicable laws, regulations, and organizational norms. 7. Leadership and Teamwork Students understand effective leadership styles, key concepts of group dynamics, team and individual decision making, the benefits of workforce diversity, and conflict resolution. 8. Technical Knowledge and Skills (Consumer and Family Studies) Students understand the essential knowledge and skills common to all pathways in the Hospitality, Tourism, and Recreation sector. V. Performance Assessments 1. Class participation 2. In Class Assignments 3. Quizzes and Tests 4. Benchmark Assignments 5. Projects 6. Portfolio Presentation 7. Observation Records of Student Performance 8. Illustration Presentation 9. Essays

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