Sports and Entertainment Marketing

Transcription

1 Mr. Facteau Sports and Entertainment Marketing ½ Year My philosophy begins with a concern for the success and progress of each student. Classroom accomplishments will not be the only sign of success; I am committed to providing positive achievements in and out of the classroom. I firmly believe that all students can succeed in life and in my classroom, and I am dedicated to this goal. I believe that Marketing is one of the most valuable tools in today s workplace. True learning and understanding takes place when students take what they have learned and apply it to their lives. Teaching Marketing with this in mind, will not only make learning more fun and exciting, but will also help students truly understand the concepts and reach mastery level. Course description Sports and Marketing Entertainment is an introductory course which will help students develop a thorough understanding of the marketing concepts and theories that apply to sports and sporting events. The areas this course will cover include basic marketing, target marketing and segmentation, sponsorship, event marketing, promotions, sponsorship proposals, and sports marketing plans. This course will also delve into the components of promotion plans, sponsorship proposals and the key elements needed in sports marketing plans. Any student who loves a sport or business should consider taking this course, and be one of only a few taking this course in NYS. GRADING IMPORTANT! The scores you receive on daily exercises, homework, writing assignments, projects and tests will determine your overall grade for the class. Grades are calculated as follows: Marking Period Grade Daily activities and Bell Ringers 10%

2 Projects/Tests Assignments, Class Work & Participation 40% 50% GENERAL COURSE INFORMATION 1. You will need to bring your appropriate learning materials to class every day. 2. There will be a Bell Ringer question that you must answer at the beginning of every period. 3. Take care of restroom and locker needs between classes 4. There will be extra credit available, but it will only be available to those students who have completed the required assignments. 5. If you are having difficulty, please contact me so that we can work on the problem together to find a solution! 6. If you are a special services student, every effort will be made by the teacher to use any adaptations that have been arranged for you. (However, if I forget, please remind me!) Writing Assignments: During the course of this semester there will be two major Sports and Entertainment Marketing Assignments. These two assignments constitute a major portion of your overall grade. 1. Group project: Each student will participate, as part of a group, in constructing a strategic marketing plan and final team presentation for a sports marketing project using outside clients. Clients may be local high school athletic programs, your college or university athletic programs, local sporting events or festivals, or local sports businesses. Depending on your project, you may want to highlight or eliminate parts of the contingency framework. Sports and Entertainment and Marketing-students in this course will work with the Athletic Director and Track Coach to help organize the an annual Sporting Event. Students handle many of aspects of the sporting event planning including tee shirt design and ordering, creation of programs, and promotional activities. 2. Current Topics: Each student will be required to deliver an oral presentation regarding some current topic relating to the strategic sports marketing process. Presentations will be based on secondary research published in the last six

3 months, and should focus on product, distribution, promotion or pricing strategies. Potential sources are the Sports Business News, Marketing News, Sport Marketing Quarterly, Ad Week, Business Week, etc. Typically, there is a wealth of potential articles, so students are instructed to try to find an article relating to a sport or issue in which they are most interested. Past presentations have included articles on everything from squash to motocross. Depending on class size, the presentations will be approximately minutes in length, and usually benefit from a few PowerPoint slides to enhance the presentation. Please provide the instructor with a hard copy of the article prior to your presentation. Don t sweat it! You will have ample time to complete each project. There will be at least one class period designated to each assignment, and there will be at least a 2 week break in-between each assignment. Course Schedule: We will cover approximately one chapter every two weeks. You are expected to have the assigned readings ready for that day before class. All pages assigned are game for quizzes at anytime. As you read TAKE NOTES these notes maybe allowed for certain assignments, and you may find yourself wishing you had them, ESPECIALLY VOCABULARY! There will be various exercises per chapter as homework and class work which may include group work, individual work, problem solving, class discussions, writing, and or oral presentations. I assure you, this class will remain interesting as formats and styles of assessment will change with each chapter. So be prepared for anything and everything! MATERIALS CHECK FOR POINTS! You will be required to bring the following three items to class every day: 1. textbook 2. 3 ring binder a. Divided into the following: Bell Ringers, Class Notes, Vocabulary, Assignments & Tests, and Projects 3. pencil/pen At THREE random times during each semester, you will need to show that you have brought these items to class. Each student that has all three items will receive 20 POINTS for an Engagement Score. (Those that do not will receive 0 points.)

4 This will give you a chance to receive 60 TOTAL POINTS per marking period by coming to class prepared. These points will be applied toward your Daily Engagement Score, and are basically FREE. BELL RINGER FOR POINTS! Upon entering the classroom each day, you will be required to answer a question called a Bell Ringer. 1. The Bell Ringer question could be review of a previous day s lesson, cross-word puzzle, oral presentation, or another activity. 2. You may use any materials (book, handout, computer, etc.) to answer the Bell Ringer. However, you may not use another human being! BELL RINGER 3. This daily assignment will be worth 2 POINTS on Your Engagement Score: 4. Once completed place into your Bell Ringer folder and place in designated area. 5. Collection of your sheet will occur daily and will be checked for completion, corrected and graded for correctness. Class work/homework policies IMPORTANT! 1. All class work/homework will be turned in with no exceptions. This can hurt your overall grade, big time! Make sure all assignments get turned in! 2. Class work that is not finished during the school day will be automatically considered homework and will follow the same policy as class work. 3. Late work will be penalized 20% between the time it is due and the next day s class period, unless due to an excused absence. NOTE: You will still need to complete any late work before receiving credit for future assignments. 4. It is your responsibility to request make-up work upon returning from an absence. You are also responsible for setting up an alternative due date schedule if necessary.

5 5. Review assignments given as class work before tests must be completed before you will be allowed to take a test. Internet links I can be reached via my Westport address: Facteaua@westportcs.org SPORTS AND ENTERTAINMENT MARKETING Course Outline 1. Module What is Sports and Entertainment Marketing PERFORMANCE INDICATORS 1.1. Marketing Basics given instruction, student will explain basic marketing terms and define key marketing functions.

6 1.IV.A 1.2. Sports Marketing given instruction, student will define sports marketing, understand target markets and identify sports marketing strategies. 1.IV.G 1.3. Entertainment Marketing given instruction, students will understand targeting entertainment, technological changes, and television as a marketing medium. 1.IV.G 1.4. Recreation Marketing given instruction, students will explain the marketing mix for recreation, travel and tourism. 1.IV.G Students will plan a marketing strategy for a line of sports clothing. They will identify the target market and choose a professional athlete to promote their product. An explanation of their choices will be included in their presentation. 2. Module College and Amateur Sports 2.1. Marketing College Athletics given instruction, students will define market segmentation in amateur and college sports and growth of new markets such as women s sports. 1.IV.B 2.2. Economic Impact of College Athletics given instruction, students will discuss the economic impact of collegiate athletics, conference realignment and revenue from licensing agreements with colleges. 1.IV.E, G, H 2.3. Amateur Sports given instruction, students will explain how the increased popularity of amateur sports has provided more opportunity for marketing and sponsorship of those sports. 1.IV.H, J Students will identify an amateur sport in New York. They will plan a marketing strategy that will work in NY, estimate the marketing impact of this sport and identify NY companies for sponsorship. MATHEMATICS 3. Module Professional Sports 3.1. Big League Sports given instruction, students will identify the financial benefits to the home city of a professional team and the perquisites associated with professional sports. 1.II.B 1.IV.D 3.2. Attracting a Professional Team given instruction, students will describe the steps necessary to acquire and finance a professional team. 1.IV.D 3.3. Agents, Managers, and Ethics given instruction, students will understand the role of sports agents and what the impact of ethical behavior has on the athlete s promotional value. 1.IV.F, K

7 Students will research and identify athletes with ethical and unethical behavior. For each athlete identified, they will site the promotions in which they are involved. Students will research and identify a professional team that has been bought and sold in the last 10 years. They will figure the percent of increase or decrease in price of the team and identify the steps taken to attract that buyer. MATHEMATICS 4. Module Marketing Products and Services Through Sports 4.1. Using Sports to Market Products given instruction, the students will understand the market for sports, explain the emotional ties to sports, explain the earning power of women in sports, and discuss the marketing cycle. 1.IV.C 4.2. Sponsorship given instruction, students will understand the investments that sponsors make to a team and will be able to list prohibited sponsorship. 1.IV.D 4.3. Promotion given instruction, students will discuss the objectives and tools for promotion in sports. 1.IV.F 4.4. Endorsements given instruction, students will define endorsements and restrictions on endorsements. They will describe the qualifications wanted for endorsers. 1.IV.H Students will identify one sport that appeals to adults over 50, one that appeals to the market and one that appeals to all ages. For each sport, students will name three products that could be promoted successfully through each of these sports, identify a local sponsor for each sport and identify a celebrity to endorse each sport. 5. Module Public Images 5.1. Public Relations given instruction, students will understand the importance of positive public relations for sports, the role of public relations firms and the public perceptions created by athletes. 1.IV.F 5.2. Fans given instruction, students will list the advantages of fan clubs for fans and athletes, discuss the importance of marketing research, and describe successful sports licensees and sponsors. 1.IV.E, H 5.3. Publishing and Speaking Engagements Given instruction, students will explain how a sports figure can be successful on the lecture circuit and describe the steps for creating sports books. 1.IV.F Students will read a book about sports or written by a famous athlete and create a public relations campaign to promote the book or the author.

8 6. Module Advancing the Cause 6.1. Community Service given instruction, students will describe the impact athletes and teams have on charities and tournaments. They will also explain an athlete s reasons for becoming involved in or creating their own charitable foundations. 1.I.A, B, D 6.2. Sports Camps given instruction, students will explain the increasing popularity of celebrity sports camps and define the importance of corporate and business contacts in the area where the sports camp is being held. 1.IV.F, H 6.3. Workshops given instruction, students will define the relationship between sponsorship and interest in one-day seminars, evaluate three methods of advertising workshops, and discuss the benefits of each technique. 1.IV.C, E, F Given a list of five events, students will identify a professional athlete to host and promote each event. Using the Internet, students will locate three camps and two one- or two-day clinics promoted by successful athletes. They will describe the main features of each and indicate whether the athlete is an active participant; if not, will he/she be making an appearance during the event. COMPUTER INFORMATION 7. Module Sports Marketing 7.1. Marketing Firms given instruction, students will understand the role of a sport marketing firm and the importance of positive images for sports owners and marketing firms. 1.IV.C, F 7.2. The Global Market given instruction, students will identify sports that have become popular internationally, describe how sports marketing has increased international awareness of sports and explain the challenges involved in marketing the Olympics and women s sports. 1.III.B 1.IV.F 7.3. Careers in Sports Marketing given instruction, students will identify sports marketing careers and describe the skills and personal characteristics necessary for a career in sports marketing. Students will be part of a marketing team that has been asked to promote international volleyball competitions. 8. Module Entertainment Industry 8.1. Entertainment Profits given instruction, students will understand the basics of financing entertainment. 1.IV.D 8.2. Distribution of Entertainment given instruction, students will list and define the different kinds of entertainment distribution systems and discuss promotional strategies for motion pictures. 1.IV.E 8.3. Marketing Music and Theater given instruction, students will discuss the promotion of rap, explain the two kinds of theater promotion and discuss the legalities of music distribution.

9 1.IV.F 8.4. Annual Events and Awards given instruction, students will explain the promotional value of entertainment awards and discuss ways in which entertainment is distributed. 1.IV.F 8.5. Entertainment Marketing Careers given instruction, students will understand the preparation needed for a career in entertainment marketing and list the skill needed for specific jobs in entertainment marketing. Students will prepare an advertising campaign against people using MP3 technology. Students will compare and contrast an awards ceremony of their choice to the student awards assembly held at the end of each school year. 9. Module Marketing Entertainment 9.1. Customized Entertainment given instruction, students will explain customizing entertainment products for a market segment and describe the customized marketing strategies needed for the baby boomers. 1.IV.G 9.2. Entertainment Technology and Marketing given instruction, students will explain the impact of technology on entertainment and describe the need for balance between privacy and marketing information. 1.IV.J 9.3. World Entertainment Marketing given instruction, students will describe the global marketing and distribution of entertainment. 1.III.E, F, G Students will create a global marketing campaign for a local business. MATHEMATICS 10. Module Recreation Marketing Recreational Sports given instruction, students will explain why the changing demographics of the US call for a change in recreation marketing strategies. 1.IV.C, H, J Travel and Tourism given instruction, students will explain how technology has changed travel marketing and the impact modern travel has on marketing strategies. 1.IV.C, J Resorts and Theme Parks given instruction, students will discuss the importance of partnerships between airlines and recreation destinations, discuss the popularity of hall of fame's as destinations and explain the difference between theme parks and resorts and their different marketing strategies. 1.IV.B, C, F, G Recreation Marketing Careers given instruction, students will describe careers in recreation marketing and develop a recreation marketing career plan.

10 Students will research careers in recreation marketing and develop a plan that will assist them in reaching that career. Students will choose a theme park and research their target audience and marketing strategies. 11. Module Marketing Plans for Sports and Entertainment Promotion given instruction, students will explain the purpose of advertising and discuss the elements of promotion. 1.IV.F Marketing Research given instruction, students will define the purpose of marketing research and discuss the human element of marketing research. 1.IV.G Development a Marketing Plan given instruction, students will explain the purpose of a marketing plan and describe the components of a strategic marketing plan. 1.IV.H, I The Bottom Line given instruction, students will explain the profit motive behind sports and entertainment marketing and the types of financing related to sports and entertainment marketing. 1.IV.C, D, F Students will create a marketing plan including all 16 components for a company, entertainer or sports personality of their choice. 12. Module Legal Issues for Sports and Entertainment Laws and Contracts given instruction, students will discuss the need for risk management in sports and entertainment marketing, define the copyright law and its important in sports and entertainment marketing and relate the importance of contracts in sport and entertainment marketing. 1.I.D Unions given instruction, students will analyze the public relations impact of labor laws on sports and assess the financial harm that strikes may cause to a sport. 1.I.C 1.IV.C, D Licensing given instruction, students will explain the concept of licensing and describe the value of licensing sports and entertainment merchandise. 1.IV.C, D, H, K Students will write an essay explaining the statement, Success in business requires a partnership between labor and management. Students will research court cases regarding participants suing event promoters, artists, and property owners because the participant was injured at a function these people sponsored. They will present the case and discuss the pros and cons of the lawsuit as seen by the defendant and complainant.

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