COURSE DESCRIPTION Course Title: CBEDS Title: Sports Business & Marketing Business Marketing Recreation & Tourism CBEDS Number: 4117 Job Titles: Sporting Events Coordinator Recreation & Amusement Attendant Athlete and Sports Competitor Business Manager or Sports Agent Radio & Television Announcer Public Relations Specialist Advertising and Promotion Manager Course Description: This course will provide students with the fundamental concepts of marketing and business through the sports industry. The Sports Business & Marketing program will prepare individuals to perform basic marketing functions common to a variety of enterprises, such as sporting events, amusement parks, athletic clothing, and sports management. This course provides foundational knowledge, skills, and attitudes for advanced or specialized study in marketing. Students study marketing foundations and principles, including product, pricing, promotion, finance, selling, risk management, customer service marketing information management and product/service planning. Total Hours: 260 Prerequisites: Date last revised: New Course: Yes Last Advisory Approval Date: Date last Board Approval: 4/19/07 2300 Crenshaw Boulevard Torrance CA 90501 (310) 224-4200 WWW..COM Page 1 of 1
COURSE OUTLINE General workplace skills and expected student proficiencies: CLASSROOM HOURS Community Classroom Hours Communication Skills 5 a. Reads and understands written information b. Demonstrates Writing Skills c. Listens Reflectively d. Speaks Clearly and Articulately e. Understands Workflow through Departments Communications 2.0,, 2.6 Responsibility and Flexibility 7.0 7.4 Problem Solving & Critical Thinking 5.1, 5.3 5. Function as a selfdirected learner 2. Thinking and Problem Solving Skills 5 a. Demonstrates Basic Reading and Math Skills b. Demonstrates Thinking/Reasoning Skills c. Identifies Allocates, and Organizes Resources/Data d. Organizes and Maintains Records Mathematics 2.1-2.6, Writing 1.3, 1.7,1.8,2.5 Science:Investigation & Experimentation 1.a, 1.d Problem-Solving/Critical Thinking 5.1, 5.2, 5.3 Technology 4.2 3. Function as a selfdirected learner 4. Possess critical thinking skills 3. Occupational Safety 10 4 a. Practices Workplace Safety b. Practices Health and Safety Laws c. Practices safe use of equipment 2300 Crenshaw Boulevard Torrance CA 90501 (310) 224-4200 WWW..COM Page 2 of 2
Communications 2.0 Writing 1.3, 1.7,1.8, 2.5 Health and Safety 6.0 6.2 Technology 4.0, 4.1-4.4 4.Able to analyze and apply appropriate tools/technology 4. Personal Skills 5 a. Demonstrates positive Self-management skills b. Demonstrates positive work ethics c. Possesses Integrity d. Exhibits positive Image/Professional Appearance e. Demonstrates positive self-esteem Communications 2.0 Ethics and Legal Responsibilities 8.0 8.3 Problem Solving & Critical Thinking 5.1,5.2, 5.3 6. Function as a responsible, contributing member of society 5. Interpersonal Skills 5 a. Demonstrates Collaboration and Teamwork Skills b. Demonstrates Conflict Resolution Skills c. Demonstrates Leadership Skills d. Demonstrates Sociability Skills Problem Solving/Critical Thinking 5.3 Leadership and Teamwork 9.1, 9.3-9.5 Responsibility and Flexibility 7.0, 7.1, 7.7 5. Function as a self directed achiever. 6. Function as a responsible contributing member of society. 6. Employment Literacy 10 a. Understood Career Paths b. Understood Continuing Education c. Reforms Job Search 1. Employment Sources 2. Application 3. Resume 4. Interview and Follow-up d. Understands Workplace Issues 1. Discrimination 2. Cultural Diversity 3. Harassment (i.e. sexual) 4. Drug Testing 2300 Crenshaw Boulevard Torrance CA 90501 (310) 224-4200 WWW..COM Page 3 of 3
Written & Oral Language 2.3 Listening and Speaking 2.4 Career Planning & Mgmt. 3.0-3.7 Responsibility and Flexibility 7.0 7.5 2.Demonstrates career/employment literacy 6. Function as a responsible contributing member of society 7. Technological Literacy 20 4 a. Demonstrates Working Knowledge of Computer b. Demonstrates Working Knowledge of Career Appropriate Technology c. Selects Proper Tools, Material and Procedures d. Learns/Adapts to New Technology Reading 1.1, 2.1, 2.3 Technology 4.0 Writing 2.5 Science: Investigation & Experimentation 1.a, 1.d Technology 4.0 4.1-4.4 Business: Technical Knowledge & Skills 10.3, 10.4 4. Able to analyze and apply appropriate tools/technology 2300 Crenshaw Boulevard Torrance CA 90501 (310) 224-4200 WWW..COM Page 4 of 4
Content area skills and expected student proficiencies: CLASSROOM Community HOURS Classroom Hours 1. ORIENTATION 10 a. Understands course goals and objectives b. Possesses knowledge of career opportunities c. Understands and explores own abilities d. Practices classroom rules and policies 3.1-3. Career Planning & Management 3.1-3.6 Ethics and Legal Responsibility 8.2-8.4 Technology 4.0 4.1-4.4 Problem Solving & Critical Thinking 5.1-5.3 2. Demonstrates career/employment literacy 5. Function as selfdirected achiever 2. Introduction to Sports Marketing 10 8 a. Defines and understands the term marketing and its importance 1. Describe the four marketing elements product manufacturing, distribution, price and promotion 2. Discusses and understands satisfying customer needs b. Defines and understands sports marketing 1. Describes a target market 2. Understands how to identify these markets for various spectator sports and activities 3. Researches spending habits of fans as related to sporting events 3.1-3. Business C1.3 C2,2, C4,1-C4.4 Responsibility & Flexibility 7.1-7.2, 7.4 4.Posses critical thinking skills 3. History of Sports Business & Marketing 15 a. Discusses and demonstrates understanding of global impact of sports and recreation b. Explains the concept of supply and demand as it relates to sports marketing c. Discusses the evolution of the sport business d. Reviews fundamentals and role of American sports business in economics History/Social Studies 12.2.5 C1.1,C1.2, C1.4, C8.1 Technology 4.0 4.3, 4.6 Problem Solving & Critical Thinking 5.1-5.3 Responsibility & Flexibility 7.1-7.4 4. Possess critical thinking skills 2300 Crenshaw Boulevard Torrance CA 90501 (310) 224-4200 WWW..COM Page 5 of 5
4. The Art of Marketing 20 16 a. Demonstrates knowledge of company sponsorship and its role in marketing products, services and image b. Discusses financial implications of logos on clothing, gross impression, and timing c. Creates and demonstrates a sponsorship strategy that includes trademarks/logos, event planning, ticket sales, program ads, exhibit/displays d. Describes the importance of market research in sports and develops a fan profile e. Researches and understands how to reach your target market 1. Discuss advertising: when, where, how often 2. Discuss promotion: what - the good, bad and ugly f. Promotion of the Product 1. Explains the selling process, approach, product knowledge and closing the sale 2. Demonstrates cash handling techniques and math computations 3. Develops a group season ticket package and describes the process of selling tickets 4. Identifies components in event management: pre-game set up, fan fun activities, music and concessions g. Creates a Marketing Plan for a sports event or team 1. Discusses and defines the role of promotions in a marketing plan 2. Analyzes the value of market research a. Where to find data and how to make meaning from it b. Evaluate how to select information and cost of information c. Compare the cost of market research to its value to a business 3. Strategic Marketing and self evaluation 4. Marketing The Bottom Line, define profit a. Summarize who gets the money b. Discuss profitability challenge History/Soc. Studies 12.1,12.2.3, 12.2.5, 12.2.6 C4.1-C4.4 C6.1, C6.2 Technology 4.0 4.3, 4.6 Problem Solving & Critical Thinking 5.1-5.4 Business: Technical Knowledge & Skills 10.3, 10.4 Leadership and Teamwork 9.1-9.5 4. Possess critical thinking skills 5. Function as self directed achiever 5. College and Amateur Sports 20 16 a. Analyzes the procedure for marketing college athletics 1. Discusses the financial impact of a successful college athletics program on the schools, cities, and states 2. Name who regulates Rules and Rankings and write a definitive statement 3. Evaluate marketing opportunities in women s sports 4. Define the role of the NCAA and other governing bodies on schools and student athletics b. Explore the economic impact of college athletics 1. Discuss benefits to the community 2. Analyze the cost and financial return of sponsorship and licensing 3. Summarize Conference Realignment and the marketing as well as financial impact of such a change. c. Discusses the popularity of Amateur Sports 2300 Crenshaw Boulevard Torrance CA 90501 (310) 224-4200 WWW..COM Page 6 of 6
1. Explore the business and marketing opportunities that are created by amateur sports 2. Research how amateur sports are marketed, locally, nationally, and internationally 3. Analyze the financial benefits of specific sports that have wider appeal d. Define the role of high school sports 1. Analyze and evaluate if high school student should be used for marketing purposes 2. Evaluate the effects of television/broadcasting on prep sports Math 1.1,3.1,3.3 C1.1-C1.2, C4.4 Ethics & Legal Responsibility 8.0, 8.1, 8.3, 8.4 4. Possess critical thinking skills 6. Licensing and Sponsoring Products and Services 15 8 a. Defines structure of licensing and merchandising. b. Describes the nature of legally binding contracts c. Explains the concept of risk management and legal issues involved as they pertain to sports d. Determines how and when to seek legal assistance e. Defines managing risk and summarizes steps to risk management and control f. Define labor relations g. Summarize the licensing procedures and what Insurance licensing provides Math 3.3 Business:C1.3, C3.2, C4.1 Recreation: C12.6 Business:Technical Knowledge & Skills 10.3, 10.4 Ethics & Legal Responsibility 8.0, 8.1-8.3 4. Possess critical thinking skills 7. Sports Marketing Firms and Global Market 20 16 a. Discusses the role of Sports Marketing firms 1. Describes the services offered by the firm and the agent 2. Write a summary defining sports as a commodity, a business, a benefit to the community 3. Define pro bono and its role in successful Marketing b. Evaluates the global market for sports 1. Identify international sports trends 2. Summarize the international business status of sports in the current year 3. Discuss international talent scouting, media and marketing 4. Discuss international market niches and the marketing of women s sports. Evaluate the historical changes to these markets 5. Evaluate the importance of the Olympics and world class soccer History, Social Science12.1,12.4,12.2.5, 12.4.2 C1.4,C2.2, C2.5, C4.2, C4.4 Technology 4.0 4.3, 4. Possess critical thinking skills 5. Function as self directed achiever 2300 Crenshaw Boulevard Torrance CA 90501 (310) 224-4200 WWW..COM Page 7 of 7
8. Careers in Sports Marketing 10 8 a. Analyzes careers in sports marketing and discusses the personality type necessary, mode of living, benefits, advantages and disadvantage to working in the industry. 1. Discuss where job openings occur and summarize the type of careers available 2. Discuss the activities of sports marketing and the technical services required to support these activities 3. List fundamentals to success in sports marketing and avenue that may create a professional career opportunity 4. Develop a portfolio with all research, evaluations, and sports marketing strategies learned in this program. Math 3.3 C1.1, C1.3 Written & Oral Language 2.3 Listening and Speaking 2.4 Career Planning & Mgmt. 3.0-3.7 Responsibility and Flexibility 7.0 7.5 2.Demonstrates career/employment literacy 5. Function as selfdirected achiever 6. Function as a responsible contributing member of society 2300 Crenshaw Boulevard Torrance CA 90501 (310) 224-4200 WWW..COM Page 8 of 8