Lesson Plan
Course Title: Sports and Entertainment Marketing
Session Title: Entertainment Marketing
Performance Objective:
After completing this lesson, the student will define entertainment and describe the impacts of
advances in entertainment technology on entertainment marketing.
Specific Objectives:
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•
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The student will define entertainment.
The student will describe the impacts of advances in entertainment technology on
entertainment marketing.
The students will explain how marketing entertainment is associated with selling related
products.
The student will describe the history of entertainment.
The student will explain the importance of customer feedback for the entertainment
industry.
The student will explain the growing popularity of reality television shows.
TERMS
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•
•
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Entertainment marketing-influencing how people choose to spend their time and money
on entertainment
Entertainment-whatever people are willing to spend their money and spare time viewing
rather than participating in
Ratings-number of viewers the programmed entertainment attracted
Feedback-consumer response or reaction
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Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the
activities may result in the elimination of any or all of the TEKS listed.
130.346 (c)(2)(D)
…express the importance of target markets…
130.346 (c)(2)(E)
…describe advantages and disadvantages of market segmentation and mass marketing…
130.346 (c)(15)(A)
…explore how the use of demographics has influenced the industry…
130.346 (c)(14)(B)
…distinguish among sports and entertainment marketing terms…
130.346 (c)(2)(F)
…research trends and emerging technologies affecting sports and entertainment marketing…
130.346(c)(14)(A)
…demonstrate knowledge of the history of sports and entertainment as an industry and how it
relates to today’s marketplace
130.346(c)(14)(D)
…research sports and entertainment marketing information…
Interdisciplinary Correlations:
English:
110.31 (b)(21)(B)
… organize information gathered from multiple sources to create a variety of graphics and forms
(e.g., notes, learning logs)…
110.31 (b)(22)(B)
…evaluate the relevance of information to the topic and determine the reliability, validity, and
accuracy of sources (including Internet sources) by examining their authority and objectivity…
110.31 (b)(23)(C)
… uses graphics and illustrations to help explain concepts where appropriate…
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110.31 (b)(23)(D)
… uses a variety of evaluative tools (e.g., self-made rubrics, peer reviews, teacher and expert
evaluations) to examine the quality of the research…
Teacher Preparation:
Teacher will review the terms in the outline, power point and handouts to become familiar with
lesson.
Teacher should locate and evaluate various resources and websites before the lesson.
Teacher will have assignments and website information ready to distribute to students.
References:
EW.com
etonline.com
Google Entertainment Marketing Concepts
Disney, Universal Studio, MGM, opera, casino Websites
Utilize search engine for information about entertainment events
Instructional Aids:
1. Display for PowerPoint, websites for assignments and class discussion
2. Sports and Entertainment Marketing, 3rd edition, Kaser & Oelkers, South-Western
Cengage Learning: Sports and Entertainment Management, Kaser & Brooks, SouthWestern Cengage Learning.
3. People Magazine
4. USA Today
5. Hulu Videos: America’s Got Talent, Undercover Boss, Dancing with the Stars
Materials Needed:
1. Printer paper
2. Assignments and website information ready to distribute to students.
(Changing Nature of Television Shows Report) Direction Sheet
2. Entertainment Magazines, Internet clips from Entertainment (review shows)
3. Internet access to Hulu videos
Student projects will be displayed to increase interest in Sports and Entertainment
Marketing.
Equipment Needed:
1. Computer with PowerPoint and Internet Access
2. Projector to Show Internet Sites, Undercover Boss Episodes, America’s Got Talent,
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Dancing with the Stars Episodes
3. Computers for Students to Conduct Research and Collect Data for Projects
Learner Preparation:
Ask students to describe reality television shows. Reality television shows allow viewers to
create their own ending and select their new favorite entertainers. Television networks like
reality shows because they require much smaller budgets to produce than other television
shows.
Survey the class to determine their favorite form of entertainment (other than sports). List all
of the entertainment venues on the board and then explain why marketers would conduct
research about the students’ age group to determine what type of entertainment to produce.
Introduction
Introduction (LSI Quadrant I):
SHOW: A clip from American Idol or America’s Got Talent.
ASK: Ask students if they have a talent that they would be willing to share on a show like
American Idol or America’s Got Talent.
SAY: Shows like America’s Got Talent and American Idol are popular because ordinary people
present their talents in hopes of making it big. The shows include funny and highly competitive
moments.
ASK: Ask students if they go to movie theaters to watch movies or wait until the movies are on
television or DVD.
SAY: Explain how the advancement in technology and delivery of entertainment has required
the entertainment industry to offer quick, convenient, affordable options to consumers.
ASK: Ask students why different forms of marketing must be advertised and promoted to target
markets.
SAY: Explain how individuals have many entertainment options and limited dollars to spend.
ASK: Ask students to give examples of free entertainment.
SAY: During tight economic times, entertainment venues must offer special prices and
promotions to generate a profit.
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Outline
Outline (LSI Quadrant II):
Instructors can use the PowerPoint presentation, slides, handouts, and note pages in
conjunction with the following outline.
MI
Outline
I. Entertainment Marketing
A. Influencing how people choose to spend their
time and money on entertainment
B. Entertainment
1. whatever people are willing to spend their
money and spare time viewing
2. people enjoy without directly participating in
the event
3. target markets are determined for different
entertainment venues
a. opera
b. concert
c. television
d. county and state fairs
e. dances
f. rodeo
g. Disney Land, Universal Studios
II. Evolution of Entertainment and Entertainment
Marketing
A. Beginning of Twentieth Century
1. audiences needed to travel to the
entertainment source
2. audience feedback was instantaneous and
live
3. technology distanced entertainers from their
audiences
B. Beginning of Change
1. Disneyland-a new approach to the marketing
mix of entertainment
2. Television-the big eye in every room
a. changed the marketing of entertainment
Notes to Instructor
Use PowerPoint and
current events as aids.
Ask the class to
brainstorm and list all
types of entertainment.
List the types of
entertainment on the
board. Then, survey
the class to determine
the number of students
who would attend each
form of entertainment
event.
Explain how research
is conducted to
determine the type of
entertainment that
different groups
(demographics) are
willing to buy.
Use PowerPoint as
aid.
Ask the students if
they have seen a black
and white television.
Explain that color
television first entered
the picture in 1962.
People were exited
about changing out
black and white for
color. Now consumers
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in a profound way
b. influences consumer behavior and
purchases
c. television ratings drive the type of
programming
d. ratings-the number of viewers the
programming attracted
3. Change Accelerated
a. technology improvements
b. the Internet
c. cable television
d. satellite television
e. flat screen television
are consumed with the
latest flat screen
technology and
purchase televisions
that are the size of
movie screens.
Television networks
are highly concerned
with ratings. Nielsen
ratings indicate the
market share for
different programs
(size of audience
watching a show or the
news). Cable and
satellite television give
consumer hundreds of
channels to select.
Early television had
three major networks.
Disney broadened the
world of family
entertainment. Survey
the students to see
how many have been
to Disneyland or
Disney World. Then
explain how theme
parks must be
constantly updated to
maintain attendance.
The success of Disney
leads to competitors
(Universal Studios,
MGM, and Sea World).
III. Technology and Customer Feedback
A. Audiences can use a variety of communication
technologies to provide entertainment feedback
B. feedback-how consumers respond to different
forms of entertainment
1. text message your vote
2. watch/not watch the show (involves
television ratings)
Use PowerPoint as
aid.
Survey students to
determine how many
have watched
television shows
where they had the
option to text a vote.
Then explain why
shows like “America’s
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Got Talent” are so
popular because the
television audience
can directly impact the
results by voting.
Verbal
Linguistic
Logical
Mathematical
Visual
Spatial
Musical
Rhythmic
Bodily
Kinesthetic
Intrapersonal
Interpersonal
Naturalist
Existentialist
Application
Guided Practice (LSI Quadrant III):
Show students an episode of “America’s Got Talent.” Then discuss why the program is popular
and why Americans like watching the show. Explain how reality shows allow viewers to
influence the results (winner).
Independent Practice (LSI Quadrant III):
Amusement Park PowerPoint Assignment: Split the class into five groups. Each group
should be assigned one of the following amusement parks: Disney World, MGM, Universal
Studios, Sea World, and Disneyland. Give each group one class period to research their
entertainment venue. Students must prepare a PowerPoint presentation that describes their
entertainment venue, describes the demographics of likely consumers for the entertainment
venue, and the type of advertising that is used by the entertainment venue.
Teachers will navigate the classroom to ask groups questions about their presentations and
strategies for the assigned projects.
Students will use the Internet to determine the latest Nielsen weekly ratings for television
programs and newscasts. Then students choose a top-rated program or newscast and write
reasons why they believe the show or newscast is so highly rated.
Summary
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Review (LSI Quadrants I and IV):
Question: What is entertainment marketing?
Question: What are the benefits of television to marketers and advertisers?
Question: Why are ratings so important in the world of television?
Question: What technological advancements have greatly impacted television?
Evaluation
Informal Assessment (LSI Quadrant III):
Instructor should observe the work ethic of individuals involved in the group projects. Instructor
should move around the classroom to make sure that students are participating in the
independent group project. All students are required to contribute to the independent practice
PowerPoint activity.
Formal Assessment (LSI Quadrant III, IV):
Students will be evaluated on their “Changing Nature of Television Shows” report by using
the assigned rubric.
Extension
Extension/Enrichment (LSI Quadrant IV):
Flash Card Review Game
1. Give each student a card with a key entertainment marketing term. The student must
write the definition of the term on the back of the card in a FLASH.
2. Each student will hold up their term in the front of class. Students have two minutes to
write the definition for the term and a sentence that demonstrates an understanding of
the term.
3. Once all terms have been covered, students will write several paragraphs an
entertainment event that includes all of the terms.
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Sports and Entertainment Marketing
Student Directions
Changing Nature of Television Shows Assignment
Formal Assessment (LSI Quadrant III, IV):
Television shows have changed dramatically during the last 50 years. What was funny
or popular 1, 5, or 10 years ago, is now obsolete. The innocence of popular television
shows from the 1960s has been overtaken with shows that would have been too risqué
in the past.
Watch one episode of “Leave It To Beaver” or “Andy Griffith.” Then watch an episode of
a current popular weekly television show that is suitable for family viewing. Take notes
to compare and contrast the television shows. Then write a report that describes how
television shows have changed. Explain the role that culture, trends, and demographics
have on television shows.
Your paper should describe the central theme for the television show and the
characters. The paper should also indicate the statement that the show is trying to
make. Describe how humor has changed in television programming. You must describe
what was/is happening in society during the production of the television shows and
explain how societal events have influenced television content.
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Changing Nature of Television Shows Rubric
CATEGORY 20
15
10
5
Organization
Information is
very organized
with wellconstructed
paragraphs and
subheadings.
Information is
organized with
wellconstructed
paragraphs.
Information is The information
organized, but appears to be
paragraphs are disorganized.
not wellconstructed.
Quality of
Information
Information
clearly relates
to the main
topic. It
includes
several
supporting
details and/or
examples.
Information
clearly relates
to the main
topic. It
provides 1-2
supporting
details and/or
examples.
Information
clearly relates
to the main
topic. No
details and/or
examples are
given.
Information has
little or nothing
to do with the
main topic.
Quality of
Writing
Complete
sentences with
good variety,
proper
grammar, and
correct spelling.
Complete
sentences,
correct spelling
and proper
grammar. Need
more variety in
sentence
structure.
Complete
sentences with
some improper
grammar.
Some
incomplete
sentences and
fragments,
some
misspelled
words and poor
grammar.
Paragraph
Construction
All paragraphs
include
introductory
sentence,
explanations or
details, and
concluding
sentence.
Most
paragraphs
include
introductory
sentence,
explanations or
details, and
concluding
sentence.
Paragraphs
included
related
information but
were typically
not constructed
well.
Paragraphing
structure was
not clear and
sentences were
not typically
related within
the paragraphs.
Amount of
Information
All topics are
addressed and
all questions
answered with
at least 2
sentences
about each.
All topics are
addressed and
most questions
answered with
at least 2
sentences
about each.
All topics are
One or more
addressed, and topics were not
most questions addressed.
answered with
1 sentence
about each.
Total Points Earned ________
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