Lesson Plan
Course Title: Sports and Entertainment Marketing
Session Title: Marketing Information Management for Sports and Entertainment
Performance Objective:
After completing this lesson, the student will explain the purpose of marketing-information
management and describe careers in marketing-information management.
Specific Objectives:
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The student will explain the reason for marketing research.
The student will define syndicated research.
The student will explain the importance of electronic data for making decisions.
The student will describe how polls are used to gather people’s opinions.
The student will explain the value of engaged customers.
The student will give examples of careers in marketing research.
The student will identify the growth potential for marketing research careers.
The student will define client-side researchers.
The student will list job qualifications needed for marketing research.
TERMS
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Syndicated research-research conducted by an independent company and then offered
for sale to everyone in an industry
Polls-surveys of people’s opinions
Engaged customers-repeat customers who are completely loyal to the company’s
products and services
Client-side researchers-when staff researchers work with external research agencies
Occupational Outlook Handbook-publication of the Bureau of Labor Statistics that
provides an excellent overview of different marketing-related jobs and careers
Jargon-language that relates to a specific area and that makes communication more
concise
Market share-portion of the total possible market dollars or business
Marketing research-gathering data and indentifying solutions to marketing problems
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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)(7)(A)
…explain characteristics and purposes of a marketing-information system…
130.346 (c)(7)(B)
…identify benefits and limitations of marketing research…
130.346 (c)(7)(D)
…analyze data used to make accurate forecasts…
130.346 (c)(16)(A)
…research careers in the sports and entertainment marketing industry…
130.346 (c)(16)(B)
…list and describe businesses related to sports and entertainment…
130.346 (c)(14)(B)
…distinguish among sports and entertainment marketing terms…
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…
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, PowerPoint slides and handouts to become familiar
with lesson.
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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:
Sports Business Journal
Occupational Outlook Handbook
Advertising Age
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. Advertising Age
4. USA Today
5. Sports Illustrated
Materials Needed:
1. Printer paper
2. Assignments and website information ready to distribute to students.
(Marketing Research) Direction Sheet
2. Sports Business Journal and Entertainment Industry Economics: A Guide for Financial
Success
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 and “Undercover Boss” Episodes
3. Computers for Students to Conduct Research and Collect Data for Projects
Learner Preparation:
Ask students if their family has ever received a telephone call asking them to complete a survey.
Then explain how surveys are conducted to find out what consumers think and want. Marketing
research is conducted in sports and entertainment to determine the latest trends. The research
helps to determine what people are willing to pay for sports and entertainment events.
Copyright © Texas Education Agency 2011. All rights reserved.
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Introduction
Introduction (LSI Quadrant I):
SHOW: Show students an example of a Gallup survey.
ASK: Ask students why companies would hire organizations like Gallup to conduct research.
SAY: Explain how research is a difficult, time-consuming process and some companies hire the
experts in the industry to conduct research.
ASK: Ask students what kind of information a professional sports team would like to have about
its fans.
SAY: Effective research helps sports and entertainment venues plan events that result in repeat
customers.
ASK: Ask students why it is important to research careers to determine future growth needs.
SAY: Explain how resources like the Occupational Outlook Handbook are very helpful when
planning a career.
Outline
Outline (LSI Quadrant II):
Instructors can use the PowerPoint presentation, slides, handouts, and note pages in
conjunction with the following outline.
MI
Outline
Notes to Instructor
I. Marketing-Information Management
A. The Need for Speedy Information
1. consumers have many choices when it comes
to spending discretionary income
2. to gain market share, businesses must obtain
information about potential customer’s wants
and needs
B. Who is Buying
1. developing a product or service can be very
expensive
2. making a movie can cost millions of dollars
3. syndicated research-research conducted by
an independent company and then offered for
sale to everyone in an industry
4. electronic data-can be viewed instantly
Use PowerPoint and
current events as aids.
Since developing new
products and services
is very expensive,
companies count on
marketing research to
make better informed
decisions.
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worldwide and used to make decisions.
II. Engaging Customers
A. Polls-surveys of people’s opinions
B. The Gallup Organization-international marketing
research firm that uses special software to
conduct polls
C. Engaged Customers-repeat customers who are
completely loyal to the company’s products and
services
1. five times as expensive to attract the
business of new customers as it is to retain
the loyalty of current customers
2. loyal customers greatly increase company
profits
III. Careers in Marketing Research
A. Marketing Researchers
1. acquire and manage marketing information
2. hired by media companies (television, motion
pictures, radio, print, Internet) to collect data
about their audiences and competition
3. track sales of movie tickets, videos, DVDs,
newspapers, and books
4. track the characteristics of people who are
buying sports and entertainment goods and
services
B. Marketing Research Firms
1. U.S. Department of Labor-number of careers
in marketing research will increase by 18 to
26 percent through 2014
2. much faster growth than other occupations
3. most marketing researchers are employed in
large cities
4. usually requires an advanced degree such as
a master’s degree
5. researchers like to explore new ideas and look
for trends
6. begin their careers as entry-level associates
who assist with conducting surveys and
compiling reports based on collected data
C. Client-side Researchers
1. when staff researchers work with external
research agencies
2. hundreds of companies specialize in
marketing research
3. ACNielsen
Use PowerPoint as
aid.
Repeat customers
mean larger profits.
Polls and surveys are
used to determine the
satisfaction level for
current customers.
Use PowerPoint as
aid.
Marketing research
careers are projected
to grow faster than
other career fields.
Many of these jobs are
located in large cities.
Research is used to
track sales, determine
customer satisfaction,
and determine the
need for new
entertainment venues.
Client-side research
involves using external
companies to conduct
research.
ACNielsen ratings are
closely followed in the
television and movie
industries. This
organization measures
the market share for
movies and television
networks.
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a. major marketing research firm founded in
1923
b. global consumer expert serving more than
9,000 client businesses
c. noted for television audience ratings
d. divided into businesses that focus on
segments of the entertainment industry,
such as television or films
e. more than 21,000 employees
D. Director of Marketing
1. requires B.S. degree and experience in
marketing or marketing research
2. MBA is a plus
3. primary objective of the position-drive
profitable revenue for the assigned
products
4. Tasks
a. director’s team tracks sales, analyzes
advertising data, helps plan media
campaigns, and much more
b. director-manages the team, makes
presentations, creates schedules and
action plans, develops training
materials, and is the main contact for
information
5. Required Skills
a. organization
b. communication
c. presentation
d. proficiency in word processing,
database, and presentation software
Verbal
Linguistic
Logical
Mathematical
Visual
Spatial
Musical
Rhythmic
Bodily
Kinesthetic
Intrapersonal
The marketing director
position requires a
B.S. degree. Having
an MBA is even better
for this position.
Marketing directors
must be organized.
They need good
communication skills
and must be able to
make effective
presentations.
Interpersonal
Naturalist
Existentialist
Application
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Guided Practice (LSI Quadrant III):
Ask students if they have ever participated in a survey either in the mall, on the phone, through
the mail, etc. What was the topic? Were they offered anything for their participation?
Independent Practice (LSI Quadrant III):
Marketing Research Assignment (2 students per team)
1. Television shows and televised sporting events count on ACNielsen ratings to stay in
business for another season. Students will choose a television show or annually
televised sporting event that uses marketing research to determine who is watching the
program and to improve the show or sporting event in the future.
2. Students will define the target market for the show/sporting event and develop 10 survey
questions to ask viewers in order to improve the show/sporting event.
3. Students must explain the best strategy for surveying members of the target market and
describe incentives to increase the response rate of surveyed television viewers.
4. This project will be evaluated using the associated rubric.
Summary
Review (LSI Quadrants I and IV):
Question: Why do sports and entertainment organizations need to use marketing research?
Question: Who are engaged customers?
Question: Why is it more important to retain loyal customers than seek new customers?
Question: What type of research is the specialty for ACNielsen?
Question: What is syndicated research?
Question: What type of research is conducted by the Gallup Organization?
Question: What is the responsibility of the director for marketing research?
Evaluation
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Informal Assessment (LSI Quadrant III):
Instructor should observe the work ethic of individuals involved in the marketing research
activity. All students are required to contribute to the three-part independent practice activity.
Formal Assessment (LSI Quadrant III, IV):
Students will be evaluated on their “Marketing Research” 3-part assignment by using the
assigned rubric.
Extension
Extension/Enrichment (LSI Quadrant IV):
Marketing Research and the Gallup Organization
Student Directions
1. Conduct research to learn more about the Gallup Organization and how it is involved
with marketing-information management.
2. Use the Internet to determine the role of the Gallup Organization. You should also find
out who Gallup Organization’s largest clients are.
3. Prepare a PowerPoint presentation that explains the importance of marketing research
to gather data and how the data is used by organizations for improvement.
4. This project will be evaluated using the associated rubric.
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Sports and Entertainment Marketing
Student Directions
Marketing Research Assignment
Independent Practice (LSI Quadrant III)
Endorsement Assignment
1. Describe the role of ACNielsen for television programming. Choose a popular television
show or annually televised sporting event that counts on the feedback of viewers to stay
on the airwaves.
2. Define the target market for your selected show/televised sporting event. Develop 10
survey questions to ask viewers in order to improve the program or televised sporting
event.
3. Explain the best strategy for surveying members of the target market for the
show/sporting event and describe incentives that will generate a greater response rate
from viewers who are surveyed.
4. Your project will be evaluated using a rubric that covers instructions 1-3.
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Marketing Research Assignment Rubric (Define Target Market, Develop 10-Question
Survey, Strategy to Increase Viewer Response Rate)
CATEGORY
20
15
10
5
Quality of Work
Provides work of the Provides high quality Provides work that
highest quality.
work.
occasionally needs to
be checked/redone
by other group
members to ensure
quality.
Provides work that
usually needs to be
checked/redone by
others to ensure
quality.
Target Market
Thoroughly
describes the target
audience for the
television program
or televised sporting
event and gives
concrete examples.
Adequately
Explains the target
describes the target audience with 80%
audience for the
clarity.
television program
or televised sporting
event.
Provides partial
information used to
describe the target
audience.
10-Question
Survey
Excellent survey
with relevant, nonleading questions.
Good survey with
acceptable
questions.
Adequate survey with Ten question survey
80% non-leading
with too many leading
questions.
questions.
Viewer
Response Rate
Strategy
Excellent, welldefined strategy to
increase viewer
response rate.
Good ideas to
increase viewer
response rate.
Adequate strategy to Partial strategy to
increase viewer
increase viewer
response rate.
response rate.
Pride
Work reflects this
student's best
efforts.
Work reflects a
strong effort from
this student.
Work reflects some
effort from this
student.
Work reflects very
little effort from this
student.
Total Points Earned ________
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Extension/Enrichment (LSI Quadrant IV):
The Gallup Organization PowerPoint Presentation
Rubric
CATEGORY
20
15
10
Presentation
Well-rehearsed with
smooth delivery that
holds audience
attention.
Rehearsed with fairly
smooth delivery that
holds audience
attention most of the
time.
Delivery not smooth, Delivery not smooth
but able to maintain and audience
interest of the
attention often lost.
audience most of the
time.
Attractiveness
Makes excellent use
of font, color,
graphics, effects,
etc. to enhance the
presentation.
Makes good use of
font, color, graphics,
effects, etc. to
enhance the
presentation.
Makes use of font,
color, graphics,
effects, etc. but
occasionally these
distract from the
presentation
content.
Use of font, color,
graphics, effects etc;
these often distract
from the presentation
content.
Content
Covers topic indepth with details
and examples.
Subject knowledge
is excellent.
Includes essential
knowledge about the
topic. Subject
knowledge appears
to be good.
Includes essential
information about
the topic but there
are 1-2 factual
errors.
Content is minimal
OR there are several
factual errors.
Organization
Content is well
organized using
headings or bulleted
lists to group related
material.
Uses headings or
Content is logically
bulleted lists to
organized for the
organize content, but most part.
the overall
organization of
topics appear
flawed.
There was no clear
or logical
organizational
structure; just lots of
facts.
Sources
Source information
collected for all
graphics, facts, and
quotations. All
documented in
desired format.
Source information
collected for all
graphics, facts, and
quotations. Most
documented in
desired format.
Very little or no
source information
was collected.
Source information
collected for
graphics, facts, and
quotations, but not
documented in
desired format.
5
Total Points Earned ________
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