Lesson Plan
Course Title: Sports and Entertainment Marketing
Session Title: Marketing Basics of Sports and Entertainment
Performance Objective:
After completing this lesson, the student will describe the basic concepts of marketing
associated with Sports and Entertainment Marketing.
Specific Objectives:
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The student will define marketing for the sports and entertainment industry.
The student will explain the marketing mix for sports and entertainment.
The student will define the six core standards of marketing associated with sports and
entertainment.
The student will explain the core marketing standards associated with sports and
entertainment.
TERMS
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Marketing-the creation and maintenance of satisfying exchange relationships
Marketing mix-describes how a business blends the four marketing elements of product,
distribution, price, and promotion
Product-what a business offers customers to satisfy needs
Distribution-the locations and methods used to make products available to customers
Price-amount that customers pay for products
Promotion-strategies to make customers aware of products and encourage them to buy
Discretionary income-amount of money individuals have available to spend after paying
for the necessities of life and other fixed expenses, such as housing and car payments
Distribution-determining the best way to get a company’s products or services to
customers
Marketing-information management-gathering and using information about customers to
improve business decision making
Pricing-process of establishing and communicating to customers the value or cost of
goods and services
Product/service management-designing, developing, maintaining, improving, and
acquiring products or services for the purpose of meeting customer needs and wants
Selling-any direct and personal communication with customers to assess and satisfy
their needs and wants
Financing-preparing a budget for marketing activities and providing customers with
assistance in paying for the company’s products or services
Preparation
Copyright © Texas Education Agency 2011. All rights reserved.
1
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)(A)
…explain the marketing concept as it relates to sports and entertainment…
130.346 (c)(2)(B)
…describe each marketing function and how it relates to sports and entertainment…
130.346 (c)(2)(C)
…explain how each component of the marketing mix contributes to successful marketing…
130.346 (c)(2)(D)
…express the importance of target markets…
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, power point and handouts to become familiar with
lesson.
Teacher should locate and evaluate various resources and websites before the lesson.
Copyright © Texas Education Agency 2011. All rights reserved.
2
Teacher will have assignments and website information ready to distribute to students.
References:
Google Sports and Entertainment Marketing Concepts
Disney, Universal Studio, MGM, Major University Athletic Department Websites
Utilize search engine for information about marketing sports and entertainment events
Instructional Aids:
1. Display for PowerPoint, websites for assignments and class discussion. Sports and
Entertainment Marketing, 3rd edition, Kaser & Oelkers, South-Western Cengage
Learning: Sports and Entertainment Management, Kaser & Brooks, South-Western
Cengage Learning.
2. Sports Illustrated
3. USA Today
4. Hulu Videos: America’s Got Talent, Undercover Boss, Top Super Bowl Commercials
Materials Needed:
1. Printer paper
2. Assignments and website information ready to distribute to students.
(Value Added and Bringing Back the Popularity of Bowling Assignment) Direction
Sheets
2. Sports and Entertainment magazines
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, and America’s Got Talent
Episodes
3. Computers for Students to Conduct Research and Collect Data for Projects
Learner Preparation:
Ask students to create a list of different entertainment events. Then, ask students to list the
cost for an individual to experience each type of event. This assignment is a good ice
breaker to introduce the first Sports and Entertainment marketing lesson. Students should
be asked to rank their list of entertainment options (favorite to least favorite).
Copyright © Texas Education Agency 2011. All rights reserved.
3
Introduction
Introduction (LSI Quadrant I):
SHOW: Throughout the introduction, show pictures of a wide variety of sports and
entertainment events.
ASK: Ask students to share their list of ranked entertainment events.
SAY: Explain how people have limited dollars to spend on entertainment options and they must
make choices. All entertainment choices are competing for consumers’ discretionary income.
ASK: Ask students to use the computer to determine the number of seats in the football stadium
of a popular university noted for college football.
SAY: Explain how college football brings in large sums of money to a university’s athletic
department. A sold-out stadium with 80,000 seats can bring in $4 million to $6 million for one
game. Televised games mean more revenue for the participating teams. Major college bowl
games bring additional revenue to the participating colleges.
ASK: What is the cost to attend a new movie?
SAY: Today’s movies have the initial revenue from showing in theaters throughout the country.
Then, the movies are sold/rented for additional revenue.
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. Marketing
A. Creation and Maintenance of Satisfying
Exchange Relationships
B. Satisfying Customer Needs
1. customer needs-primary focus of marketing
2. three steps
a. identify the customer and the needs of the
customer
b. develop products that customers consider
better than other choices
c. operate the business profitably
Notes to Instructor
Use PowerPoint and
current events as aids.
Marketing is all about
developing satisfying
customer relationships
that result in repeat
business.
Copyright © Texas Education Agency 2011. All rights reserved.
4
II. Sports and Entertainment Marketing
A. Huge Industry
B. Numerous Products and Services
C. Consumers
1. make choices
2. determine how to use limited time and
financial resources
D. Marketers
1. access consumer demands
2. consider the competition
3. determine the financial value of goods and
services offered
Use PowerPoint as
aid.
The sports and
entertainment industry
is a multi-billion dollar
business.
Research must be
conducted to
determine how
consumers will spend
their discretionary
income.
The sports and
entertainment industry
has a lot of
competition for
consumer dollars.
III. The Marketing Mix
A. Product
1. what the business offers
2. to satisfy consumer needs
B. Distribution
1. locations
2. methods used to make products available to
customers
C. Price-amount customers pay for products
D. Promotion
1. for product awareness
2. to encourage customers to buy
Use PowerPoint and
websites as aids.
IV. Marketing Mix Considerations
A. Products Must Be Updated
B. Discretionary Income
Use PowerPoint and
websites as aids.
Ask students to give
examples of sports
and entertainment
events available to
consumers. Then ask
students to describe
how the events are
affected by tough
economic conditions.
After listing all possible
events on the board,
ask all students to
select the top event
they would pay to
attend.
Then explain how
sports and
entertainment
businesses must be
aware of consumer
wants and needs.
Copyright © Texas Education Agency 2011. All rights reserved.
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1. amount available to spend on entertainment
2. amount available after paying for necessities
and fixed expenses
C. Price
1. influences purchasing decisions made by
consumers
2. businesses must offer products that
customers want at prices they are willing to
pay
D. Distribution
1. transporting or delivering goods to final
customers
2. planning the location of an event
E. Promotion
1. inform prospective customers about sports
and entertainment events and products
2. television commercials, newspaper ads,
in-stadium ads, special offers on ticket stubs
3. requires creativity
4. costs large sums of money
Explain how football
tickets to a popular
university football
game normally cost
$50. Then explain
what happens when
the team is highly
ranked and is playing
another highly ranked
opponent. Then
explain why people are
willing to pay much
higher prices for the
big game. Price is
based upon supply
and demand. A
football stadium that
has sold out for the
last 30 years has
consumers who are
willing to pay high
prices to see a game.
Ask students what
they are willing to pay
for their favorite
concert. Then ask
students what other
merchandise is sold at
the concert to make
money.
Explain how a cotton
t-shirt costs $2.99.
When the same shirt
has the famous
musician or group’s
picture screen printed
on it, the price charged
can be as high as $40
due to consumer
demand.
Assign students the
“Value Added
Assignment.” Give
students the
instruction sheet and
go over details for the
formal assessment
assignment.
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VI. Marketing Mix for the Super Bowl--Sports Event of
the Year
A. Product
1. game between the AFC and the NFC
2. sold out before the football season even
begins
B. Price
1. ticket prices ($400-$600)
2. thousands of dollars for travel, hotels,
restaurants, food, and related
entertainment
C. Distribution
1. selecting the host city
a. accessible by fans
b. near an airport and major highway
c. plenty of hotel rooms
2. ticket outlets
3. the game, television, radio
D. Promotion
1. television commercials
2. newspapers
3. sports magazines
4. related-product contests
Show students the Top
Ten Super Bowl
Commercials (found
on the Internet). Then
explain how many
people watch the
Super Bowl and that
the cost for one 30second commercial
ranges from $2.6
million to $3 million.
VII. Marketing Mix for a State Fair (Entertainment
Event)
A. Product
1. must appeal to rural and urban residents
2. livestock shows, domestic and commercial
exhibits, carnivals, musical and other
entertainment
3. family event
B. Price
1. high enough to be financially sound
2. affordable
3. sensitive to consumer demand
4. special offers for different groups
C. Promotion
1. communication to prospective customers
2. television commercials, radio commercials
3. purpose—increase attendance
D. Distribution
1. location of the state fair
2. outlets where individuals can purchase
admission tickets
Survey students to
determine how many
have attended the
state fair. Then ask
students to use the
Internet to determine
attendance at different
state fairs throughout
the United States.
Cities that want to host
the Super Bowl must
have a large airport,
large stadium,
numerous hotel rooms,
and plenty of
restaurants and other
catering venues.
Ask students to
describe a marketing
strategy to expand the
attendance of urban
residents to the state
fair.
Ask students to
conduct research
using the Internet to
determine the
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3. central location—accessible for many
residents
VIII. Core Standards of Marketing
A. Distribution—determining the best way to get
a company’s products or services to
customers
B. Marketing-Information Management—
gathering and using information about
customers to improve business decision
making
C. Pricing—the process of establishing and
communicating to customers the value or cost
of goods and services
D. Product/Service Management—designing,
developing, maintaining, improving, and
acquiring products or services to meet
customer needs and wants
E. Promotion—using advertising and other forms
of communication to distribute information
about products
F. Selling—any direct and personal
communication with customers to access and
satisfy their needs and wants
G. Financing—budgeting for marketing activities
and providing customers with assistance to
pay for company’s products or services
entertainment
performing at different
state fairs throughout
the United States.
Then ask students to
describe the audience
(demographics) that
each entertainer will
attract.
Use PowerPoint
Entertainment venues
(businesses) can
improve performance
and attendance by
asking customers what
can be done to
improve the event.
This refers to
marketing-information
management.
Since consumers have
so many entertainment
options, the
product/service must
be up-to-date and
fresh. The promotion
used for the event
must ignite the interest
of consumers.
A popular singer or
group may charge
$80,000-$120,000 for
one performance.
Ticket prices must
cover this expense.
Entertainment venues
also count on
corporate sponsors for
concerts. More artists
are finding creative
strategies to make
money since a lot of
consumers are
downloading music
and few people are
buying CDs.
Copyright © Texas Education Agency 2011. All rights reserved.
8
Verbal
Linguistic
Logical
Mathematical
Visual
Spatial
Musical
Rhythmic
Bodily
Kinesthetic
Intrapersonal
Interpersonal
Naturalist
Existentialist
Application
Guided Practice (LSI Quadrant III):
Teacher will present examples of a wide variety of entertainment events and the cost to attend
the events.
Teacher will tell students to use the Internet to research an entertainment event that they would
like to attend. Students must determine the admission price for the event and then explain
reasons for the prices.
Independent Practice (LSI Quadrant III):
Student groups (3 people) will choose an entertainment event to research, using the Internet.
Students must list the Who, What, When and Where for the event and present their information
to the class.
Teachers will observe groups to make sure that all students are contributing to the project.
Teachers will navigate the classroom to ask groups questions about their presentations and
strategies for the assigned projects.
Students will complete the word search puzzle and write a sentence that incorporates each
term. The sentences should indicate the student’s understanding of word definitions.
Summary
Review (LSI Quadrants I and IV):
Question: What is an entertainment venue?
Question: What is the marketing mix for a concert?
Question: Why must entertainment venues pay attention to discretionary income when
determining ticket prices?
Question: What are additional items (product extensions) that can be sold at a college football
Copyright © Texas Education Agency 2011. All rights reserved.
9
game?
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 complete the word search and related
sentences that incorporate the terms.
Formal Assessment (LSI Quadrant III, IV):
Students will be evaluated on their “Added Value Assignment” by using the assigned rubric.
Sports and Entertainment Marketing
Student Directions
Independent Practice (LSI Quadrant III)
Added Value Assignment Directions:
•
Conduct research to determine the price of souvenir t-shirts sold at concerts,
rodeos, and other sporting events
•
Determine the initial cost of the plain t-shirt, art work, screen printing, and
royalties owed to the famous person, group, team, or university
•
Use fabric paint to design a shirt for an entertainment event
•
Determine a price to charge for the shirt based upon cost of production and
consumer demand
•
Write a paper that describes what you learned from this project and tell the
class about your final product
Extension
Extension/Enrichment (LSI Quadrant IV):
“Bringing Back the Popularity of Bowling Assignment” PowerPoint
Students visit the local bowling alley and visit with the owner/manager to determine
what strategies have been used to attract the attention of a high school target market.
Students conduct research to determine the popularity of bowling and the top target
markets for the sport.
Students design a marketing campaign to attract teenagers to bowling.
Students prepare a PowerPoint presentation that explains the marketing mix for the
bowling alley and includes a commercial to attract more teenagers to bowling. The
Copyright © Texas Education Agency 2011. All rights reserved.
10
project will be evaluated using the associated rubric.
Guest Speaker
Invite a guest speaker from some entertainment venue (radio station manager, athletic director,
county or state fair representative, local community celebration leader, etc.). Ask the speaker to
explain the 4 P’s for the event and the bottom line (revenue-expenses). Students must take
notes and ask questions. Each student should have at least ten complete sentences about what
they learned from listening to the speaker. Students will turn in their notes for a grade.
Copyright © Texas Education Agency 2011. All rights reserved.
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Independent Practice (LSI Quadrant III)
Word Search
Sports and Entertainment Marketing Mix
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DISCRETIONARY INCOME
DISTRIBUTION
FINANCING
MARKETING
MARKETING INFORMATION MANAGEMENT
MARKETING MIX
PRICE
PRICING
PRODUCT
PRODUCT SERVICE MANAGEMENT
PROMOTION
SELLING
Copyright © Texas Education Agency 2011. All rights reserved.
12
Sports and Entertainment Marketing
Student Directions
Independent Practice (LSI Quadrant III)
Added Value Assignment Directions:
•
Conduct research to determine the price of souvenir t-shirts sold at concerts,
rodeos, and other sporting events
•
Determine the initial cost of the plain t-shirt, art work, screen printing, and
royalties owed to the famous person, group, team, or university
•
Use fabric paint to design a shirt for an entertainment event
•
Determine a price to charge for the shirt based upon cost of production and
consumer demand
•
Write a paper that describes what you learned from this project and tell the
class about your final product
Value-Added T-Shirt Assignment Rubric
25
20
15
Graphics Originality
Several of the graphics
used on the shirt reflect
an exceptional degree
of student creativity in
their creation and/or
display.
One or two of the
graphics used on the
shirt reflects student
creativity in their
creation and/or display.
The graphics are
No graphics made
made by the
by the student are
student, but are
included.
based on the
designs or ideas of
others.
Knowledge
Gained
Student can accurately
answer all questions
related to value-added
products.
Student can accurately
answer most questions
related to value-added
products.
Student can
accurately answer
about 75% of
questions related to
value-added
products.
Student appears to
have insufficient
knowledge about
value-added
products.
The t-shirt is attractive
in terms of design,
layout and neatness.
The t-shirt is
acceptably
attractive though it
may be a bit
messy.
The t-shirt is
distractingly messy
or very poorly
designed. It is not
attractive.
All required elements
are included in the
project.
All but 1 of the
required elements
is included in the
project.
Several required
elements were
missing.
CATEGORY
Attractiveness The t-shirt is
exceptionally attractive
in terms of design,
layout, and neatness.
Required
Elements
The project includes all
required elements as
well as additional
information.
10
Total Points Earned
Extension/Enrichment (LSI Quadrant IV)
Copyright © Texas Education Agency 2011. All rights reserved.
13
Student Directions
“Bringing Back the Popularity of Bowling Assignment” PowerPoint
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Visit the owner/manager of a local bowling alley to determine what strategies
have been used to attract the attention of a high school target market.
Then, conduct additional research to determine the popularity of bowling and the
top target markets for the sport.
Design a marketing campaign to attract teenagers to bowling.
Prepare a PowerPoint presentation that explains the marketing mix for the
bowling alley and includes a commercial to attract more teenagers to bowling.
The project will be evaluated using the associated rubric.
“Bringing Back the Popularity of Bowling Assignment” PowerPoint
25
20
15
10
CATEGORY
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 to
presentation.
Makes use of font,
color, graphics,
effects, etc. but
occasionally these
detract from the
presentation
content.
Use of font, color,
graphics, effects etc.
but 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
bulleted lists to
organize, but the
overall organization
of topics appears
flawed.
Content is logically
organized for the
most part.
There was no clear
or logical
organizational
structure, just lots of
facts.
Total Points ________
Copyright © Texas Education Agency 2011. All rights reserved.
14