Lesson Plan
Course Title: Sports and Entertainment Marketing
Session Title: Managing the Information
Performance Objective:
After completing this lesson, the student will explain the options for electronic data collection
and discuss the concept of data-driven decisions.
Specific Objectives:
•
•
•
•
•
The student will explain the value of information gathered through marketing research to
businesses.
The student will define data mining.
The student will explain the purpose of a cookie when collecting consumer data.
The student will explain the importance of consumer privacy.
The student will explain the importance of click-through rate when ranking computer
advertisements.
TERMS
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•
•
Data mining-using powerful computers to “dig up” data needed to make decisions (part
of marketing research)
Cookie-a small data file that is placed on the hard drive of a web site visitor that collects
and reports data on the visitor
Click-through rate-determined by dividing the number of times an ad is clicked on by the
number of times an ad is shown
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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 purpose of a marketing-information system…
130.346 (c)(7)(B)
…identify benefits and limitations of marketing research…
130.346 (c)(7)(C)
…explain the use of inventory control information to prepare financial reports and make buying
decisions…
130.346 (c)(7)(D)
…analyze data used to make accurate forecasts…
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
Sports Illustrated
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
6. “The Gallup Organization” website
Materials Needed:
1. Printer paper
2. Assignments and website information ready to distribute to students.
(Attracting Youth to Professional Sports Survey/Promotional Event) 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 Undercover Boss Episodes
3. Computers for Students to Conduct Research and Collect Data for Projects
Learner Preparation:
Tell students to use the Internet to conduct research about the Baby Boomers. Then, ask
students to list 10 characteristics of the Baby Boomers and to make suggestions about sports
and entertainment events for this group of people. What would be the best strategy to determine
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the types of sports and entertainment events interest this group the most?
Show students pictures of football, baseball, basketball, concerts, and other entertainment
events. Then, ask students to rank their level of interest for each type of entertainment (1-10).
Calculate the results of the class and then explain how marketing research is used to determine
the interest level of consumers and then provides the entertainment to satisfy customers’ wants.
Introduction
Introduction (LSI Quadrant I):
SHOW: Show students a clip of a college football team (underdog) defeating a highly ranked
team.
ASK: Ask students what the winning university can do to maintain the crowd enthusiasm
generated by the upset victory.
SAY: Explain how marketing research can help university bookstores and other retailers to
determine what merchandise will be purchased by fans.
ASK: Ask students to list their favorite items to purchase at a fast-food restaurant. Then ask
students what would cause them to order a different item from the menu.
SAY: Explain how restaurants constantly watch the buying habits of consumers and public
perception of their menu items. Then the restaurants produce a marketing message that makes
an impact with customers and the public’s perception.
ASK: Ask students what the best strategy is for a store to keep track of its merchandise
inventory.
SAY: Explain how computers and cash registers keep track of inventory and will automatically
reorder when the supply is low.
ASK: Ask students why a store must make a reliable calculation for the quantity of merchandise
that consumers will buy during a season.
SAY: Explain how too much inventory will result in smaller profits since the merchandise will
have to be marked down for sale. Also explain the importance of keeping a tight budget.
Outline
Outline (LSI Quadrant II):
Instructors can use the PowerPoint presentation, slides, handouts, and note pages in
conjunction with the following outline.
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MI
Outline
Notes to Instructor
I. Collection of Data
A. information gathered through marketing
research can be very valuable to businesses
B. information must be collected, stored, and
analyzed before it is of use
C. quality and validity of the data collected are
critical to the usefulness of the information
Use PowerPoint and
current events as aids.
II. Data Mining
A. part of marketing research
B. powerful computers are used to “dig up” data
needed to make decisions
C. ACNielsen’s Research
1. generally based on actions rather than
opinions
2. input, storage, and analysis is done
electronically
3. estimates the number of people by selecting
a sample of the total market and then
recording the viewing habits of the people in
the sample
4. uses 10,000 households as the
representative sample of the 109.6 million
U.S. households with televisions
D. ACNielsen Sports
1. identifies households by their interest in
professional sports
2. use 125,000 households that make up a
consumer panel
3. link a household’s interest in professional
sports to its purchases of specific brands
and products and even to specific stores
where household members shop
E. Cookies
1. Nielsen households serve voluntarily as part
of the sample
2. electronic marketers gather information
about visitors to their web sites by using
cookies
Use PowerPoint as
aid.
Research is only
valuable only if careful
thought has been
given to what
information is needed
and the best strategy
to collect the
information from the
target market.
Data mining watches
what individuals do on
the computer.
ACNielsen counts on a
sample of the total
market to help
television networks
and professional
sports make decisions
that will have an
impact on their target
markets.
Cookies keep track of
who visited web sites.
Once customers’
interests are
determined,
organizations can
make better-informed
decisions about
products they offer the
customers.
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3. cookie-a small data file that is placed on the
hard drive of a web site visitor that collects
and reports data on the visitor
4. cookie tracks how often the computer is
used to visit the site, where visitors go within
the site, which ads they view and click on,
where they clicked from to get to the site
5. knowing customers’ interests and habits
allows companies to better focus on what
customers want
F. Consumer Privacy
1. decisions based on data can help customers
make the right choices and businesses
become more successful
2. data must be collected and used with care
3. protection of customers’ privacy and their
right to know how their personal information
is being used are key issues being
addressed by the industry and federal
legislation
4. great concern about marketing information
gathered from children
5. security of credit card information is a
concern for Internet shoppers
6. Internet usage is growing at a tremendous
rate
7. entertainment industry is working to collect
data about who is stealing from its members
8. technology is used to notify the copyright
holder of every use of a movie on a digital
TV set and the copyright holder would be
notified if the movie is transferred or viewed
on a computer
III. Data-Driven Decisions
A. Every day customers and marketers use data
to make decisions.
B. Businesses need information about customers
to make sure they are offering the right
marketing mix.
C. Customers look at product ratings,
descriptions, and prices to help them make
product choices.
D. Ranking the Ads
1. Internet sites like Google are search
engines used by individuals to find relevant
web sites
Marketing researchers
must respect the
privacy of consumers.
Information about
consumers cannot be
randomly shared
without the consumers’
knowledge.
Technology is also
used to determine who
is illegally downloading
music and movies.
Individuals must
understand that every
time they use the
Internet, there is a
strong possibility that
their actions are being
watched as part of
marketing research.
Use PowerPoint as
aid.
Decisions are based
upon marketing
research numbers.
Product ratings
influence consumer
decisions. Ads that
pop up on Google and
other search engines
are ranked by the
number of consumer
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2. Google is funded by sponsors that
advertise on the site.
3. Google ranks or positions advertisements
on its search-results pages based on the
amount companies are paying for the ads
and based on data collected by Google.
4. click-through rate-determined by dividing
the number of times an ad is clicked on by
the number of times an ad is shown
(effectiveness of the ad is immediately
known)
IV. Inventory Control
A. having merchandise when customers need it
B. using technology for inventory control
C. using technology to automatically order
merchandise to re-stock the retail business
Verbal
Linguistic
Logical
Mathematical
Visual
Spatial
Musical
Rhythmic
Bodily
Kinesthetic
Intrapersonal
clicks.
Use PowerPoint as
aid.
Time utility is essential
in the retail industry.
Technology is used to
keep accurate up-todate records of the
inventory and reorder
to make sure
customers’ needs and
wants are satisfied.
Interpersonal
Naturalist
Existentialist
Application
Guided Practice (LSI Quadrant III):
Tell students that advertising tobacco products on television is prohibited. Then ask students
why market researchers still want to collect data about televised sports watched by smokers?
Movie theaters often charge more for popcorn and a drink than they charge for a movie ticket.
Is there a point at which moviegoers will not buy refreshments due to the price? How can
theaters know the price point at which demand is the highest? Discuss how marketing research
can be used to determine the price point for concessions sold at the movie theater.
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Independent Practice (LSI Quadrant III):
Attracting Youth to Professional Sports Survey/Promotional Event
Professional sports teams are concerned about the decline in youth attendance at games. Ask
students to develop a ten-question survey for youth that would help an organization design
promotional strategies aimed at increasing youth attendance at games. The, outline an event
sponsored by a professional sports team that would attract the attention of youth and generate
loyalty from this age group.
This project will be evaluated using the assigned rubric.
Summary
Review (LSI Quadrants I and IV):
Question: How can marketing research be valuable to businesses?
Question: How does ACNielsen use data mining?
Question: What is a cookie in the world of technology?
Question: What is a click-through rate?
Question: Why is consumer privacy an issue with marketing research?
Question: Do marketing researchers, credit card companies, and retailers have an obligation to
protect their customers’ personal data?
Question: Why should a retailer consider using electronically-stored data to maintain their
inventory?
Evaluation
Informal Assessment (LSI Quadrant III):
Instructor should observe the work ethic of individuals involved in class discussions and the
independent practice activity.
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Formal Assessment (LSI Quadrant III, IV):
Students will be evaluated on their “Attracting Youth to Professional Sports
Survey/Promotional Event” by using the assigned rubric.
Extension
Extension/Enrichment (LSI Quadrant IV):
Setting the Price
Student Directions
1. If you were an event manager, how would you determine what to charge for tickets to
the event? What kinds of information would you need to know about the people who
might attend the event?
2. Choose a local entertainment event and conduct research to determine the price for
attending the event. Also conduct research to determine attendance at the event.
3. Describe the type of research that the organization hosting the event could use to
determine the highest prices that can be asked for admission to the event.
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Sports and Entertainment Marketing
Student Directions
Independent Practice (LSI Quadrant III):
Attracting Youth to Professional Sports Survey/Promotional Event
1.
Professional sports teams are concerned about the decline in youth attendance at games.
2.
Develop a ten-question survey for youth that would help an organization design promotional
strategies aimed at increasing youth attendance at games.
3.
Outline an event sponsored by a professional sports team that would attract the attention
of youth and generate loyalty from this age group.
This project will be evaluated using the assigned rubric.
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Attracting Youth to Professional Sports Survey/Promotional Event
25
20
15
10
Ideas/Research
Questions
Researchers
independently
identify at least
10reasonable,
insightful, creative
ideas/questions to
pursue when doing
the research.
Researchers
independently
identify at least
10reasonable
ideas/questions to
pursue when doing
the research.
Researchers
identify, with some
adult help, at least
10reasonable
ideas/questions to
pursue when doing
the research.
Researchers
identify, with
considerable adult
help, 10reasonable
ideas/questions to
pursue when doing
the research.
Plan for
Organizing
Information
Students have
developed a clear
plan for organizing
the information as it
is gathered and in
the final research
product. All students
can independently
explain the planned
organization of the
research findings.
Students have
developed a clear
plan for organizing
the information in the
final research
product. All students
can independently
explain this plan.
Students have
developed a clear
plan for organizing
the information as it
is gathered. All
students can
independently
explain most of this
plan.
Students have no
clear plan for
organizing the
information AND/OR
students in the group
cannot explain their
organizational plan.
Promotional
Event
Detailed concrete
promotional event
that matches the
interest of the target
market
Interesting
promotional event
that needs more
concrete details
Promotional event
Promotional event
that lacks necessary that does not match
characteristics of the
detail
target market
Survey
Conducted
Conducted the
survey and recorded
results from at least
20 participants
Conducted the
survey and recorded
results of at least 15
participants
Conducted the
survey and recorded
results of at least 10
participants
CATEGORY
Conducted the
survey and recorded
results of at least 5
participants
Total Points Earned __________
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