Lesson Plan
Course Title: Sports and Entertainment Marketing
Session Title: Demographics and Market Segmentation
Performance Objective:
After completing this lesson the student will define demographics, explain consumer buying
motives and types of purchases, and explain how market segmentation is used to meet the
needs of different generations.
Specific Objectives:
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The student will define demographics.
The student will describe entertainment marketing.
The student will explain demographic segmentation, psychographic segmentation, and
behavioral-based segmentation.
The student will define market share.
The student will describe strategies to match types of entertainment to different
generations.
The student will describe entertainment distribution for the movie industry.
The student will define target market and market segment and marketing strategies to
reach these groups.
The student will explain benefits derived and comparative advantage for making an
entertainment purchase.
The student will define Maslow’s Hierarchy of Needs Pyramid.
The student will define emotional purchases, rational purchases, and patronage
purchases.
TERMS
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demographics-common characteristics of a group, such as age range, marital status,
gender, ethnic background, income level, and education level
entertainment marketing-influencing how people choose to spend their time and money
on entertainment
demographic segmentation-focuses on information that can be measured such as age,
income, profession, gender, education, marital status, and size of household
psychographics segmentation-focuses on characteristics that cannot be physically
measured, such as values, interests, and lifestyle choice
behavioral-based segmentation-focuses on a customer’s attitude toward products and
services
market share-percentage of total sales of a product or service that a company expects to
capture in relation to its competitors
emotional purchases-purchases made with little thought during emotional highs or lows
rational purchases-take place when individuals recognize needs and wants, assess their
priorities and budget, conduct research, compare alternatives, and then make purchases
based upon careful thought and sound reasoning
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patronage purchases-based on loyalty to a particular brand or product
target market-a specific group of consumers you want to reach
market segment-a group of consumers within a larger market who share one or more
characteristics
movie preview-the release of a movie to a limited number of theaters prior to its official
release
art-house movies-outside the mainstream of popular subjects
wide release-involves distributing a movie nationally to a thousand or more theaters at
the same time
socio-culture issues-trends in customer attitudes, lifestyles, opinions, and demographics
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) (15) (A)
…explore how the use of demographics has influenced the industry…
130.346 (c)(15)(B)
…differentiate between buying habits and buying preferences…
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)(14)(B)
…distinguish among sports and entertainment marketing terms…
Interdisciplinary Correlations:
English:
110.31 (c)(21)(B)
… organize information gathered from multiple sources to create a variety of graphics and
forms…
110.31 (c)(22)(B)
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…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 (c)(23)(C)
… uses graphics and illustrations to help explain concepts where appropriate
110.31 (c)(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:
Sports Business Journal
Sports Illustrated
Advertising Age (online magazine)
Ticketmaster.com
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. USA Travel and Tourism Guide
7. www.world-newspapers.com/travel.html
Materials Needed:
1. Printer paper
2. Assignments and website information ready to distribute to students.
(Marketing to the Generations) Direction Sheet
2. Sports Business Journal and Entertainment Industry Economics: A Guide for Financial
Success
3. Internet access to Hulu videos
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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:
Explain to students how consumers are divided into different age group (market segments).
Then ask students to describe the type of entertainment for their age group, parents’ age group,
and grandparents’ age group. Explain how age a major component of demographics that
determines the types of sports and entertainment events that will be offered.
Emotional purchases are made with little thought. Ask students why it is dangerous to be in a
grocery store when they are hungry. Then explain why grocery stores give out free samples of
food.
Introduction
Introduction (LSI Quadrant I):
SHOW: Show students different styles of automobiles.
ASK: Ask students which type of automobile they like the best. Then ask students which type of
automobile would be chosen by their parents and which automobile would be chosen by their
grandparents. What characteristics are attractive to each age group?
SAY: Different styles of automobiles meet the needs of different age groups.
ASK: Ask students to describe a product that they buy regularly.
SAY: Explain how this purchase is a buying habit.
ASK: Ask students what brand of soda they usually purchase.
SAY: Explain how the regular purchase of Coke or Pepsi represents a buying preference.
ASK: Ask students to describe characteristics of their age group.
SAY: Explain how some of these characteristics make up demographics for the group.
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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. Sports Marketing-using sports to market products
A. Demographics
1. age range, marital status, gender, ethnic
background, income level, and education
level
2. finding out a group of spectators’ interests
and planning a product or service that the
spectators will buy is a function of sports
marketing
B. Price for Entertainment
1. interest of the market
2. national importance of the event
3. popularity of the participating athletes or
celebrities
4. rivalry associated with the contest
Notes to Instructor
Use PowerPoint and
current events as aids.
Demographics
determine how much a
group is capable of
spending on sports
and entertainment
events.
Price charged for
entertainment events
is based upon
consumer supply and
demand. A limited
number of tickets for a
popular event will
result in higher prices.
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II. Entertainment Marketing-influencing how people
choose to spend their time and money on
entertainment
A. Product to be Marketed
B. How Entertainment is Used to Attract Attention
to Other Products
C. entertainment-whatever people are willing to
spend their money and spare time viewing
rather than participating in
Use PowerPoint as
aid.
Entertainment
provides the venue to
sell related
merchandise. Shirts
and CDs can be sold
at concerts. Sports
souvenirs are
frequently sold at
sporting events.
When a team is
winning, consumers
are willing to spend
higher amounts on
related merchandise.
III. Market Segmentation
A. Geographic Segmentation
1. divides markets into physical locations,
such as Eastern, Northern, Southern, and
Western
2. based on different sections of the city or
different climates
B. Demographic Segmentation
1. focused on information that can be
measured
2. based on age, income, profession, gender,
education, marital status, and size of
household
C. Psychographics Segmentation
1. focused on characteristics that cannot be
physically measured
2. decisions based on emotions
D. Behavioral-Based Segmentation
1. based on customer’s attitude toward
products and services
2. product usage-what products you use and
how often
3. benefits derived-satisfaction of spending
time with the family or showing team spirit
E. Target Customers
1. varied ages and income
2. design a comprehensive plan with a clear
Use PowerPoint as
aid.
Geographics refer to
location and climate.
Demographics refer to
the income, education,
age, and marital status
of a group.
Psychographics
include emotions and
other characteristics
that cannot be
physically measured.
Behavior-based
segmentation is based
on customer’s attitude
toward products and
services.
Target customers are
considered potential
buyers of a product or
an entertainment
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understanding of which specific targeted
group is the focus of each phase of the
plan
3. targeted customers guide the selection of
the media and the promotional mix
E. Capture a Market Share
1. every business wants to sell to the
maximum number of potential customers
2. market share is the percentage of total
sales of a product or service that a
company expects to capture in relation to
its competitors
event.
Every competing
entertainment event
wants to capture a
larger market share.
IV. Marketing to Different Generations
A. Matures
B. Baby Boomers
C. Generation X
D. Generation Y
E. niche market-smaller group within the
generational group
Use PowerPoint as
aid.
V. Movies
A. Movie Preview-the release of a movie to a
limited number of theaters prior to its official
release
B. At-house Movie-movies that are outside the
mainstream of popular subjects
C. Managing the Costs of Movies
1. high production costs and distribution costs
2. wide release-distributing a movie nationally
to a thousand or more theaters at the same
time
3. renting movies to watch at home
Use PowerPoint as
aid.
Each age group grew
up during a different
time in history, has
different interests, and
offers different
opportunities for
marketers of
entertainment.
Movies use different
strategies to maintain
the interest in new
products. Advertising
can occur at the
theater, on television,
and as trailers on
movie rentals.
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VI. Impact of Consumer Trends
A. Retro Television-television re-runs
B. Game Shows from the past are reappearing
in a new format.
C. Audience Ratings are carefully monitored by
television networks
D. Socio-Culture Issues
1. trends in customer attitudes, lifestyles,
opinions, and demographics
2. lifestyles-eating out frequently may result in
obesity
3. sports and entertainment events cannot
count on past successful events for future
successes
Verbal
Linguistic
Logical
Mathematical
Visual
Spatial
Musical
Rhythmic
Bodily
Kinesthetic
Intrapersonal
Use PowerPoint as
aid.
The entertainment
industry carefully
follows consumer
trends ranging from
reality television to
retro television shows.
Trends may involve
the rebirth of an old
television show.
Interpersonal
Naturalist
Existentialist
Application
Guided Practice (LSI Quadrant III):
Ask students to select a retro television show. Students must describe the generation that will
most likely watch the show.
Independent Practice (LSI Quadrant III):
Marketing to the Generations
1.
Research the Babyboomers, Generation X, Generation Y, and Mature Generation.
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2.
3.
4.
5.
Print a sheet of solid information for each group and highlight the main points.
Divide a large piece of construction paper into four equal quadrants. Cut out pictures
of people that represent each of the four groups mentioned in #1 and glue the
pictures in the four titled quadrants. Each quadrant should have a picture of a male
and female.
Make a bulleted list (at least 20 items) of descriptors for each of the target markets.
Type two or three paragraphs describing at least five goods/services that each age
group will require.
Prepare a PowerPoint that summarizes the four target markets. Your PowerPoint
should use information from 1-4. You should have at least 12 slides. Print three
slides per sheet.
This project will be evaluated using the assigned rubric.
Summary
Review (LSI Quadrants I and IV):
Question: What are demographics?
Question: How is the price charged for an entertainment event determined?
Question: What is market share?
Question: What is a socio-cultural trend?
Question: What is entertainment?
Question: What is psychographic segmentation?
Question: What is a movie trailer?
Question: What is retro television?
Question: What characteristics of baby boomers should be considered when marketing
entertainment?
Question: What is geographic segmentation?
Question: What does “benefits derived” mean?
Evaluation
Informal Assessment (LSI Quadrant III):
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Instructor should observe the work ethic of individuals involved in class discussions and the
independent practice activity.
Formal Assessment (LSI Quadrant III, IV):
Students will be evaluated on their “Marketing to the Generations” by using the assigned
rubric.
Extension
Extension/Enrichment (LSI Quadrant IV):
Evaluating Movie Trailers
Student Directions
Attend a current movie that is appropriate for your age group. Pay careful attention to the movie
trailers shown before the movie begins. Take notes about each movie trailer, explain the content
of each movie being advertised, and rate the trailer for its effectiveness (increasing your desire
to see the movie). Type a one-page paper to describe the movie trailers and the marketing
impact.
This project will be evaluated using the associated rubric.
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Sports and Entertainment Marketing
Student Directions
Independent Practice (LSI Quadrant III):
Marketing to the Generations
1. Research the Babyboomers, Generation X, Generation Y, and Mature Generation. Print
a sheet of solid information for each group and highlight the main points.
2. Divide a large piece of construction paper into four equal quadrants. Cut out pictures of
people that represent each of the four groups mentioned in #1 and glue the pictures in
the four titled quadrants. Each quadrant should have a picture of a male and female.
3. Make a bulleted list (at least 20 items) of descriptors for each of the target markets.
4. Type two or three paragraphs describing at least five goods/services that each age
group will require.
5. Prepare a PowerPoint that summarizes the four target markets. Your PowerPoint
should use information from 1-4. You should have at least 12 slides. Print three slides
per sheet.
This project will be evaluated using the assigned rubric.
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Independent Practice (LSI Quadrant III)
Marketing to the Generations
CATEGORY
20 Excellent
15 Good
Research About Extensive research Adequate research
the Generations produced high quality for adequate
10 Fair
5 Poor
Information for each Inadequate
generation
information
information
information
Poster
Neat, organized,
highly informative
Organized,
informative
Information for each Incomplete
generation, could
information for the
use more detail
generations
Bulleted Lists
High quality bulleted
lists for each
generation
20 items for each
generation
20 items for each
generation, could
use better content
Incomplete bulleted
lists for each
generation
Paragraphs
About
Purchases for
Each
Generation
Well constructed
paragraphs
describing purchases
for each generation
Adequate
paragraphs
describing
purchases for each
generation
Four paragraphs
needing more
content
Insufficient
paragraphs
describing each
generation
PowerPoint
Highly effective PPT
with great graphics
and content
PPT has insufficient
content but needs
better graphics
PPT needs more
content
Insufficient content
in PPT
Points Earned _________
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Extension/Enrichment (LSI Quadrant IV)
Evaluating Movie Trailers
20
15
CATEGORY
10
5
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 topics
addressed, and most were not addressed.
questions answered
with 1 sentence
about each.
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
Information has little
relates to the main
or nothing to do with
topic. No details
the main topic.
and/or examples are
given.
Organization
Information is very
organized with wellconstructed
paragraphs and
subheadings.
Information is
organized with wellconstructed
paragraphs.
Information is
organized, but
paragraphs are not
well-constructed.
The information
appears to be
disorganized. 8)
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.
Mechanics
No grammatical,
spelling or
punctuation errors.
Almost no
A few grammatical
grammatical, spelling spelling or
or punctuation errors punctuation errors.
Many grammatical,
spelling, or
punctuation errors
Points Earned ________
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