Marketing Education - Course Syllabus
Course: Sports, Entertainment, and Recreation
Marketing
Course Number: 8175
Textbook: Sports and Entertainment Marketing
Required Fee/Supplies: None
Student Organization: DECA
Prerequisite: Principles of Business and Marketing or
Fundamentals of Marketing – recommended
Dual Enrollment Credit: None
Industry Certification: Fundamental Marketing Concepts (ASK Institute)
National Professional Certification in Customer Service
(National Retail Federation Foundation)
Sales Certification (National Retail Federation Foundation)
Virginia Workplace Readiness Assessment (NOCTI) and IC3
Certification (Certiport)
I. COURSE DESCRIPTION
Students develop skills in the areas of marketing analysis, event marketing, communication, and human relations,
along with a thorough understanding of the sports, entertainment, and recreation industry and career options available.
Academic skills (mathematics, science, English, and history/social science) related to the content are a part of this
course. Computer/technology applications supporting this course are studied.
II. COURSE CONTENT
Task Area
Days
Implementing Virginia's CTE Course Requirements
Participating in the Student Organization
Understanding the Importance of SER Marketing
Developing an Overview of Marketing
Describing the Economics of the Industry
Understanding the Business Structure of SER
Describing Product Development
Exploring the Concept of Branding
Exploring Pricing Strategies
Exploring Distribution Strategies
Developing a Promotional Mix
Describing the Sales Process
Exploring the Forms and Techniques of
Exploring Public Relations/Publicity
Exploring Sales Promotion
Examining On-Site Merchandising and Hospitality
Developing Interpersonal Skills
Developing Job Search Skills
Marketing Education Course Project/Portfolio
Total
III.
EVALUATION/GRADE PROCEDURE
1.
2.
3.
4.
5.
Daily Assignments
Quizzes
Homework
Tests
Exams
-1-
6
Ongoing
5
6
5
5
5
5
5
5
5
6
5
7
5
6
7
7
Ongoing
90
6. Projects
7. DECA Activities
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Sports, Entertainment, and Recreation Marketing (8175) - Related Standards of Learning
English
10.4 The student will read and interpret informational materials.
a.
b.
c.
Analyze and apply the information contained in warranties, contracts, job descriptions, technical descriptions, and
other informational sources, such as labels, warnings, manuals, directions, applications, and forms to complete
specific tasks.
Skim manuals or informational sources to locate information.
Compare and contrast product information contained in advertisements with instruction manuals and warranties.
10.7 The student will develop a variety of writing with an emphasis on exposition.
a.
b.
c.
d.
e.
f.
Generate, gather, plan and organize ideas for writing.
Elaborate ideas clearly through word choice and vivid description.
Write clear, varied sentences.
Organize ideas into a logical sequence.
Revise writing for clarity and content of presentation.
Proofread and prepare final product for intended audience and purpose.
10.8 The student will edit writing for correct grammar, capitalization, punctuation, spelling, sentence structure, and paragraphing.
a.
b.
c.
Use a style manual, such as MLA (Modern Language Association) or APA (American Psychological Association) to
apply rules for punctuation and formatting of direct quotations.
Apply rules governing use of colon.
Distinguish between active and passive voice.
11.1 The student will make informative and persuasive presentations.
a.
b.
c.
d.
Gather and organize evidence to support a position.
Present evidence clearly and convincingly.
Support and defend ideas in public forums.
Use grammatically correct language including vocabulary appropriate to the topic, audience, and purpose.
11.4 The student will read and analyze a variety of informational materials.
a.
b.
c.
d.
e.
Use information from texts to clarify or refine understanding of academic concepts.
Read and follow directions to complete an application for college admission, for a scholarship, or for employment.
Apply concepts and use vocabulary in informational and technical materials to complete a task.
Generalize ideas from selections to make predictions about other texts.
Analyze information from a text to draw conclusions.
11.8 The student will edit writing for correct grammar, capitalization, punctuation, spelling, sentence structure and paragraphing.
a.
b.
c.
Use a style manual, such as MLA (Modern Language Association) or APA (American Psychological Association for
producing research projects.
Use verbals and verbal phrases to achieve sentence conciseness and variety.
Adjust sentence and paragraph structures for a variety of purposes and audiences.
11.9 The student will write, revise, and edit personal, professional and informational correspondence to a standard acceptable in
the workplace and higher education.
a.
b.
Apply a variety of planning strategies to generate and organize ideas.
Organize information to support purpose and form of writing.
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c.
d.
e.
Present information in a logical manner.
Revise writing for clarity.
Use technology to access information, plan and develop writing.
12.1 The student will make a 5-10 minute formal oral presentation.
a.
b.
c.
d.
e.
Choose the purpose of the presentation: to defend a position, to entertain an audience, or to explain information.
Use a well-structured narrative or logical argument.
Use details, illustrations, statistics, comparisons, and analogies to support purposes.
Use visual aids or technology to support presentation.
Use grammatically correct language, including vocabulary appropriate to the topic, audience, and purpose.
12.4 The student will read and analyze a variety of informational materials, including electronic resources.
a.
b.
c.
d.
Identify formats common to new publications and information resources.
Recognize and apply specialized informational vocabulary.
Evaluate a product based on analysis of the accompanying warranty and instruction manual.
Evaluate the quality of informational and technical materials.
12.7 The student will develop expository and informational writings.
a.
b.
c.
d.
e.
f.
g.
Generate, gather, and organize ideas for writing.
Consider audience and purpose when planning for writing.
Write analytically about literary, informational, and visual materials.
Elaborate ideas clearly and accurately.
Revise writing for depth of information and technique of presentation.
Apply grammatical conventions to edit writing for correct use of language, spelling, punctuation, and capitalization.
Proofread final copy and prepare document for publication submission.
History and Social Science
GOVT.15
The student will demonstrate knowledge of the United States market economy by
a.
b.
c.
d.
e.
f.
GOVT.16
assessing the importance of entrepreneurship, the profit motive, and economic independence to the promotion
of economic growth;
comparing types of business organizations;
describing the factors of production;
explaining the interaction of supply and demand;
illustrating the circular flow of economic activity;
analyzing global economic trends, with emphasis on the impact of technological innovations.
The student will demonstrate knowledge of the role of government in the Virginia and United States economies by
a.
b.
c.
analyzing the impact of fiscal and monetary policies on the economy;
describing the creation of public goods and services;
examining environmental issues, property rights, contracts, consumer rights, labor-management relations, and
competition in the marketplace.
Mathematics
A.1
The student will solve multistep linear equations and inequalities in one variable, solve literal equations (formulas) for a
given variable, and apply these skills to solve practical problems. Graphing calculators will be used to confirm algebraic
solutions.
-4-
A.2
The student will represent verbal quantitative situations algebraically and evaluate these expressions for given replacement
values of the variables. Students will choose an appropriate computational technique, such as mental mathematics,
calculator, or paper and pencil.
A.9
The student will solve systems of two linear equations in two variables both algebraically and graphically and apply these
techniques to solve practical problems. Graphing calculators will be used both as a primary tool for solution and to confirm
an algebraic solution.
AII.19
The student will collect and analyze data to make predictions and solve practical problems. Graphing calculators will be
used to investigate scatterplots and to determine the equation for a curve of best fit. Models will include linear, quadratic,
exponential, and logarithmic functions.
PS.1
The student will analyze graphical displays of data, including dotplots, stemplots, and histograms, to identify and describe
patterns and departures from patterns, using central tendency, spread, clusters, gaps, and outliers. Appropriate technology
will be used to create graphical displays.
PS.2
The student will analyze numerical characteristics of univariate data sets to describe patterns and departure from patterns,
using mean, median, mode, variance, standard deviation, interquartile range, range, and outliers. Appropriate technology
will be used to calculate statistics.
PS.3
The student will compare distributions of two or more univariate data sets, analyzing center and spread (within group and
between group variations), clusters and gaps, shapes, outliers, or other unusual features. Appropriate technology will be
used to generate graphical displays.
PS.4
The student will analyze scatterplots to identify and describe the relationship between two variables, using shape; strength
of relationship; clusters; positive, negative, or no association; outliers; and influential points. Appropriate technology will be
used to generate scatterplots and identify outliers and influential points.
PS.7
The student, using two-way tables, will analyze categorical data to describe patterns and departure from patterns and to
find marginal frequency and relative frequencies, including conditional frequencies.
PS.8
The student will describe the methods of data collection in a census, sample survey, experiment, and observational study
and identify an appropriate method of solution for a given problem setting.
PS.9
The student will plan and conduct a survey. The plan will address sampling techniques (e.g., simple random and stratified)
and methods to reduce bias.
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Sports, Entertainment, and Recreation Marketing (8175) - Correlation By Task
007
Explain the importance and impact of the sports, entertainment, and
recreation industries.
English 10.4, 11.4, 12.4
008
Describe the growth and development of the SER industries.
Mathematics PS.1
English 10.4, 11.4, 12.4
009
Analyze trends in SER.
Mathematics AII.19, PS.1, PS.2, PS.3,
PS.4, PS.7
English 10.4, 11.4, 12.4
010
Explain marketing as it relates to the SER industries.
English 10.4, 11.4, 12.4
012
Describe the marketing concept.
English 10.4, 11.4, 12.4
013
Explain the concept of target marketing.
English 10.4, 11.4, 12.4
014
Describe the marketing functions.
English 10.4, 11.4, 12.4
015
Explain economics and its relation to the SER industries.
Mathematics A.1, A.2
English 10.4, 11.4, 12.4
016
Explain how the phases in the business cycle affect the SER industries.
English 10.4, 11.4, 12.4
017
Explain the concept of supply and demand as it relates to the SER
industries.
History and Social Science GOVT.15
Mathematics A.1, A.9
English 10.4, 11.4, 12.4
018
Explain competition as it relates to the SER industries.
History and Social Science GOVT.15
English 10.4, 11.4, 12.4
019
Explain business as it relates to the SER industries.
English 10.4, 11.4, 12.4
020
Compare the types of business ownership and their roles in the SER
industries.
History and Social Science GOVT.15
English 10.4, 11.4, 12.4
021
Explain SER product, SER service, and product planning.
English 10.4, 11.4, 12.4
022
Explain product life cycle.
English 10.4, 11.4, 12.4
023
Describe the role of market research in product development.
Mathematics PS.8, PS.9
English 10.4, 11.4, 12.4
024
Explain the role of product positioning.
English 10.4, 11.4, 12.4
025
Describe the impact of uncontrollable factors on SER product
development.
English 10.4, 11.4, 12.4
026
Explain the concept of branding as it relates to SER.
English 10.4, 11.4, 12.4
027
Explain the concept and reasons for rebranding.
English 10.4, 11.4, 12.4
028
Explain the types of product licensing.
History and Social Science GOVT.16
English 10.4, 11.4, 12.4
029
Identify the purposes of licensing.
History and Social Science GOVT.16
English 10.4, 11.4, 12.4
030
Explain pricing.
Mathematics A.1, A.2
English 10.4, 11.4, 12.4
031
Identify pricing strategies as they relate to the SER industries.
English 10.4, 11.4, 12.4
032
Explain distribution.
English 10.4, 11.4, 12.4
033
Identify distribution channels as they relate to the SER industries.
English 10.4, 11.4, 12.4
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034
Explain promotion and promotional mix.
English 10.4, 11.4, 12.4
035
Differentiate between product and institutional promotion.
English 10.4, 11.4, 12.4
036
Identify criteria for selecting promotional mix elements in the SER
industries.
English 10.4, 11.4, 12.4
037
Determine methods of communication used in SER promotion.
English 10.4, 11.4, 12.4
038
Explain the types of selling.
English 10.4, 11.4, 12.4
039
Explain why selling is important to the SER industries.
English 10.4, 11.4, 12.4
040
Explain the steps of personal selling.
English 10.4, 11.4, 12.4
041
Explain the importance of customer service as it relates to the SER
industries.
English 10.4, 11.4, 12.4
042
Explain the importance of sales retention.
English 10.4, 11.4, 12.4
043
Explain advertising.
English 10.4, 11.4, 12.4
044
Explain the advantages and disadvantages of the forms of advertising.
English 10.4, 11.4, 12.4
045
Describe the elements of an advertisement.
English 10.4, 11.4, 12.4
046
Explain public relations.
English 10.4, 11.4, 12.4
047
Identify public relations tools.
English 10.4, 11.4, 12.4
048
Explain the internal and external aspects of public relations.
English 10.4, 11.4, 12.4
049
Explain sales promotion as related to the SER industries.
English 10.4, 11.4, 12.4
050
Describe the elements of an SER sales promotion campaign.
English 10.4, 11.4, 12.4
051
Explain sponsorship as it relates to the SER industries.
English 10.4, 11.4, 12.4
052
Explain the reasons for a company or organization to use sponsorships.
English 10.4, 11.4, 12.4
053
Explain endorsement.
English 10.4, 11.4, 12.4
054
Explain advantages and disadvantages of endorsements.
English 10.4, 11.4, 12.4
055
Identify the parts of a sponsorship marketing plan/proposal.
English 10.4, 11.4, 12.4
056
Explain on-site merchandising as it relates to the SER industries.
English 10.4, 11.4, 12.4
057
Explain hospitality as it relates to the SER industries.
English 10.4, 11.4, 12.4
058
Identify types of communication used in SER industries.
English 10.4, 11.4, 12.4
059
Identify the role of communication in effective work relationships.
English 10.4, 11.4, 12.4
060
Identify occupations within each SER industry.
English 10.4, 11.4, 12.4
061
Identify personal skills and interests.
English 10.4, 11.4, 12.4
062
Develop a résumé and application/cover letter.
English 10.4, 10.7, 10.8, 11.4, 11.8, 11.9,
12.4
063
Complete a job application form.
English 10.4, 10.8, 11.4, 12.4
064
Describe the job interview process and techniques for follow-up.
English 10.4, 10.7, 10.8, 11.1, 11.4, 12.1,
12.4, 12.7
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