Course Plan: Sport & Event Management
Subject
Business, Marketing, &
Information Technology
Course Name
Sport & Event
Management
MRK 1043
Grade
Length of Course
11, 12
.5 Credit/Semester Course
Course Description
Billions of dollars are spent annually on sports and other forms of entertainment. This fascinating service area is a
growing industry that employs advertising and promotion agents, personal assistants, sports agents, event
planners, and many other professionals. You will apply the fundamental principles and concepts in sports and
event management and develop critical thinking and decision‐making skills through hands-on, real-world projects.
Classroom instruction will be reinforced through guest speakers, case studies, and field trips.
Interdisciplinary Connections
Math, Economics, English, Social Studies
Content Standards
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Common Core State Standards for Literacy in All Subjects
Common Core State Standards for Mathematics -- Standards for Mathematical Practice
Wisconsin Common Career Technical Core Standards
Wisconsin Standards for Business and Information Technology
Wisconsin Standards for Marketing, Management and Entrepreneurship
End-Of-Course Assessment
Students have the opportunity to choose from one of 32 Sports Plays from the SEM Playbook or help
run and organize a golf event. In either case the student(s) will do a presentation in class during the
final exam.
Key Texts - Resources - Technology
Career Sports Consulting: The Business of Sport and Entertainment Marketing, 2015
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Unit 1 - Introduction to Marketing
Essential Questions
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What are the factors that influence customer buying behavior.
Content Standards-Common Core State Standards
MME.MF1.a.4.h. Explain marketing and its importance in a global economy.
MME.MF1.b.8.h. Discuss actions employees can take to achieve the company’s desired results.
CCSS.R.2. Determine central ideas or themes of a text and analyze their development; summarize the key
supporting details and ideas.
CCSS.W.2. Write informative/explanatory texts to examine and convey complex ideas and information clearly and
accurately through the effective selection, organization, and analysis of content.
CCSS.W7. Conduct short as well as more sustained research projects based on focused questions, demonstrating
understanding of the subject under investigation.
CCSS.SL.1. Prepare for and participate effectively in a range of conversations and collaborations with diverse
partners, building on others’ ideas and expressing their own clearly and persuasively.
CCSS.SL.4. Present information, findings, and supporting evidence such that listeners can follow the line of
reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
SMP1. Model with mathematics.
SMP2. Use appropriate tools strategically.
SMP4. Look for and make use of structure.
Assessments
Unit Test and/or Project/Activity that matches concepts in this unit.
Key Texts - Resources - Technology
Key Texts – Resources - Technology
Unit 2 - History & Evolution of Sport and Event Management
Essential Questions
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The sports and entertainment industry is a multi-billion dollar field. What factors led to this enormous
growth?
Increased media coverage has had a major impact on industry growth. What are some of the way you
could follow your favorite team or celebrity?
What individuals helped the sports and entertainment industry grow to the size it is today?
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Content Standards & Common Core State Standards
MME.MF4.a7.h. Assess and analyze the historic events that influenced the creation of our current banking system.
MME.MF4.a9.h. Distinguish between the various types of non-profit organizations.
CCSS.R.2. Determine central ideas or themes of a text and analyze their development; summarize the key
supporting details and ideas.
CCSS.W.2. Write informative/explanatory texts to examine and convey complex ideas and information clearly and
accurately through the effective selection, organization, and analysis of content.
CCSS.W7. Conduct short as well as more sustained research projects based on focused questions, demonstrating
understanding of the subject under investigation.
CCSS.SL.1. Prepare for and participate effectively in a range of conversations and collaborations with diverse
partners, building on others’ ideas and expressing their own clearly and persuasively.
CCSS.SL.4. Present information, findings, and supporting evidence such that listeners can follow the line of
reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
SMP1. Model with mathematics.
SMP2. Use appropriate tools strategically.
SMP4. Look for and make use of structure.
Assessments
Unit Test and/or Project/Activity that matches concepts in this unit.
Key Texts - Resources - Technology
Sports Career Consulting Subscription to: Sports Marketing: High School Edition
Unit 3 - What is Sport & Event Management?
Essential Questions
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Consider what you do with your leisure time. How do you spend your entertainment dollars?
Think about the various events offered in your community. How much effort is required to prepare, plan
and execute that event? Is marketing involved? If so, How?
Content Standards & Common Core State Standards
MME.MF6.a.9.h. Distinguish between the various types of non-profit organizations.
MME.MF6.a.11.h. Reinforce service orientation through communication.
CCSS.R.2. Determine central ideas or themes of a text and analyze their development; summarize the key
supporting details and ideas.
CCSS.W.2. Write informative/explanatory texts to examine and convey complex ideas and information clearly and
accurately through the effective selection, organization, and analysis of content.
CCSS.W7. Conduct short as well as more sustained research projects based on focused questions, demonstrating
understanding of the subject under investigation.
CCSS.SL.1. Prepare for and participate effectively in a range of conversations and collaborations with diverse
partners, building on others’ ideas and expressing their own clearly and persuasively.
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CCSS.SL.4. Present information, findings, and supporting evidence such that listeners can follow the line of
reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
SMP1. Model with mathematics.
SMP2. Use appropriate tools strategically.
SMP4. Look for and make use of structure.
Assessments
Unit Test and/or Project/Activity that matches concepts in this unit.
Key Texts - Resources - Technology
Sports Career Consulting Subscription to: Sports Marketing: High School Edition
Unit 4 - Business Principles
Essential Questions
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What are industry segments?
What are some examples of sports and entertainment industry segments?
How do sports teams generate revenue?
Do you think most professional sports teams are profitable?
Content Standards & Common Core State Standards
MME.MF5.c.6.h. Compare factors that prompt international trade such as the availability of productive resources
and differences in relative prices.
MME.MF5.c.8.h. Measure the effect that transaction costs have on international trade.
CCSS.R.2. Determine central ideas or themes of a text and analyze their development; summarize the key
supporting details and ideas.
CCSS.W.2. Write informative/explanatory texts to examine and convey complex ideas and information clearly and
accurately through the effective selection, organization, and analysis of content.
CCSS.W7. Conduct short as well as more sustained research projects based on focused questions, demonstrating
understanding of the subject under investigation.
CCSS.SL.1. Prepare for and participate effectively in a range of conversations and collaborations with diverse
partners, building on others’ ideas and expressing their own clearly and persuasively.
CCSS.SL.4. Present information, findings, and supporting evidence such that listeners can follow the line of
reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
SMP1. Model with mathematics.
SMP2. Use appropriate tools strategically.
SMP4. Look for and make use of structure.
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Assessments
Unit Test and/or Project/Activity that matches concepts in this unit.
Key Texts - Resources - Technology
Sports Career Consulting Subscription to: Sports Marketing: High School Edition
Unit 5 - Marketing Applications
Essential Questions
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Why is it important to know who the consumer is?
Who do you think the sports and entertainment business consumer is?
Why is marketing a necessary and beneficial function to business?
CTE Content Standards-Common Core State Standards
MME.MC7.b.9.h. Plan/Schedule displays/themes.
MME.MC1.a.12.h. Explain the nature of marketing planning.
CCSS.R.2. Determine central ideas or themes of a text and analyze their development; summarize the key
supporting details and ideas.
CCSS.W.2. Write informative/explanatory texts to examine and convey complex ideas and information clearly and
accurately through the effective selection, organization, and analysis of content.
CCSS.W7. Conduct short as well as more sustained research projects based on focused questions, demonstrating
understanding of the subject under investigation.
CCSS.SL.1. Prepare for and participate effectively in a range of conversations and collaborations with diverse
partners, building on others’ ideas and expressing their own clearly and persuasively.
CCSS.SL.4. Present information, findings, and supporting evidence such that listeners can follow the line of
reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
SMP1. Model with mathematics.
SMP2. Use appropriate tools strategically.
SMP4. Look for and make use of structure.
Assessments
Unit Test and/or Project/Activity that matches concepts in this unit.
Key Texts - Resources - Technology
Sports Career Consulting Subscription to: Sports Marketing: High School Edition
Unit 6 - Marketing Plan
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Essential Questions
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Why is a marketing plan important?
What kind of information is important to a marketing plan?
What types of sports and entertainment organizations might benefit from a Marketing plan? How and
Why?
Content Standards & Common Core State Standards
MME.MC7.b.9.h. Plan/Schedule displays/themes.
MME.MC1.a.12.h. Explain the nature of marketing planning.
CCSS.R.2. Determine central ideas or themes of a text and analyze their development; summarize the key
supporting details and ideas.
CCSS.W.2. Write informative/explanatory texts to examine and convey complex ideas and information clearly and
accurately through the effective selection, organization, and analysis of content.
CCSS.W7. Conduct short as well as more sustained research projects based on focused questions, demonstrating
understanding of the subject under investigation.
CCSS.SL.1. Prepare for and participate effectively in a range of conversations and collaborations with diverse
partners, building on others’ ideas and expressing their own clearly and persuasively.
CCSS.SL.4. Present information, findings, and supporting evidence such that listeners can follow the line of
reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
SMP1. Model with mathematics.
SMP2. Use appropriate tools strategically.
SMP4. Look for and make use of structure.
Assessments
Unit Test and/or Project/Activity that matches concepts in this unit.
Key Texts - Resources - Technology
Sports Career Consulting Subscription to: Sports Marketing: High School Edition
Unit 7 - Branding and Licensing
Essential Questions
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When you see a popular celebrity, entertainer, or athlete in an advertisement for a particular product or
service, do you remember the name (brand?) If yes, to the above question, why?
Content Standards & Common Core State Standards
MME.MC1.a13.h. Compare and contrast a company’s global marketing strategies when selling products in
different countries.
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MME.MC1.a.14.h. Review the concept of market and market identification.
CCSS.R.2. Determine central ideas or themes of a text and analyze their development; summarize the key
supporting details and ideas.
CCSS.W.2. Write informative/explanatory texts to examine and convey complex ideas and information clearly and
accurately through the effective selection, organization, and analysis of content.
CCSS.W7. Conduct short as well as more sustained research projects based on focused questions, demonstrating
understanding of the subject under investigation.
CCSS.SL.1. Prepare for and participate effectively in a range of conversations and collaborations with diverse
partners, building on others’ ideas and expressing their own clearly and persuasively.
CCSS.SL.4. Present information, findings, and supporting evidence such that listeners can follow the line of
reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
SMP1. Model with mathematics.
SMP2. Use appropriate tools strategically.
SMP4. Look for and make use of structure.
Assessments
Unit Test and/or Project/Activity that matches concepts in this unit.
Key Texts - Resources - Technology
Sports Career Consulting Subscription to: Sports Marketing: High School Edition
Unit 8 - Promotion and Sales
Essential Questions
Think about the last experience you had with a salesperson or customer service representative:
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What was the interaction like?
Was is positive or negative?
Did the interaction impact your purchase? Decision?
What role do you think promotions play in a sports and entertainment?
Organization's marketing strategies? Give an example of a promotion for a sports and entertainment event you
have recently attended (movie, game, concert, play, etc.).
Content Standards & Common Core State Standards
MME.MF6.c.2.h. Identify company’s brand promise.
MME.MF7.b.8.h. Explain the use of brand names in selling.
MME.MF7.c.10.h. Determine sales strategies.
CCSS.R.2. Determine central ideas or themes of a text and analyze their development; summarize the key
supporting details and ideas.
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CCSS.W.2. Write informative/explanatory texts to examine and convey complex ideas and information clearly and
accurately through the effective selection, organization, and analysis of content.
CCSS.W7. Conduct short as well as more sustained research projects based on focused questions, demonstrating
understanding of the subject under investigation.
CCSS.SL.1. Prepare for and participate effectively in a range of conversations and collaborations with diverse
partners, building on others’ ideas and expressing their own clearly and persuasively.
CCSS.SL.4. Present information, findings, and supporting evidence such that listeners can follow the line of
reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
SMP1. Model with mathematics.
SMP2. Use appropriate tools strategically.
SMP4. Look for and make use of structure.
Assessments
Unit Test and/or Project/Activity that matches concepts in this unit.
Key Texts - Resources - Technology
Sports Career Consulting Subscription to: Sports Marketing: High School Edition
Unit 9 - Sponsorship and Endorsement
Essential Questions
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What are some examples of sponsorship? Give an example of a sponsorship that you have been exposed
to recently?
What are some examples of endorsements? Why do companies pay celebrities, entertainers, athletes to
endorse their product?
Have celebrity, entertainer, or athletes ever influenced your decision to Purchase a particular product or
service?
CTE Content Standards-Common Core State Standards
MME.MC1.b.2.h. Determine and evaluate market needs and opportunities.
MME.MC1.c.9.h. Identify and analyze cultural factors; such as, human needs, values, ideals, and public policies
that affect global marketing.
CCSS.R.2. Determine central ideas or themes of a text and analyze their development; summarize the key
supporting details and ideas.
CCSS.W.2. Write informative/explanatory texts to examine and convey complex ideas and information clearly and
accurately through the effective selection, organization, and analysis of content.
CCSS.W7. Conduct short as well as more sustained research projects based on focused questions, demonstrating
understanding of the subject under investigation.
CCSS.SL.1. Prepare for and participate effectively in a range of conversations and collaborations with diverse
partners, building on others’ ideas and expressing their own clearly and persuasively.
CCSS.SL.4. Present information, findings, and supporting evidence such that listeners can follow the line of
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reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
SMP1. Model with mathematics.
SMP2. Use appropriate tools strategically.
SMP4. Look for and make use of structure.
Assessments
Unit Test and/or Project/Activity that matches concepts in this unit.
Key Texts - Resources - Technology
Sports Career Consulting Subscription to: Sports Marketing: High School Edition
Unit 10 - Ticket Promotion and Sales
Essential Questions
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What types of promotions have you seen implemented by a sports or entertainment organization?
Did you or someone you know decide to attend an event or make a purchase decision based on the
promotion or special offer?
Content Standards & Common Core State Standards
MME.MF7.a.8.h. Explain the role of customer service as a component of selling relationships.
MME.MF7.a.11.h. Explain company selling policies.
CCSS.R.2. Determine central ideas or themes of a text and analyze their development; summarize the key
supporting details and ideas.
CCSS.W.2. Write informative/explanatory texts to examine and convey complex ideas and information clearly and
accurately through the effective selection, organization, and analysis of content.
CCSS.W7. Conduct short as well as more sustained research projects based on focused questions, demonstrating
understanding of the subject under investigation.
CCSS.SL.1. Prepare for and participate effectively in a range of conversations and collaborations with diverse
partners, building on others’ ideas and expressing their own clearly and persuasively.
CCSS.SL.4. Present information, findings, and supporting evidence such that listeners can follow the line of
reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
SMP1. Model with mathematics.
SMP2. Use appropriate tools strategically.
SMP4. Look for and make use of structure.
Assessments
Unit Test and/or Project/Activity that matches concepts in this unit.
Key Texts - Resources - Technology
Sports Career Consulting Subscription to: Sports Marketing: High School Edition
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Unit 11 - Game Operations and Entertainment
Essential Questions
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Why do you think teams invest the time, energy, and finances to implement? Game operations?
When you attend a professional sporting event, is the actual game the only form of entertainment
present?
What other forms of entertainment are typically present?
Content Standards & Common Core State Standards
MME.MGT7.a.4.h. Explain the value of aligning marketing activities with business objectives.
MME.MGT6.a6.h. Use resources needed for project.
CCSS.R.2. Determine central ideas or themes of a text and analyze their development; summarize the key
supporting details and ideas.
CCSS.W.2. Write informative/explanatory texts to examine and convey complex ideas and information clearly and
accurately through the effective selection, organization, and analysis of content.
CCSS.W7. Conduct short as well as more sustained research projects based on focused questions, demonstrating
understanding of the subject under investigation.
CCSS.SL.1. Prepare for and participate effectively in a range of conversations and collaborations with diverse
partners, building on others’ ideas and expressing their own clearly and persuasively.
CCSS.SL.4. Present information, findings, and supporting evidence such that listeners can follow the line of
reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
SMP1. Model with mathematics.
SMP2. Use appropriate tools strategically.
SMP4. Look for and make use of structure.
Assessments
Unit Test and/or Project/Activity that matches concepts in this unit.
Key Texts - Resources - Technology
Sports Career Consulting Subscription to: Sports Marketing: High School Edition
Unit 12 - Communications
Essential Questions
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Why do celebrities, entertainers, or athletes participate in various events?
What sources are available for you to use in finding out about your favorite team’s next home game,
entertainer’s concerts, or actor/actress’ next movie?
What instances can you think of where a celebrity, entertainer, or athlete engaged in activities that
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generated negative publicity for themselves and/or their organization?
What was the result for the person organization? How did you hear about it?
Content Standards & Common Core State Standards
MME.MC7.c.12.h. Identify communications channels used in sales promotion.
MME.MC7.c.13.h. Explain communication channels used in public relations activities.
CCSS.R.2. Determine central ideas or themes of a text and analyze their development; summarize the key
supporting details and ideas.
CCSS.W.2. Write informative/explanatory texts to examine and convey complex ideas and information clearly and
accurately through the effective selection, organization, and analysis of content.
CCSS.W7. Conduct short as well as more sustained research projects based on focused questions, demonstrating
understanding of the subject under investigation.
CCSS.SL.1. Prepare for and participate effectively in a range of conversations and collaborations with diverse
partners, building on others’ ideas and expressing their own clearly and persuasively.
CCSS.SL.4. Present information, findings, and supporting evidence such that listeners can follow the line of
reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
SMP1. Model with mathematics.
SMP2. Use appropriate tools strategically.
SMP4. Look for and make use of structure.
Assessments
Unit Test and/or Project/Activity that matches concepts in this unit.
Key Texts - Resources - Technology
Sports Career Consulting Subscription to: Sports Marketing: High School Edition
Unit 13 - Careers in SEM
Essential Questions
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Do you know what a resume is? If so, what is and why is it important? Have you created one?
How would someone go about finding out about potential career openings in this field?
What would a person need to do in order to increase their marketability to employers in this industry?
Content Standards & Common Core State Standards
MME.MGT1.a.9.h. Discuss factors that impact human resources management (e.g., availability of qualified
employees, employment laws/regulations, company policies/ procedures, compensation and benefit programs,
staff diversity, etc.).
MME.MGT1.d.10.h. Screen job applications/resumes.
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CCSS.R.2. Determine central ideas or themes of a text and analyze their development; summarize the key
supporting details and ideas.
CCSS.W.2. Write informative/explanatory texts to examine and convey complex ideas and information clearly and
accurately through the effective selection, organization, and analysis of content.
CCSS.W7. Conduct short as well as more sustained research projects based on focused questions, demonstrating
understanding of the subject under investigation.
CCSS.SL.1. Prepare for and participate effectively in a range of conversations and collaborations with diverse
partners, building on others’ ideas and expressing their own clearly and persuasively.
CCSS.SL.4. Present information, findings, and supporting evidence such that listeners can follow the line of
reasoning and the organization, development, and style are appropriate to task, purpose, and audience.
SMP1. Model with mathematics.
SMP2. Use appropriate tools strategically.
SMP4. Look for and make use of structure.
Assessments
Unit Test and/or Project/Activity that matches concepts in this unit.
Key Texts - Resources - Technology
Sports Career Consulting Subscription to: Sports Marketing: High School Edition
Ongoing Unit Career Development/21st Century Skills
Essential Questions
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How do the skills and knowledge I am learning in this class get applied within a job setting?
How can I work with a team to develop an answer to a question or solution to problem?
How I apply the skills that my future employers will value?
Content Standards & Common Core State Standards
WCCTS.4C3.a.9.h: Develop a mutually acceptable response to a question or problem.
WCCTS.CD1.c.9.h: Assess cultural differences and work effectively with people from a range of social and cultural
backgrounds.
WCCTS.CD4.a.6.h: Evaluate how self-discipline, self-worth, positive attitude and integrity displayed in a work
situation affect employment status.
WCCTS.LE1.a.12.h: Exhibit skills such as innovation, intuition, adaptation, lifelong learning and coach-ability to
develop leadership potential over time.
WCCTS.LE1.b.9.h: Evaluate and apply teamwork processes that provide team building, consensus, continuous
improvement, respect for the opinions of others, cooperation, adaptability and conflict resolution.
Assessments
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Employability Skills Rubric
Key Texts - Resources - Technology
Guest speakers, incorporating careers within each unit, etc.
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