Sports & Entertainment Marketing
Course Outcome Summary
Information
Credits
0.5
Units and Timelines
Sports/Entertainment Marketing Research (3 weeks)
Sponsorships and Sports Financing (4 weeks)
Sports/Entertainment Marketing Careers (1 week)
Entertainment Marketing (2 weeks)
Event Marketing and Planning (3 weeks)
Public Relations and the role of Agents (1 week)
Global Marketing for Sports and Entertainment (1 week)
College and Amateur Sports (1 week)
Recreational Marketing (1 week)
Legal Issues for Sports and Entertainment Marketing (1 week)
Mission/Description
Our mission is to prepare all students to build a knowledge base of business/marketing skills and
attitudes, and to apply those skills and attitudes in a constantly changing world in order to be competent,
productive and successful workers.
Sports & Entertainment Marketing offers students the opportunity to apply their knowledge of marketing
principles and concepts to a multi-billion dollar industry. This course is intended for individuals who
seek to dissect the world of million dollar athletes, Hollywood stars, and public finance projects. Course
content will include: agents, contracts, sponsorships, advertising, publicity, promotion and survey
creation. Students will apply the seven functions of marketing to review current marketing techniques of
the sport and entertainment business. Students will have the opportunity to create their own marketing
strategy for a business of their choice.
Textbooks
1. Mary Burruss. Fantasy Sports in the Classroom. Publisher: Fantasy Sports Properties, Inc.
2. Farese, Kimbrell, Woloszyk. Marketing Essentials. Publisher: Glencoe/McGraw-Hill. Year: 2002
3. Kaser and Brooks. Sports and Entertainment Managment. Publisher: Thomson, South-Western. Year:
2005
4. Farese, Grossman, Nicholson with Wardinski. Sports & Entertainment Marketing. Publisher: McGraw
Hill - Glencoe. Year: 2005
5. Kaser and Oelkers. Sports and Entertainment Marketing. Publisher: South-Western. Year: 2001
Core Abilities
o
Analyze divergent views to resolve conflicts.
o
Assess personal goals, values, and motivations.
o
Assume responsibility for own actions.
o
Balance a lifestyle that is safe and healthy.
o
Demonstrate appropriate communication skills.
o
Devise solutions to complex problems.
o
Initiate positive leadership skills.
o
Integrate self awareness and attitudes appropriate in diverse social situations.
o
Organize data into useable forms.
o
Utilize appropriate behaviors and attitudes in the work environment.
o
Utilize technology to improve efficiency.
Competencies, Linked Standards, Objectives and
Performance Standards
1.
Discuss the various tools used to conduct effective market research.
Properties
Domain: Cognitive
Level: Comprehension
Difficulty: Low
Importance: Important
Linked External Standards
WI.MK.D.12.4 Use research procedures and skills to develop an informed position on a
consumer- or business-related issue (see SS E.12.14; LA F.12.1; Math [MA] E.12.1)
WI.MK.F.ME.1 Use research procedures and skills to develop an informed position on
a marketing-related issue (see SS D.12.2; LA B.12.1, F.12.1)
Performance Standards
o
learner provides an example from the sports or entertainment industry of each of the four
types of marketing research.
o
learner provides an example of primary data collected for either the sports or
entertainment industry.
o
learner provides documented evidence of secondary information for either the sports or
entertainment industry.
Learning objectives
a.
Describe the need for marketing information.
b.
Describe four types of marketing research.
2.
c.
Explain the difference between primary and secondary data.
d.
Identify the limitations of marketing research.
e.
Explain the use of test marketing.
Develop a marketing survey for a promotional activity.
Properties
Domain: Cognitive
Level: Application
Difficulty: Medium
Importance: Important
Linked External Standards
WI.MK.D.12.4 Use research procedures and skills to develop an informed position on a
consumer- or business-related issue (see SS E.12.14; LA F.12.1; Math [MA] E.12.1)
WI.MK.E.ME.1 Apply problem-solving skills to investigate marketing concerns (see
MA A.12.1, E.12.1; LA F.12.1)
Performance Standards
o
learner prepares a written report including all five steps of the marketing research
process.
o
learner develops survey with a minimum of five demographic/psychographic questions.
o
learner develops survey with a minimum of five yes/no questions.
o
learner develops survey with a minimum of five multiple-choice questions.
o
learner develops survey with a minimum of five rating scale questions.
o
o
learner develops survey with a minimum of five level of agreement questions.
learner includes survey in his/her e-portfolio.
Learning objectives
a.
Describe the five steps in conducting marketing research.
3.
b.
Distinguish between the three methods of primary research: survey, observation, and
experimental.
c.
Construct questions for a survey.
d.
Analyze the results of a survey.
e.
Illustrate the information that is gathered from a survey.
Interpret how sponsors/endorsements affect the sports and entertainment industry.
Properties
Domain: Cognitive
Level: Comprehension
Difficulty: Low
Importance: Useful
Linked External Standards
WI.MK.D.12.1 Determine the need for and availability of financial resources to fund
business activities
WI.MK.D.ME.3 Determine the role of finance and credit in the operation of a business
Performance Standards
o
learner explains in written form the advantages and disadvantages of corporate financial
support to the sports and entertainment industries.
o
learner produces a list of ten targeted sponsors given a specific sports or entertainment
event.
o
learner develops a written sponsorship proposal for a sports or entertainment event of
choice.
o
learner prepares one written article summary about negative sports celebrity publicity
and the impact on the associated sponsors.
learner includes written sponsorship proposal in his/her e-portfolio.
o
Learning objectives
a.
Determine the reasons for soliciting business/community sponsorship.
4.
b.
c.
Appreciate the value and growing importance of "Cause Marketing."
Explain the value of marketing products/services through sports and entertainment.
d.
Recognize the qualities required for endorsing products by celebrities.
e.
Analyze the effectiveness of quality sponsors and endorser.
f.
Discuss the negative results of sponsors and endorsers.
Distinguish between the roles and duties of sports and entertainment agents.
Properties
Domain: Cognitive
Level: Comprehension
Difficulty: Low
Importance: Important
Linked External Standards
WI.MK.I.12.4
LA A.12.4)
Distinguish roles and duties of positions within an organization (see
Performance Standards
o
learner researches and prepares in written form the occupational description of an agent.
o
learner researches and prepares in written form the skills and abilities required to
become an agent.
o
learner researches and prepares in written form the career path and career outlook for
becoming an agent.
Learning objectives
a.
Explain the role of a contract.
b.
Explain the role of a sports marketing firm.
c.
Explain the role of a talent scout/agent.
d.
5.
Outline the occupational responsibilities of an agent.
Describe how cultural differences, both domestically and internationally, affect the sports
and entertainment industry in the U.S.
Properties
Domain: Cognitive
Level: Application
Difficulty: Medium
Importance: Important
Linked External Standards
WI.MK.C.12.1 Discuss political, financial, and legal issues that affect and impact the
nature of doing business globally (see SS D.12.3, D.12.4, D.12.6)
WI.MK.C.ME.1 Analyze political opportunities and challenges that affect global
marketing efforts drawing from geography, international current events, or cultural
controversies in a specific part of the world (see SS D.12.3, E.12.11)
Performance Standards
o
learner researches and prepares in written form a paper illustrating the cultural
differences between the U.S. and another country on the same sport. (Option 1)
o
learner researches and prepares in written form a paper summarizing the success or
failure of a U.S. entertainment venue in another country of choice. (Option 2)
o
learner includes written report in his/her e-portfolio.
Learning objectives
a.
Discuss the cultural, economic, and political factors that evolve around certain sport and
entertainment industries.
6.
b.
Compare/Contrast the popularity of sports and entertainment in the U.S. with other
countries.
c.
Describe how world markets are important to the success of the entertainment industry.
d.
e.
Provide examples of sports that have been both imported and exported from the U.S.
Review the two major international sports competitions: USOC & FIFA.
f.
Describe ways in which sports marketing has increased international awareness of
sports.
g.
Explain some challenges in marketing the Olympics and women's sports.
Analyze the different legal issues associated with sports and entertainment industries.
Properties
Domain: Cognitive
Level: Analysis
Difficulty: Medium
Importance: Important
Linked External Standards
WI.MK.B.12.3 Analyze the impact of government in a free enterprise system (see SS
D.12.5, D.12.11)
WI.MK.B.12.6 Describe the evolution of movements to assert the rights of consumers
and businesses in our system (see SS D.12.12)
Performance Standards
o
learner defends the side of either management or organized labor in a role-play debate
on a sports or entertainment contract issue following the requirements outlined on the
grading rubric.
o
learner prepares a written paper defending either the free or illegal electronic distribution
of music or movies over the internet following the requirements outlined on the grading
rubric.
o
learner prepares a written paper justifying two new ideas for licensed merchandise for
either a sports league or entertainment venue following the requirements outlined on the
grading rubric.
o
learner includes one of the two written papers in his/her e-portfolio.
Learning objectives
a.
Discuss the need for contracts in the sports industry.
7.
b.
Recognize the importance of copyright law as it relates to the entertainment industry.
c.
Analyze the public relations impact of labor laws in professional sports and
entertainment industries.
d.
Assess the financial harm that strikes and labor disputes may cause to a professional
sport or entertainment.
e.
Explain brand licensing and the importance of legal protection to the sports and
entertainment industries.
f.
Describe the financial value of licensing sports and entertainment merchandise.
Identify career opportunities in the field of sports and entertainment marketing.
Properties
Domain: Cognitive
Level: Knowledge
Difficulty: Low
Importance: Useful
Linked External Standards
WI.MK.G.12.7 Develop a lifework development plan consistent with talents, abilities,
and interests, and education and occupation options (see SS E.12.2)
Performance Standards
o
learner researches and prepares a written report on one specific occupation in the sports
or entertainment industry following the guidelines provided on the grading rubric.
Learning objectives
a.
Evaluate the different marketing paths, types of jobs, earnings, and occupational
characteristics in the sports and entertainment industries.
b.
Describe any current employment trends in the sports and entertainment industries.
c.
Assess personal values, lifestyle goals, interests, and skills and aptitudes related to
careers in the sports and entertainment industries.
8.
Describe the nature and scope of publicity and public relations as it relates to the sports
and entertainment industry.
Properties
Domain: Cognitive
Level: Application
Difficulty: Medium
Importance: Useful
Linked External Standards
WI.MK.D.ME.7 Develop and present a promotional plan for a project, service, or
business
Performance Standards
o
learner produces a written press release for an upcoming sports or entertainment event at
the high school fulfilling all requirements on the provided grading rubric.
o
learner writes a promotional plan for a sports team, sports celebrity, or entertainer to use
for the first two weeks after receiving negative publicity from fans and the general
public.
o
learner includes one of the two written projects in his/her e-portfolio.
Learning objectives
a.
Describe the guidelines in planning and carrying out publicity projects.
b.
Discuss the importance of positive public relations for sports and entertainment.
9.
c.
Explain how public relations firms assist in creating favorable images.
d.
Evaluate how athletes/entertainers can affect public perceptions.
e.
Identify the sections required for a complete press/news release.
Develop and implement an event marketing plan.
Properties
Domain: Psychomotor
Level: Application
Difficulty: Medium
Importance: Essential
Linked External Standards
WI.MK.D.ME.7 Develop and present a promotional plan for a project, service, or
business
WI.MK.D.ME.13 Develop and defend a marketing plan
Performance Standards
o
learner produces an advertising campaign for an upcoming marketing event of their
choice following the guidelines outlined in the grading rubric.
o
o
advertising campaign incorporates a variety of promotional media including a press
release, and sponsorship opportunities.
learner includes advertising campaign in his/her e-portfolio.
Learning objectives
a.
Explain the importance that an effective advertising campaign will have on an
organization.
10.
b.
Select appropriate types of advertising media.
c.
Determine market segmentation when choosing a media.
d.
Determine the necessary resources for the marketing event.
e.
Develop a project plan to guide the marketing event.
f.
Determine an appropriate budget for the marketing event.
g.
Acquire appropriate sponsors for the marketing event.
h.
Forecast the outcomes of an effective advertising campaign.
Describe the benefits of college athletics and amateur sports to the different
communities/fans involved.
Linked External Standards
WI.MK.G.ME.3 Demonstrate knowledge of change in the field of marketing and
describe how to adapt to new marketing technology and changing requirements in the
marketing workplace (see LA F.12.1)
Performance Standards
o
learner prepares a written proposal for the addition of an amateur sport to an existing
college city and justifies the location in terms of demographic, geographic, and
psychographic analysis.
o
learner includes written proposal in his/her e-portfolio.
Learning objectives
a.
Explain the importance of the NCAA and team rankings to college sports.
b.
Discuss the growing market surrounding women's college athletics.
c.
Describe the benefits of sponsorship and licensing to college and amateur teams.
d.
e.
Explain the reasons for realignment of college conferences.
Compare/Contrast the marketing strategies of amateur sports to professional sports.
f.
Determine market opportunities for growth and development of new amateur sports
teams in the U.S.
Evaluate the economic benefits of amateur sports teams.
g.
11.
Describe how recreational marketing is growing in popularity given changing
demographics.
Linked External Standards
WI.MK.G.ME.3 Demonstrate knowledge of change in the field of marketing and
describe how to adapt to new marketing technology and changing requirements in the
marketing workplace (see LA F.12.1)
Performance Standards
o
learner prepares a written paper customizing a recreational area/event of their choice to a
particular audience and supports with an appropriately targeted promotional campaign.
Learning objectives
a.
Apply marketing information to recreational marketing events.
b.
Evaluate new and upcoming recreational sporting and entertainment events.
c.
Defend appropriate marketing and promotional strategies for new recreational marketing
events.
d.
Explain how technology has impacted the growth of travel and tourism domestically and
internationally.