Lesson Plan. Course Title: Sports and Entertainment Marketing Session Title: Marketing Information Management for Sports and Entertainment

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1 Lesson Plan Course Title: Sports and Entertainment Marketing Session Title: Marketing Information Management for Sports and Entertainment Performance Objective: After completing this lesson, the student will explain the purpose of marketing-information management and describe careers in marketing-information management. Specific Objectives: The student will explain the reason for marketing research. The student will define syndicated research. The student will explain the importance of electronic data for making decisions. The student will describe how polls are used to gather people s opinions. The student will explain the value of engaged customers. The student will give examples of careers in marketing research. The student will identify the growth potential for marketing research careers. The student will define client-side researchers. The student will list job qualifications needed for marketing research. TERMS Syndicated research-research conducted by an independent company and then offered for sale to everyone in an industry Polls-surveys of people s opinions Engaged customers-repeat customers who are completely loyal to the company s products and services Client-side researchers-when staff researchers work with external research agencies Occupational Outlook Handbook-publication of the Bureau of Labor Statistics that provides an excellent overview of different marketing-related jobs and careers Jargon-language that relates to a specific area and that makes communication more concise Market share-portion of the total possible market dollars or business Marketing research-gathering data and indentifying solutions to marketing problems Copyright Texas Education Agency All rights reserved. 1

2 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 (c)(7)(a) explain characteristics and purposes of a marketing-information system (c)(7)(b) identify benefits and limitations of marketing research (c)(7)(d) analyze data used to make accurate forecasts (c)(16)(a) research careers in the sports and entertainment marketing industry (c)(16)(b) list and describe businesses related to sports and entertainment (c)(14)(b) distinguish among sports and entertainment marketing terms Interdisciplinary Correlations: English: (b)(21)(b) organize information gathered from multiple sources to create a variety of graphics and forms (e.g., notes, learning logs) (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 (b)(23)(c) uses graphics and illustrations to help explain concepts where appropriate (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. Copyright Texas Education Agency All rights reserved. 2

3 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 Occupational Outlook Handbook 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, South- Western Cengage Learning. 3. Advertising Age 4. USA Today 5. Sports Illustrated Materials Needed: 1. Printer paper 2. Assignments and website information ready to distribute to students. (Marketing Research) 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 and Undercover Boss Episodes 3. Computers for Students to Conduct Research and Collect Data for Projects Learner Preparation: Ask students if their family has ever received a telephone call asking them to complete a survey. Then explain how surveys are conducted to find out what consumers think and want. Marketing research is conducted in sports and entertainment to determine the latest trends. The research helps to determine what people are willing to pay for sports and entertainment events. Copyright Texas Education Agency All rights reserved. 3

4 Introduction Introduction (LSI Quadrant I): SHOW: Show students an example of a Gallup survey. ASK: Ask students why companies would hire organizations like Gallup to conduct research. SAY: Explain how research is a difficult, time-consuming process and some companies hire the experts in the industry to conduct research. ASK: Ask students what kind of information a professional sports team would like to have about its fans. SAY: Effective research helps sports and entertainment venues plan events that result in repeat customers. ASK: Ask students why it is important to research careers to determine future growth needs. SAY: Explain how resources like the Occupational Outlook Handbook are very helpful when planning a career. Outline (LSI Quadrant II): Outline Instructors can use the PowerPoint presentation, slides, handouts, and note pages in conjunction with the following outline. MI Outline Notes to Instructor I. Marketing-Information Management A. The Need for Speedy Information 1. consumers have many choices when it comes to spending discretionary income 2. to gain market share, businesses must obtain information about potential customer s wants and needs B. Who is Buying 1. developing a product or service can be very expensive 2. making a movie can cost millions of dollars 3. syndicated research-research conducted by an independent company and then offered for sale to everyone in an industry 4. electronic data-can be viewed instantly Use PowerPoint and current events as aids. Since developing new products and services is very expensive, companies count on marketing research to make better informed decisions. Copyright Texas Education Agency All rights reserved. 4

5 worldwide and used to make decisions. II. Engaging Customers A. Polls-surveys of people s opinions B. The Gallup Organization-international marketing research firm that uses special software to conduct polls C. Engaged Customers-repeat customers who are completely loyal to the company s products and services 1. five times as expensive to attract the business of new customers as it is to retain the loyalty of current customers 2. loyal customers greatly increase company profits Use PowerPoint as aid. Repeat customers mean larger profits. Polls and surveys are used to determine the satisfaction level for current customers. III. Careers in Marketing Research A. Marketing Researchers 1. acquire and manage marketing information 2. hired by media companies (television, motion pictures, radio, print, Internet) to collect data about their audiences and competition 3. track sales of movie tickets, videos, DVDs, newspapers, and books 4. track the characteristics of people who are buying sports and entertainment goods and services B. Marketing Research Firms 1. U.S. Department of Labor-number of careers in marketing research will increase by 18 to 26 percent through much faster growth than other occupations 3. most marketing researchers are employed in large cities 4. usually requires an advanced degree such as a master s degree 5. researchers like to explore new ideas and look for trends 6. begin their careers as entry-level associates who assist with conducting surveys and compiling reports based on collected data C. Client-side Researchers 1. when staff researchers work with external research agencies 2. hundreds of companies specialize in marketing research 3. ACNielsen Use PowerPoint as aid. Marketing research careers are projected to grow faster than other career fields. Many of these jobs are located in large cities. Research is used to track sales, determine customer satisfaction, and determine the need for new entertainment venues. Client-side research involves using external companies to conduct research. ACNielsen ratings are closely followed in the television and movie industries. This organization measures the market share for movies and television networks. Copyright Texas Education Agency All rights reserved. 5

6 a. major marketing research firm founded in 1923 b. global consumer expert serving more than 9,000 client businesses c. noted for television audience ratings d. divided into businesses that focus on segments of the entertainment industry, such as television or films e. more than 21,000 employees D. Director of Marketing 1. requires B.S. degree and experience in marketing or marketing research 2. MBA is a plus 3. primary objective of the position-drive profitable revenue for the assigned products 4. Tasks a. director s team tracks sales, analyzes advertising data, helps plan media campaigns, and much more b. director-manages the team, makes presentations, creates schedules and action plans, develops training materials, and is the main contact for information 5. Required Skills a. organization b. communication c. presentation d. proficiency in word processing, database, and presentation software The marketing director position requires a B.S. degree. Having an MBA is even better for this position. Marketing directors must be organized. They need good communication skills and must be able to make effective presentations. Verbal Linguistic Logical Mathematical Visual Spatial Musical Rhythmic Bodily Kinesthetic Intrapersonal Interpersonal Naturalist Existentialist Application Copyright Texas Education Agency All rights reserved. 6

7 Guided Practice (LSI Quadrant III): Ask students if they have ever participated in a survey either in the mall, on the phone, through the mail, etc. What was the topic? Were they offered anything for their participation? Independent Practice (LSI Quadrant III): Marketing Research Assignment (2 students per team) 1. Television shows and televised sporting events count on ACNielsen ratings to stay in business for another season. Students will choose a television show or annually televised sporting event that uses marketing research to determine who is watching the program and to improve the show or sporting event in the future. 2. Students will define the target market for the show/sporting event and develop 10 survey questions to ask viewers in order to improve the show/sporting event. 3. Students must explain the best strategy for surveying members of the target market and describe incentives to increase the response rate of surveyed television viewers. 4. This project will be evaluated using the associated rubric. Summary Review (LSI Quadrants I and IV): Question: Why do sports and entertainment organizations need to use marketing research? Question: Who are engaged customers? Question: Why is it more important to retain loyal customers than seek new customers? Question: What type of research is the specialty for ACNielsen? Question: What is syndicated research? Question: What type of research is conducted by the Gallup Organization? Question: What is the responsibility of the director for marketing research? Evaluation Copyright Texas Education Agency All rights reserved. 7

8 Informal Assessment (LSI Quadrant III): Instructor should observe the work ethic of individuals involved in the marketing research activity. All students are required to contribute to the three-part independent practice activity. Formal Assessment (LSI Quadrant III, IV): Students will be evaluated on their Marketing Research 3-part assignment by using the assigned rubric. Extension Extension/Enrichment (LSI Quadrant IV): Marketing Research and the Gallup Organization Student Directions 1. Conduct research to learn more about the Gallup Organization and how it is involved with marketing-information management. 2. Use the Internet to determine the role of the Gallup Organization. You should also find out who Gallup Organization s largest clients are. 3. Prepare a PowerPoint presentation that explains the importance of marketing research to gather data and how the data is used by organizations for improvement. 4. This project will be evaluated using the associated rubric. Copyright Texas Education Agency All rights reserved. 8

9 Sports and Entertainment Marketing Student Directions Marketing Research Assignment Independent Practice (LSI Quadrant III) Endorsement Assignment 1. Describe the role of ACNielsen for television programming. Choose a popular television show or annually televised sporting event that counts on the feedback of viewers to stay on the airwaves. 2. Define the target market for your selected show/televised sporting event. Develop 10 survey questions to ask viewers in order to improve the program or televised sporting event. 3. Explain the best strategy for surveying members of the target market for the show/sporting event and describe incentives that will generate a greater response rate from viewers who are surveyed. 4. Your project will be evaluated using a rubric that covers instructions 1-3. Copyright Texas Education Agency All rights reserved. 9

10 Marketing Research Assignment Rubric (Define Target Market, Develop 10-Question Survey, Strategy to Increase Viewer Response Rate) CATEGORY Quality of Work Provides work of the highest quality. Provides high quality work. Provides work that occasionally needs to be checked/redone by other group members to ensure quality. Provides work that usually needs to be checked/redone by others to ensure quality. Target Market 10-Question Survey Thoroughly describes the target audience for the television program or televised sporting event and gives concrete examples. Excellent survey with relevant, nonleading questions. Adequately describes the target audience for the television program or televised sporting event. Good survey with acceptable questions. Explains the target audience with 80% clarity. Adequate survey with 80% non-leading questions. Provides partial information used to describe the target audience. Ten question survey with too many leading questions. Viewer Response Rate Strategy Excellent, welldefined strategy to increase viewer response rate. Good ideas to increase viewer response rate. Adequate strategy to increase viewer response rate. Partial strategy to increase viewer response rate. Pride Work reflects this student's best efforts. Work reflects a strong effort from this student. Work reflects some effort from this student. Work reflects very little effort from this student. Total Points Earned Copyright Texas Education Agency All rights reserved. 10

11 Extension/Enrichment (LSI Quadrant IV): The Gallup Organization PowerPoint Presentation Rubric CATEGORY Presentation Well-rehearsed with Rehearsed with fairly Delivery not smooth, Delivery not smooth smooth delivery that holds audience attention. smooth delivery that holds audience attention most of the time. but able to maintain interest of the audience most of the time. and audience attention often lost. Attractiveness Makes excellent use of font, color, graphics, effects, etc. to enhance the presentation. Makes good use of font, color, graphics, effects, etc. to enhance the presentation. Makes use of font, color, graphics, effects, etc. but occasionally these distract from the presentation content. Use of font, color, graphics, effects etc; these often distract from the presentation content. Content Covers topic indepth with details and examples. Subject knowledge is excellent. Includes essential knowledge about the topic. Subject knowledge appears to be good. Includes essential information about the topic but there are 1-2 factual errors. Content is minimal OR there are several factual errors. Organization Sources Content is well organized using headings or bulleted lists to group related material. Source information collected for all graphics, facts, and quotations. All documented in desired format. Uses headings or bulleted lists to organize content, but the overall organization of topics appear flawed. Source information collected for all graphics, facts, and quotations. Most documented in desired format. Content is logically organized for the most part. Source information collected for graphics, facts, and quotations, but not documented in desired format. There was no clear or logical organizational structure; just lots of facts. Very little or no source information was collected. Total Points Earned Copyright Texas Education Agency All rights reserved. 11