Sports & Entertainment Marketing

Transcription

1 EXAM INFORMATION Items 48 Pints 74 Prerequisites NONE Grade Level Curse Length ONE SEMESTER Career Cluster MARKETING Perfrmance Standards INCLUDED Certificate Available YES DESCRIPTION This is an intrductry curse that will help students gain an understanding f marketing cncepts as they apply t the sprts and entertainment industry. The areas this curse will cver include: cre marketing standards, market segmentatin, target marketing, the event marketing triangle (events, fans, and spnsrs), sprts and entertainment prmtin and marketing plans. EXAM BLUEPRINT STANDARD PERCENTAGE OF EXAM 1- Basic Sprts Marketing 15% 2- Event Triangle Cmpnents 3% 3- Event Triangle - Event 12% 4- Event Triangle Spnsr 18% 5- Event Triangle Fan 14% 6- Entertainment Marketing 8% 7- Marketing Prmtin Campaign 16% 8- Marketing Plan 7% 9- Career Opprtunities 7%

2 STANDARD 1 STUDENTS WILL GAIN AN UNDERSTANDING OF BASIC MARKETING CONCEPTS AND TERMINOLOGY AS THEY PERTAIN TO THE SPORTS AND ENTERTAINMENT INDUSTRY Define marketing, market, prducer, cnsumer, exchange, the "marketing cncept", marketing mix and give examples f each. 1. Explain the cre standards f marketing. 1. Channel Management 2. Marketing-Infrmatin Management 3. Market Planning 4. Pricing 5. Prduct/Service Management (make sure t cver branding) 6. Prmtin 7. Selling Identify the reasns a sprts/entertainment prperty wuld have need t incrprate marketing int their business plan and sme cmmn marketing activities that wuld be utilized. 1. Explain the cncept f the marketing f sprts/entertainment. 1. Understand the impact f prfessinal athletes and stars (music and mvie) as part f the marketing prcess. 2. Understand the impact f team perfrmance/star pwer as it relates t demand. 3. Understand seasnal interests (peak seasn vs. ff seasn--marketing emphasis changes but must nt be neglected)--the high seasn fr mvie entertainment (hlidays/summer). 2. Describe activities t market/prmte a sprts/entertainment prperty: sales and advertising (print and electrnic), wrld premier (pening week), press cnferences, "Midnight Madness" events, etc. (seasn-lng prmtins are mre imprtant than "ne-ffs"). STANDARD 2 STUDENTS WILL BE ABLE TO IDENTIFY AND DEFINE THE EVENT TRIANGLE AND IDENTIFY ITS VARIOUS COMPONENTS (EVENT, SPONSOR, AND FAN) AND THEIR INTER-RELATEDNESS Describe the "event triangle" and identify its three sides. 1. Summarize the exchanges in the event triangle. 1. Fans t Spnsrs and Event 2. Spnsrs t Event and Fans 3. Event t Fans and Spnsrs STANDARD 3 STUDENTS WILL GAIN A GREATER UNDERSTANDING OF THE EVENT COMPONENT OF THE EVENT TRIANGLE Students will assess the imprtance f event marketing. Precisin Exams Page 2

3 1. Identify and describe the key cmpnents f an event. 1. Ticketing 2. Gate Receipt 2. Venue 3. Cncessins 4. Merchandising pprtunities including licensed merchandise. 5. Seating 6. Staffing and Discuss and review means f evaluating an event. 1. Explre: 1. Attendance 2. Gate 3. Fan-Fun Event 2. Media distributin and ways t be invlved in events. 1. Sales ticketing seasn packages 2. Event enjyment fan reactin & cnsumer evaluatins 3. Return n Investment repeat purchase r event participatin questins 4. Venue capacity/perceived crwding STANDARD 4 STUDENTS WILL GAIN A GREATER UNDERSTANDING OF THE SPONSOR COMPONENT OF THE EVENT TRIANGLE Students will understand the rle f crprate partners (spnsrs) in sprts and entertainment marketing. 1. Understand the cncept f spnsrship. 1. Define spnsrship. 2. Discuss reasns a cmpany wuld be invlved in an event r sprts/entertainment prperty. 3. Understand and discuss the cncept f brrwed equity and marketing thrugh sprts vs. marketing f sprts. 4. Discuss cncerns related t ambush marketing. 1. Recgnize majr gals f spnsrship and understand and identify spnsrship levels 2. Increase Sales 3. Increase Awareness 4. Be Cmpetitive 5. Reach the Target Market 6. Build Custmer Relatinships 7. Develp Image 8. Leveraging 2. Describe activities t market prducts using sprts/entertainment (celebrity/star athlete endrsements, autgraph signing events, prmtinal tie-ins [mvie characters with fast fd chains, lunch bxes, apparel, etc.], venue signage, merchandising tie-ins, fan gear, etc. 3. Understand that spnsrship is ften utsurced in sprts and entertainment and hw this is dne: (IMG, etc.) Precisin Exams Page 3

4 STANDARD 5 STUDENTS WILL GAIN A GREATER UNDERSTANDING OF THE FAN COMPONENT OF THE EVENT TRIANGLE Students will understand the rle f fans in sprts and entertainment marketing. 1. Understand the reasns why fans attend r participate in sprts and entertainment: entertainment, diversin frm everyday life, career pprtunities, etc. 2. Explain and evaluate fan attendance factrs: Sprts Teams Success, Star Pwer, Lyalty, Pricing, etc. 3. Cmpare and cntract audience, cnsumers, and custmers. 4. Identify sprts/entertainment fans as valuable target markets. 1. Market Segmentatin 1. Demgraphic Segmentatin 2. Psychgraphic Segmentatin 3. Gegraphic Segmentatin 4. Behaviral Segmentatins (prvide specific details such as seat lcatin, frequency f visits, merchandise purchases, scial engagement, and arrival time.) Recgnize varius ways that fans can be part f an audience. 1. Explain venues (stadiums, cncert halls, theaters, etc.) as places f distributin. 1. In persn attendance 2. Fan-Fun Events 2. Explain media distributin and ways t be invlved in events. 1. Watch r listen fr free at hme (TV, Radi, Internet). 3. Purchasing events thrugh media (pay-per-view, dwnlads, etc.). STANDARD 6 STUDENTS WILL UNDERSTAND HOW BASIC MARKETING COMPONENTS ARE UTILIZED WITHIN THE ENTERTAINMENT INDUSTRY (MUSIC, MOVIES, PLAYS, AND THE FINE ARTS) Students will be able t explain the prmtinal strategies fr mtin pictures, music, plays and the fine arts such as thse fund in museums, centers fr perfrming arts, as well as traveling exhibitins. 1. Understand the ways mvies are marketed/prmted wrldwide. 2. Understand hw the marketing technique f prviding previews helps t create demand fr mvies. 3. Understand the nature f the New Yrk City theatre district (Bradway) and why it s imprtant in the entertainment industry. 4. Identify the different ways fine arts (ballet, museums, theatre, traveling exhibits, guest artists/cnductrs, etc.) are prmted including: playbill magazine, billbards, public transit ads, etc. Students will be able t describe channel management (distributin) fr varius segments f the entertainment industry: (mvies, plays, music, and the fine arts.) 1. Explain hw an artist s music and appearances are distributed. 2. Explain hw the merger f media giants affect entertainment distributin. 3. Explain hw cable has influenced the distributin f hme entertainment. Precisin Exams Page 4

5 Objective 3 4. Explain surces f "at hme" entertainment distributin (pay-per-view, On-demand, Netflix, thers??). 5. Identify the different ways that fine arts (ballet, traveling exhibits, guest artists/cnductrs, etc.) are made available t the public. Students will understand hw revenue ($) is generated in the arts (mvies, plays, music, and the fine arts) and the varius factrs which affect revenue generatin. 1. Identify the ways in which mvie studis can generate mney. 2. Students will be able t calculate revenue and the prfits frm mvies. 3. Discuss what makes certain films mre prfitable. ("Star Pwer", fan base fllwing, sequels, etc.). 4. Understand hw the music industry perates financially and the varius cmpnents f the revenue generating prcess and factrs which can affect revenues. 5. Explain bth the prmtinal but mre imprtantly the financial value f entertainment awards (Grammys, Tny Awards, the Oscars, etc.). 6. Identify the many merchandising prducts that evlve frm a mtin picture (i.e. actin figures, lunchbxes, clthing, cmputer games, psters etc.). STANDARD 7 STUDENTS WILL DISCOVER THE IMPORTANCE AND ELEMENTS USED IN DEVELOPING A SPORTS AND/OR ENTERTAINMENT MARKETING PROMOTION CAMPAIGN Identify the rles and gals f prmtins. 1. Define prmtin and discuss its rle. 1. Infrm, persuade, remind 2. Identify gals f prmtin. 1. Increase Sales 2. Increase Awareness 3. Be Cmpetitive 4. Reach the Target Market 5. Build Custmer Relatinship 6. Develp Image (fr new prspects access t the prduct (Jazz game) as lw risk trial. Define prmtinal mix and identify its cmpnents and understand hw the elements f the prmtinal mix are integrated t frm a prmtinal campaign. 1. Define and identify examples f: 1. Advertising (branding and actin based-advertising dne t create a specific task--seasn ticket sales prmtin/play-ff ticket sales prmtin/ fan fun event attendance, etc.) 2. Public Relatins 3. Persnal Selling 4. Sales Prmtin 2. Recgnize and discuss media types as well as the advantages and limitatins f each: 1. Scial media 2. Print Media 3. Bradcast Media 4. Direct Mail 5. Outdr 6. Specialty Media Precisin Exams Page 5

6 Objective 3 7. Other 3. Be able t define and understand an advertising schedule. Be able t develp a prmtin plan fr an event r sprts prperty. 1. Prmtins and advertising used t prmte the event/prperty t fans. 2. Persnal selling effrts. Standard 7 Perfrmance Evaluatin included belw (Optinal) STANDARD 8 STUDENTS WILL DISCOVER THE IMPORTANCE AND ELEMENTS USED IN DEVELOPING A SPORTS/ENTERTAINMENT MARKETING PLAN Objective 3 Determine the cmpnents f a sprts/entertainment marketing plan. 1. Identify and explain the cmpnents f a cnventinal marketing plan: 1. Executive Summary 2. Intrductin 3. Situatin Analysis 4. Target Market Identificatin 5. Gals 6. Media Strategies 7. Implementatin 8. Evaluatin 9. SWOT 2. Explre sme existing marketing plans and their applicatin in industry. Explain the rle and identify hw prmtinal plans as well as event are integrated int a sprts/entertainment marketing plan. Be able t develp a sprts/entertainment marketing plan fr a team and/r event incrprating the cmpnents identified in bjective 1 and 2 as well as sme ptinal cmpnents such as: 1. Scheduling, seasn summary, seasn preview, ticketing gals. 2. Sales strategies, seasn games 3. Game by game summary, price prmtins/theme nights 4. Scial media technlgies-web and mbile based 5. Students will want t reference examples as well as evaluatin methds frm the Internet. Standard 8 Perfrmance Evaluatin included belw (Optinal) STANDARD 9 STUDENTS WILL EXPLORE CAREER OPPORTUNITIES IN SPORTS AND ENTERTAINMENT MARKETING Identify sme different jbs and describe the training needed t secure an entrylevel psitin in the sprts and/r entertainment marketing. 1. What are sme f the jbs/careers within the sprts and entertainment industry? 1. Talent Directr 2. Marketing Directr Precisin Exams Page 6

7 3. Sales 4. Public Relatins 2. Students will be able t describe the knwledge/skill sets needed fr specific jbs within the sprts and entertainment marketing field. 3. Students will be able t describe the preparatin necessary fr a career in the sprts and entertainment marketing field. Precisin Exams Page 7

8 Sprts & Entertainment Marketing Perfrmance Standards (Optinal) Perfrmance assessments may be cmpleted and evaluated at any time during the curse. The fllwing perfrmance skills are t be used in cnnectin with the assciated standards and exam. T pass the perfrmance standard the student must attain a perfrmance standard average f 8 r higher n the rating scale. Students may be encuraged t repeat the bjectives until they average 8 r higher. Students Name Class STANDARD 7 Marketing Prmtin Campaign Develp a Prmtin Plan fr a sprts/entertainment prperty r event including the fllwing elements. Target Market Identificatin (wh are we trying t reach) Strategies (what d we wish t accmplish) Scheduling (when-time frame) Implementatin (hw) Evaluatin Summary And at least five (5) f the fllwing twelve (12) elements: In-Game Give Away Sprts Website/Sprts BLOG Ad Print Ad Newspaper/Magazine/Direct Mail Outdr/Transit Advertisement Venue Advertisement Grup/Seasn Sales Campaign Press Release/News Release Advertising Schedule (including rates) TV Strybard Radi Script Internet/e-Cmmerce Advertisement Retailer Prmtin Scre: STANDARD 8 Marketing Plan Scre: Develp a Sprts/Entertainment Marketing Plan fr a sprts/entertainment prperty r event including the fllwing elements: Executive Summary Intrductin Situatin Analysis Target Market Identificatin Gals Precisin Exams Page 8

9 Strategies (Prmtinal Plan) Scheduling Implementatin Evaluatin Summary PERFORMANCE STANDARD AVERAGE SCORE: Precisin Exams Page 9