COURSE OF STUDY UNIT PLANNING GUIDE SPORTS & ENTERTAINMENT MARKETING GRADE LEVEL: FULL YEAR MICHAEL FORCE 5 CREDITS

Transcription

1 COURSE OF STUDY UNIT PLANNING GUIDE FOR: SPORTS & ENTERTAINMENT MARKETING GRADE LEVEL: PREPARED BY: 1 FULL YEAR MICHAEL FORCE 5 CREDITS MICHAEL WEBER, ASST. PRINCIPAL BUSINESS SUPERVISOR JULY 2018 BORN DATE: AUGUST 20, 2015 ALIGNED TO THE NJSLS AND B.O.E. ADOPTED AUGUST 23, 2018 DUMONT HIGH SCHOOL DUMONT, NEW JERSEY 1

2 Sports and Entertainment Marketing Grades Full Year 5 credits This full year course provides students with the opportunity to learn and apply marketing principles in the fields of sports and entertainment. The course is designed to teach sports/entertainment management skills, such as contract negotiation, collective bargaining, the economics of sports and entertainment marketing, etc. Areas covered include: advertising, apparel, licensing, broadcast negotiations and programming, economics of the sports/entertainment industry, endorsements, event/stadium/arena management, facilities management, finance, global sport/entertainment marketing, labor relations, professional/intercollegiate/high school sports management, public relations, sponsorships, sports/entertainment law and sports/entertainment marketing. Grade Distribution Test 40% Quizzes 30% Classwork 20% Homework 10% Marking Period/Final Exams Full year Courses Weighting Semester Courses Weighting Quarter % of final grade Quarter 1 45% of final grade Quarter % of final grade Quarter 2 45% of final grade Quarter % of final grade Final Exam 10% of final grade Quarter % of final grade Final Exam 10% of final grade 2

3 Course Philosophy For SPORTS & ENTERTAINMENT MARKETING The rapid growth of both the sports and entertainment marketing industries has led to the need to effectively and efficiently market each industry. The industries of sports and entertainment are all around us, they include sports such as football, baseball, extreme sports, hockey, and the activities that are associated with planning, promoting, financing, and sponsorships. The entertainment industry consists includes film, television, radio, music, concerts, video games, and theme parks. This course will explore the role each industry plays in our society, on our economy, and in the job market through real world business perspectives. Unit Outline & Pacing Guide Unit 1 Introduction to Sports and Entertainment Marketing (September 1 October 31) Unit 2 The Business of Sports and Entertainment Marketing (November 1 December 31) Unit 3 Branding, Licensing, Sales and Promotion (January 1 February 28) Unit 4 Sponsorship, Endorsements, and Ticket Sales and Promotion (March 1 April 30) Unit 5 Spectators, Communications, and Careers (May 31 June 30) 3

4 UNIT 1 CHAPTERS/TOPIC COVERED : The History of SEM, What is SEM? UNIT LENGTH : September 1 October 31 UNIT TITLE: INTRODUCTION TO SEM Performance Indicators (Standards and Objectives) NJSLS: 9.3.MK.1, 4, 9; 9.3.MK COM. 1, 3, 5; 9.3.MK MGT. 1, 4, 7; A.2; B.4; B5; C.2; RST ; RST ; B.5.b; C.5.c; C.6.b; C.16.a; C.16.c; N Q.A.1; N Q.A.2; N Q.A.3; A CED.A.1; A CED.A.2; A CED.A.3; A CED.A.4 Career Ready Practices: CRP1; CRP2; CRP3; CRP4; CRP5; CRP6; CRP11; CRP12 1. Define the acronym SEM 2. Identify factors that contributed to the growth of the sports and entertainment industry 3. Understand the concept of fandom and its importance to the business of sports and entertainment 4. Discuss the impact specific individuals had on the evolution of the industry 5. Recognize specific milestones relevant to industry growth 6. Define media 7. Understand the importance of media (broadcast) rights 8. Define sports marketing and entertainment marketing 9. Explain the two primary types of sports and entertainment marketing 10. Compare and contrast sports marketing and entertainment marketing 11. Describe the seven functions of marketing 12. Understand what makes sports and entertainment products unique 13. Explain the concept of competition for entertainment dollars 14. Identify the five P s of event marketing 15. Explain the event triangle Essential Questions 1. What is Sports and Entertainment Marketing (SEM)? 2. What major factors contributing to the growth of the sports and entertainment industries? 3. How has media impacted the growth of the sports and entertainment industries? 4. Who are the pioneers of the sports and entertainment industries? 5. What are the important milestones in the history of SEM? 6. What is the current state of the sports and entertainment industries? 7. What is sports marketing? 8. What are the two types of sports and entertainment marketing? 9. How does sports marketing differ from sports management? 10. What is entertainment marketing? 11. Why are sports considered entertainment? 12. What are the key differences between sports and entertainment? 13. How are sports and entertainment integrated with one another? 14. What are the primary marketing functions? 15. What are the major differences between sports and entertainment products? 16. Why are sports and entertainment products unique? 17. What is the importance of delivering a quality product? 18. How has technology impacted sports and entertainment products? 19. Why is discretionary income important to sports and entertainment marketers? 4

5 20. What is meant by the term Elusive Fan? 21. How is the Elusive Fan defined? 22. What is event marketing? 23. What are the 5 P s of event marketing? 24. What is the event triangle? 25. What is event management? Activities (Approximate Time Frame) Strategies/ Methods/ Vocabulary 1. Lecture and Discussion 2. The Business of Sports and Entertainment Student Workbook Guided Notes 3. Introduction to SEM Trivia Game 4. History of SEM Assignment 5. Sports Industry Revenues Activity 6. Entertainment Industry Revenues Activity 7. Global Events Class Activity 8. Global Marketplace Activity 9. International Athlete Activity 10. ESPN Coverage Internet Activity 11. Media Coverage Internet Activity 12. Industry Pioneer Collaboration Activity 13. Industry Pioneers Assignment 14. Industry Milestones Research Activity 15. Examples of SEM Assignment 16. Understanding SEM Assignment 17. Marketing Of and Through SEM Assignment 18. Understanding Customer Loyalty Internet Assignments 1&2 19. Marketing Functions Assignment 20. Marketing Functions Research 21. Cross Promotion Activity 22. Marketing SEM Events and Sponsorship Activity 23. Disney Marketing Functions Identification Activity 24. Supply and Demand Assignment 25. Technology and SEM Products Assignment 26. SEM Product Identification Activity 27. Competition for Dollars Activity 28. Discretionary Income Assignment 29. Elusive Fans Assignment 30. Event Marketing Identification Activity 31. Event Marketing Activity 32. Event Matching Activity 33. Knowledge Matters Sports and Entertainment Simulator: Pre Test Strategies/Methods 1. Guided practice 2. Independent practice 5

6 3. Case studies 4. Question and answer 5. Visual aids 6. Online resources 7. Vocabulary reviews 8. Lecture 9. Handouts 10. Readings 11. Group/Team based authentic projects 12. Knowledge Matters Sports and Entertainment Marketing Simulator Vocabulary 1. Fandom 2. Media 3. Media (Broadcast) Rights 4. SEM 5. Superfan 6. Cross Promotion 7. Entertainment 8. Intangible Product Attributes 9. Products 10. Customer Loyalty 11. Entertainment Marketing 12. Marketing 13. Sports Marketing 14. Discretionary Income 15. Event Triangle 16. Perishability 17. Tangible Resources (Including Digital Tools) Differentiation/ Accommodations/ Modifications 1. Sports Career Consulting: The Business of Sports and Entertainment, Teacher s Edition Sports Career Consulting: The Business of Sports and Entertainment, Student s Edition Instructor PowerPoint Presentations 4. Knowledge Matters Sports and Entertainment Marketing Simulator 5. Print and Internet Resources 6. Trade Journals 7. News Articles 8. Sports and Entertainment Web Links Gifted and Talented: 1. Conduct research and provide presentation of cultural topics 2. Design surveys to generate and analyze data to be used in discussion 3. Debate topics of interest/cultural importance, anchoring activities 4. Use of higher level questioning techniques 6

7 5. Provide assessments at a higher level of thinking. English Language Learners: 1. Modified assignments 2. Extended time for assignment completion as needed 3. Highlight key vocabulary 4. Use graphic organizers Students with Disabilities/504: Modified for Classroom: 1. Pair visual prompts with verbal presentations 2. Ask students to restate information, directions, and assignments 3. Repetition and practice 4. Extended time to complete class work 5. Provide copy of class notes 6. Preferential seating to be mutually determined by the student and teacher 7. Student may request to use a computer to complete assignments 8. Provide oral reminders and check student work during independent work time 9. Assist student with long and short term planning of assignments 10. Encourage students to proofread assignments and tests 11. Provide regular parent/school communication 12. Teachers will check/sign student agenda daily 13. Student requires use of other assistive technology device Modifications for Homework and Assignments: 1. Extended time to complete assignments 2. Students require more complex assignments to be broken up and explained in smaller units, with work to be submitted in phases 3. Provide the student with clearly stated (written) expectation and grading criteria for assignments Modifications for Assessments: 1. Extended time on classroom tests and quizzes 2. Students may take/complete tests in an alternate setting as needed 3. Restate, reread, and clarify directions/questions 4. Distribute study guide for classroom tests 5. Establish procedures for accommodations/modifications for assessments Students at Risk of School Failure: Modified for Classroom: 1. Pair visual prompts with verbal presentations 2. Ask students to restate information, directions, and assignments 3. Repetition and practice 4. Extended time to complete class work 7

8 5. Provide copy of class notes 6. Preferential seating to be mutually determined by the student and teacher 7. Student may request to use a computer to complete assignments 8. Provide oral reminders and check student work during independent work time 9. Assist student with long and short term planning of assignments 10. Encourage students to proofread assignments and tests 11. Provide regular parent/school communication 12. Teachers will check/sign student agenda daily 13. Student requires use of other assistive technology device Modifications for Homework and Assignments: 1. Extended time to complete assignments 2. Students require more complex assignments to be broken up and explained in smaller units, with work to be submitted in phases 3. Provide the student with clearly stated (written) expectation and grading criteria for assignments Modifications for Assessments: 1. Extended time on classroom tests and quizzes 2. Students may take/complete tests in an alternate setting as needed 3. Restate, reread, and clarify directions/questions 4. Distribute study guide for classroom tests 5. Establish procedures for accommodations/modifications for assessments 8

9 UNIT 2 UNIT TITLE: THE BUSINESS OF SPORTS AND ENTERTAINMENT MARKETING CHAPTERS/TOPIC COVERED : Intro to SEM Business Principles, Marketing Applications, and the Marketing Plan UNIT LENGTH : November 1 December 31 Performance Indicators (Standards and Objectives) NJSLS: 9.3.MK.1, 2, 3, 4, 10; 9.3.MK COM. 2, 3, 4; 9.3.MK MGT. 1, 2, 3, 4, 5, 6, 7; A.2; D.1; D.2, E.2; B.3; RST ; RST ; N Q.A.1; N Q.A.2; N Q.A.3; A CED.A.1; A CED.A.2; A CED.A.3; A CED.A.4 Career Ready Practices: CRP1; CRP2; CRP4; CRP6; CRP7; CRP8; CRP11 1. Define and provide examples of sports and entertainment industry segments 2. Explain the concept of revenue streams and why they are important to an organization 3. Understand the general financial structure of a sports franchise 4. Recognize how entertainment companies generate revenue 5. Define ancillary products 6. Define and understand the importance of product placement 7. Describe industry trends 8. Provide an example of how an organization may track shifts in industry trends 9. Understand the concept of economic impact 10. Explain the marketing concept 11. Identify the components of the marketing mix 12. Define target market 13. Identify the five bases of segmentation 14. Illustrate the concept of positioning 15. Differentiate between customer and consumer 16. Explain the importance of market research 17. Identify specific forms of advertising and explain why businesses advertise 18. Understand the concept of digital marketing 19. Understand what the marketing plan is and why it is an important tool for sports and entertainment marketers 20. Identify the key components of the marketing plan 21. Successfully compose a mission statement 22. Explain the purpose of a situation or SWOT analysis 23. Identify the four elements of a situation analysis 24. Recognize the importance of understanding the financials within the marketing plan 25. Determine which information is important to address within the marketing plan Essential Questions 1. What are the major segments in the sports and entertainment business industry? 2. What is the basic financial model of sports franchise? 3. What are the revenue streams for sports franchises? 4. What are the revenue streams for entertainment businesses? 5. How is reverse product placement affecting the entertainment industry? 6. Why is it important for sports and entertainment marketers to track industry trends? 7. How does sports and entertainment impact the economy? 8. What is an economic impact study? 9

10 9. How does the economy impact sports and entertainment? 10. What is the marketing concept? 11. What is the marketing mix? 12. How is the marketing mix applied to a sports product? 13. What are target markets? 14. How does a niche market differ from a target market? 15. What is market segmentation? 16. What are the bases for segmenting a market? 17. What is product positioning? 18. What are positioning strategies and how are they selected? 19. What is the difference between the sports and entertainment customer and consumer? 20. What is market research? 21. What are the steps in the market research process? 22. What is advertising? 23. What are the types of advertising? 24. What are the roles of Advertising and Public Relations agencies? 25. What is digital marketing? 26. How does clutter impact marketers? 27. What types of technologies are associated with digital marketing strategies? 28. What is the marketing plan? 29. What are the components of an effective marketing plan? 30. What should be included in a mission statement? 31. What are the components of the SWOT analysis? 32. What are the key elements of financing incorporated into the marketing plan? 33. What information should companies also thoroughly detail and expand upon in each of the primary components of the marketing plan? Activities (Approximate Time Frame) 1. Lecture and Discussion 2. The Business of Sports and Entertainment Student Workbook Guided Notes 3. Industry Segments Assignment 4. Revenue Streams Assignment 5. Revenue Streams Research Assignment 6. Ancillary Products Assignment 7. Product Placement Assignment 8. Unique Media Content Activity 9. Economic Impact Assignments 1 & Marketing Concept Activity 11. Marketing Mix Identification Assignment 12. Target Market Activity 13. Demographics Activity 14. Marketing Mix Activity 15. Product Positioning Activity 16. Marketing Research Activities 1 & 2 10

11 17. Advertising Activities 1 & DIgital Marketing Activity 19. Social Media Marketing Activity 20. Viral Marketing Activity 21. Mobile Advertising Campaign Activity 22. Marketing Elements Identification Assignment 23. Effective Marketing Plans 24. Mission Statement Activity 25. Mission Statement Development Assignment 26. SWOT Analysis Assignment 27. Knowledge Matters Sports and Entertainment Simulator: Player Management Strategies/Methods/Voc abulary Strategies/Methods 1. Guided practice 2. Independent practice 3. Case studies 4. Question and answer 5. Visual aids 6. Online resources 7. Vocabulary reviews 8. Lecture 9. Handouts 10. Readings 11. Group/Team based authentic projects 12. Knowledge Matters Sports and Entertainment Marketing Simulator Vocabulary 1. Ancillary Products 2. Economic Impact 3. Industry Segment 4. Product Placement 5. Revenue Stream 6. Royalties 7. Advertising 8. Demographics 9. Market Segmentation 10. Marketing Concept 11. Niche Marketing 12. Social Media 13. Balance Sheet 14. Budget 15. Forecast 16. Income Statement 11

12 17. Market Share 18. Mission Statement 19. Situation (SWOT) Analysis Resources (Including Digital Tools) 1. Sports Career Consulting: The Business of Sports and Entertainment, Teacher s Edition Sports Career Consulting: The Business of Sports and Entertainment, Student s Edition Instructor PowerPoint Presentations 4. Knowledge Matters Sports and Entertainment Marketing Simulator 5. Print and Internet Resources 6. Trade Journals 7. News Articles 8. Sports and Entertainment Web Links Differentiation/ Accommodations/ Modifications Gifted and Talented: 1. Conduct research and provide presentation of cultural topics 2. Design surveys to generate and analyze data to be used in discussion 3. Debate topics of interest/cultural importance, anchoring activities 4. Use of higher level questioning techniques 5. Provide assessments at a higher level of thinking. English Language Learners: 1. Modified assignments 2. Extended time for assignment completion as needed 3. Highlight key vocabulary 4. Use graphic organizers Students with Disabilities/504: Modified for Classroom: 1. Pair visual prompts with verbal presentations 2. Ask students to restate information, directions, and assignments 3. Repetition and practice 4. Extended time to complete class work 5. Provide copy of class notes 6. Preferential seating to be mutually determined by the student and teacher 7. Student may request to use a computer to complete assignments 8. Provide oral reminders and check student work during independent work time 9. Assist student with long and short term planning of assignments 10. Encourage students to proofread assignments and tests 11. Provide regular parent/school communication 12. Teachers will check/sign student agenda daily 13. Student requires use of other assistive technology device 12

13 Modifications for Homework and Assignments: 1. Extended time to complete assignments 2. Students require more complex assignments to be broken up and explained in smaller units, with work to be submitted in phases 3. Provide the student with clearly stated (written) expectation and grading criteria for assignments Modifications for Assessments: 1. Extended time on classroom tests and quizzes 2. Students may take/complete tests in an alternate setting as needed 3. Restate, reread, and clarify directions/questions 4. Distribute study guide for classroom tests 5. Establish procedures for accommodations/modifications for assessments Students at Risk of School Failure: Modified for Classroom: 1. Pair visual prompts with verbal presentations 2. Ask students to restate information, directions, and assignments 3. Repetition and practice 4. Extended time to complete class work 5. Provide copy of class notes 6. Preferential seating to be mutually determined by the student and teacher 7. Student may request to use a computer to complete assignments 8. Provide oral reminders and check student work during independent work time 9. Assist student with long and short term planning of assignments 10. Encourage students to proofread assignments and tests 11. Provide regular parent/school communication 12. Teachers will check/sign student agenda daily 13. Student requires use of other assistive technology device Modifications for Homework and Assignments: 1. Extended time to complete assignments 2. Students require more complex assignments to be broken up and explained in smaller units, with work to be submitted in phases 3. Provide the student with clearly stated (written) expectation and grading criteria for assignments Modifications for Assessments: 1. Extended time on classroom tests and quizzes 2. Students may take/complete tests in an alternate setting as needed 3. Restate, reread, and clarify directions/questions 4. Distribute study guide for classroom tests 5. Establish procedures for accommodations/modifications for assessments 13

14 UNIT 3 UNIT TITLE: BRANDING, LICENSING, SALES, AND PROMOTION CHAPTERS/TOPIC COVERED : Branding and Licensing Overview, Sales and Promotion UNIT LENGTH : January 1 February 28 Performance Indicators (Standards and Objectives) NJSLS: 9.3.MK. 4, 6, 8, 9, 10; 9.3.MK COM. 1, 3, 4, 5; 9.3.MK MGT. 1, 2, 4, 6, 7; 9.3.MK MER. 1, 2, 3, 6, 7, 8; 9.3.MK SAL. 1, 2, 3; B.2; RST ; RST ; N Q.A.1; N Q.A.2; N Q.A.3; A CED.A.1; A CED.A.2; A CED.A.3; A CED.A.4 Career Ready Practices: CRP1; CRP2; CRP4; CRP5; CRP8; CRP9; CRP11 1. Define branding 2. Define brand equity and brand extension 3. Differentiate between corporate brand, product brand and store brand 4. Determine the characteristics of an effective brand name 5. Define licensing 6. Discuss the licensing process 7. Distinguish between licensor and licensee 8. Explain the advantages and disadvantages to a licensee 9. Identify the four key considerations of on site merchandising 10. Define and give examples of sales 11. Identify three personal selling categories 12. Identify four sales methods 13. Name at least five steps in the sales process 14. Detail why customer service is important 15. Recognize some common characteristics of successful sales professionals 16. Define promotion 17. Identify the elements of the promotion mix 18. Describe and offer an example of five forms of promotion Essential Questions 1. What is branding? 2. What are the mechanisms used in branding? 3. What are the characteristics of a successful brand? 4. How do companies build a brand? 5. What opportunities does event branding offer? 6. What are the (3) forms of branding? 7. How do sports and entertainment businesses utilize branding? 8. Why is it important to have a strong brand? 9. What are rebranding and co branding? 10. What is licensing? 11. What is the difference between the licensor and licensee? 12. What are the 3 P s of licensing? 13. Who manufactures licensed goods and merchandise for sports franchises? 14. How does counterfeiting affect licensed products? 15. Why do organizations engage in the licensing process? 16. What are the advantages and disadvantage for licensee? 14

15 17. What are the advantages and disadvantage for licensor? 18. How does licensing work? 19. What is in house merchandising? 20. What is on site merchandising? 21. What is online merchandising? 22. What is sales? 23. Why is sales important? 24. What is personal selling? 25. What are the sales methods? 26. What are the steps in the sales process? 27. What are the different types of personal selling strategies? 28. What are the different sales skills and techniques? 29. What is customer service? 30. Who are the customers? 31. What are the benefits of customer service and why is it important? 32. How do you turn service into sales? 33. How can customer service be improved? 34. What makes a good salesperson? 35. What is promotion? 36. What are the elements of the promotional mix? 37. What are the different forms of sales promotion? Activities (Approximate Time Frame) 1. Brand Extension Activity 2. Brand ID Activity 3. Branding Activity 4. Mascot Activity 5. Slogans Activity 6. Brands and Slogans Game 7. Collectibles & Memorabilia Activity 8. Licensing Activity 9. Licensing Process Activity 10. Merchandising Activity 11. Online Merchandising Activity 12. Name That Team Challenge 13. Sales Role Play Activity 14. Sales Strategies Activity 15. Sales Game Plan Activities 1 & Promotional Mix Activity 17. Sales Promotion Activity 18. Knowledge Matters Sports and Entertainment Simulator: Promotion with Traditional Media 19. Knowledge Matters Sports and Entertainment Simulator: Promotion with Social Media 20. Knowledge Matters Sports and Entertainment Simulator: Picking and Promoting a Band 15

16 Strategies/Methods/Voc abulary Strategies/Methods 1. Guided practice 2. Independent practice 3. Case studies 4. Question and answer 5. Visual aids 6. Online resources 7. Vocabulary reviews 8. Lecture 9. Handouts 10. Readings 11. Group/Team based authentic projects 12. Knowledge Matters Sports and Entertainment Marketing Simulator Vocabulary 1. Brand Extension 2. Branding 3. Corporate Brand 4. Licensee 5. Licensing 6. Licensor 7. Product Brand 8. Slogans 9. Store Brand 10. Trademark 11. Customer Service 12. Feature Benefit Selling 13. Objection 14. Personal Selling 15. Promotion 16. Promotion Mix 17. Proposal 18. Sales 19. Up Selling Resources (Including Digital Tools) 1. Sports Career Consulting: The Business of Sports and Entertainment, Teacher s Edition Sports Career Consulting: The Business of Sports and Entertainment, Student s Edition Instructor PowerPoint Presentations 4. Knowledge Matters Sports and Entertainment Marketing Simulator 5. Print and Internet Resources 6. Trade Journals 7. News Articles 8. Sports and Entertainment Web Links 16

17 Differentiation/ Accommodations/ Modifications Gifted and Talented: 1. Conduct research and provide presentation of cultural topics 2. Design surveys to generate and analyze data to be used in discussion 3. Debate topics of interest/cultural importance, anchoring activities 4. Use of higher level questioning techniques 5. Provide assessments at a higher level of thinking. English Language Learners: 1. Modified assignments 2. Extended time for assignment completion as needed 3. Highlight key vocabulary 4. Use graphic organizers Students with Disabilities/504: Modified for Classroom: 1. Pair visual prompts with verbal presentations 2. Ask students to restate information, directions, and assignments 3. Repetition and practice 4. Extended time to complete class work 5. Provide copy of class notes 6. Preferential seating to be mutually determined by the student and teacher 7. Student may request to use a computer to complete assignments 8. Provide oral reminders and check student work during independent work time 9. Assist student with long and short term planning of assignments 10. Encourage students to proofread assignments and tests 11. Provide regular parent/school communication 12. Teachers will check/sign student agenda daily 13. Student requires use of other assistive technology device Modifications for Homework and Assignments: 1. Extended time to complete assignments 2. Students require more complex assignments to be broken up and explained in smaller units, with work to be submitted in phases 3. Provide the student with clearly stated (written) expectation and grading criteria for assignments Modifications for Assessments: 1. Extended time on classroom tests and quizzes 2. Students may take/complete tests in an alternate setting as needed 3. Restate, reread, and clarify directions/questions 4. Distribute study guide for classroom tests 5. Establish procedures for accommodations/modifications for assessments 17

18 Students at Risk of School Failure: Modified for Classroom: 1. Pair visual prompts with verbal presentations 2. Ask students to restate information, directions, and assignments 3. Repetition and practice 4. Extended time to complete class work 5. Provide copy of class notes 6. Preferential seating to be mutually determined by the student and teacher 7. Student may request to use a computer to complete assignments 8. Provide oral reminders and check student work during independent work time 9. Assist student with long and short term planning of assignments 10. Encourage students to proofread assignments and tests 11. Provide regular parent/school communication 12. Teachers will check/sign student agenda daily 13. Student requires use of other assistive technology device Modifications for Homework and Assignments: 1. Extended time to complete assignments 2. Students require more complex assignments to be broken up and explained in smaller units, with work to be submitted in phases 3. Provide the student with clearly stated (written) expectation and grading criteria for assignments Modifications for Assessments: 1. Extended time on classroom tests and quizzes 2. Students may take/complete tests in an alternate setting as needed 3. Restate, reread, and clarify directions/questions 4. Distribute study guide for classroom tests 5. Establish procedures for accommodations/modifications for assessments 18

19 UNIT 4 UNIT TITLE: SPONSORSHIP, ENDORSEMENTS, AND TICKET SALES, AND PROMOTION CHAPTERS/TOPIC COVERED : Sponsorship and Endorsements, Ticket Sales and Promotion UNIT LENGTH : March 1 April 30 Performance Indicators (Standards and Objectives) NJSLS: 9.3.MK.1, 4, 6, 7, 9, 10; 9.3.MK COM. 1; 9.3.MK MGT.1, 2, 3, 4, 7; 9.3.MK SAL. 1, 2, 3; C.1; E.1; RST ; RST ; N Q.A.1; N Q.A.2; N Q.A.3; A CED.A.1; A CED.A.2; A CED.A.3; A CED.A.4 Career Ready Practices: CRP1; CRP2; CRP4; CRP5; CRP6; CRP8; CRP11 1. Define and offer examples of sponsorship 2. List three ways a company might implement sponsorship programs 3. Identify three factors that have impacted the growth of sponsorship 4. Define and offer an example of cause marketing 5. Understand why a company would engage in sponsorship 6. Explain what criteria must be met for a sponsorship to be effective 7. Illustrate the concept of ambush marketing 8. Describe sponsorship inventory 9. Understand the importance of ticket sales to the sports and entertainment industry 10. Identify factors that influence a fan s decision to purchase tickets 11. List at least five ticket sales strategies 12. Define ticket package 13. Explain the concept of frequency escalator 14. Describe how ticketing technology has provided innovative alternatives for customers Essential Questions 1. What is sponsorship? 2. What is included in sponsorship packages? 3. What makes sponsorship an effective promotional opportunity? 4. What are the (5) common ways businesses implement sponsorship programs? 5. What factors have influenced the growth of sponsorship? 6. What is cause marketing? 7. What makes sponsorship a unique medium? 8. Why do companies engage in sponsorship programs? 9. Why do companies use sponsorship as a vehicle to accomplish? 10. How do companies decide what to sponsor? 11. What is the criteria consistent with effective sponsorship? 12. What risks are associated with sponsorships? 13. What is ambush marketing? 14. When does ambush marketing occur? 15. What are the different types of ambush marketing tactics? 16. What is the impact of ambush marketing? 17. What is inventory? 18. How are sponsorship opportunities priced? 19. What is an endorsement? 19

20 20. What types of celebrities appeal to marketers? 21. How do endorsements affect branding and sales? 22. What factors influence ticket sales and attendance? 23. What are season ticket sales? 24. What are ticket packages and mini plans? 25. What are season ticket equivalents? 26. What are group tickets? 27. What are theme night packages? 28. What are advanced individual game and single game ticket sales? 29. What are premium seat ticket packages? 30. What are walk up ticket and promotional sales? 31. What are the goals of sports and entertainment promotion as it relates to ticket sales? 32. What is the frequency escalator? 33. How are tickets distributed? 34. How do databases and analytics affect sports marketing? 35. How is ticket pricing, payment, and sales incorporated into ticket sales? Activities (Approximate Time Frame) 1. Official Sponsorship Activity 2. Sponsorship Activity 3. Sponsor Trivia Game 4. Cause Marketing Activity 5. High School Sponsorship Inventory Sheet Assignment 6. High School Sponsorship Rate Card Assignment 7. Endorsement Activities 1 & 2 8. Stadium Naming Rights Activity 9. Sneaker Sponsorship Identification Activity for 30 Sole Man Movie 11. Ambush Marketing Activity (Official Sponsor vs. Non Sponsor {Ambusher} Activity 12. Buy This! Celebrity Endorsement Game 13. Sponsor Identification Activity 14. Ticket SELL OUT Activity 15. Ticket Sales Promotion Activity 16. Ticket Packages Activity 17. Ticket Sales Activity 18. Knowledge Matters Sports and Entertainment Simulator: Promotion 19. Knowledge Matters Sports and Entertainment Simulator: Ticket Pricing Strategies/Methods/Voc abulary Strategies/Methods 1. Guided practice 2. Independent practice 3. Case studies 4. Question and answer 20

21 5. Visual aids 6. Online resources 7. Vocabulary reviews 8. Lecture 9. Handouts 10. Readings 11. Group/Team based authentic projects 12. Knowledge Matters Sports and Entertainment Marketing Simulator Vocabulary 1. Ambush Marketing 2. Cause Related Marketing 3. Endorsement 4. Gross Impression 5. Sponsor 6. Frequency Escalator 7. Group Tickets 8. Season Tickets 9. Season Ticket Equivalents 10. Ticket Package Resources (Including Digital Tools) 1. Sports Career Consulting: The Business of Sports and Entertainment, Teacher s Edition Sports Career Consulting: The Business of Sports and Entertainment, Student s Edition Instructor PowerPoint Presentations 4. Knowledge Matters Sports and Entertainment Marketing Simulator 5. Print and Internet Resources 6. Trade Journals 7. News Articles 8. Sports and Entertainment Web Links Differentiation/ Accommodations/ Modifications Gifted and Talented: 1. Conduct research and provide presentation of cultural topics 2. Design surveys to generate and analyze data to be used in discussion 3. Debate topics of interest/cultural importance, anchoring activities 4. Use of higher level questioning techniques 5. Provide assessments at a higher level of thinking. English Language Learners: 1. Modified assignments 2. Extended time for assignment completion as needed 3. Highlight key vocabulary 4. Use graphic organizers 21

22 Students with Disabilities/504: Modified for Classroom: 1. Pair visual prompts with verbal presentations 2. Ask students to restate information, directions, and assignments 3. Repetition and practice 4. Extended time to complete class work 5. Provide copy of class notes 6. Preferential seating to be mutually determined by the student and teacher 7. Student may request to use a computer to complete assignments 8. Provide oral reminders and check student work during independent work time 9. Assist student with long and short term planning of assignments 10. Encourage students to proofread assignments and tests 11. Provide regular parent/school communication 12. Teachers will check/sign student agenda daily 13. Student requires use of other assistive technology device Modifications for Homework and Assignments: 1. Extended time to complete assignments 2. Students require more complex assignments to be broken up and explained in smaller units, with work to be submitted in phases 3. Provide the student with clearly stated (written) expectation and grading criteria for assignments Modifications for Assessments: 1. Extended time on classroom tests and quizzes 2. Students may take/complete tests in an alternate setting as needed 3. Restate, reread, and clarify directions/questions 4. Distribute study guide for classroom tests 5. Establish procedures for accommodations/modifications for assessments Students at Risk of School Failure: Modified for Classroom: 1. Pair visual prompts with verbal presentations 2. Ask students to restate information, directions, and assignments 3. Repetition and practice 4. Extended time to complete class work 5. Provide copy of class notes 6. Preferential seating to be mutually determined by the student and teacher 7. Student may request to use a computer to complete assignments 8. Provide oral reminders and check student work during independent work time 9. Assist student with long and short term planning of assignments 10. Encourage students to proofread assignments and tests 11. Provide regular parent/school communication 22

23 12. Teachers will check/sign student agenda daily 13. Student requires use of other assistive technology device Modifications for Homework and Assignments: 1. Extended time to complete assignments 2. Students require more complex assignments to be broken up and explained in smaller units, with work to be submitted in phases 3. Provide the student with clearly stated (written) expectation and grading criteria for assignments Modifications for Assessments: 1. Extended time on classroom tests and quizzes 2. Students may take/complete tests in an alternate setting as needed 3. Restate, reread, and clarify directions/questions 4. Distribute study guide for classroom tests 5. Establish procedures for accommodations/modifications for assessments 23

24 UNIT 5 UNIT TITLE: SPECTORS, COMMUNICATIONS, AND CAREERS CHAPTERS/TOPIC COVERED : The Spectator (Fan) Experience, SEM Communications, and SEM Careers UNIT LENGTH : May 31 June 30 Performance Indicators (Standards and Objectives) NJSLS: 9.3.MK. 4, 5, 8, 9, 10; 9.3.MK COM. 1, 2, 3, 4, 5; 9.3.MK MGT. 1, 2, 4, 6, 7; D.5; RST ; RST ; N Q.A.1; N Q.A.2; N Q.A.3; A CED.A.1; A CED.A.2; A CED.A.3; A CED.A.4 Career Ready Practices: CRP1; CRP2; CRP4; CRP5; CRP7; CRP8; CRP9; CRP10; CRP11 1. Describe the concept of the fan/spectator experience 2. Define the term game operations 3. Identify five elements of game entertainment 4. Explain what is meant by game attractiveness and how it influences attendance 5. Explain why game operations are important to a sports organization 6. Describe the relationship between game operations and other functions of the organization 7. Explain why sports and entertainment communications are important 8. Define publicity 9. Differentiate between publicity, public relations, media relations and community relations 10. Identify the three approaches to media relations 11. Describe the three ways community relations programs are implemented 12. Name the six functions of sports and entertainment communications 13. Explain how publicity impacts other areas of sports and entertainment business 14. Create a press release with all its essential elements 15. Recognize the types of information typically included in press kits 16. Understand some of the social issues that impact the business of sports and entertainment 17. Identify the four primary career segments available in the sports industry 18. Identify career opportunities specific to entertainment 19. Discuss the future of the SEM job market 20. Discuss the preparation required for a career in SEM 21. Explain why a cover letter and resume are important Essential Questions 1. What is the spectator/fan experience? 2. When does the spectator/fan experience begin? 3. How do organizations manage, control, and enhance the fan experience? 4. What are game operations? 5. Why are game operations important? 6. What is the role of game operations in Sports Marketing? 7. What does sports and entertainment information provide? 8. What are the sources of sports and entertainment information? 9. What is the role of sports and entertainment communication in sports and entertainment marketing? 10. What is the importance of publicity in the age of the Internet? 11. What is publicity? 12. What are public relations? 24

25 13. What are media relations? 14. What are community relations? 15. What are the (6) primary functions of sports and entertainment communications? 16. What is the importance of integrating public relations? 17. What other areas of the sports and entertainment business model does publicity affect? 18. What do sports and entertainment marketers need to consider when developing a publicity plan? 19. What are the common components of a publicity plan? 20. What are publicity stunts? 21. What are press releases? 22. What are the three categories press releases defining when information is disseminated? 23. What information might an organization distribute via press release? 24. What are press kits? 25. What are considered social issues in sports and entertainment marketing? 26. What are examples of hot button issues in sports and entertainment? 27. What is the size and scope of the careers in the sports industry? 28. What are the four primary career segments available in the sports industry? 29. What are the additional sports related career fields? 30. What are the potential career paths within the segments of the entertainment industry? 31. What are the entertainment job functions? 32. How can you prepare for a career in sports and entertainment marketing? 33. How are cover letters and resumes used to attain a job? 34. What is the future forecast of the sports and entertainment job market? 35. What resources are available to find a job in the sports and entertainment industries? Activities (Approximate Time Frame) 1. Personal Fan Experience Activity 2. Factors Affecting Fan Experience Activity 3. Game Entertainment Activity 4. Traditions Activity 5. Game Entertainment Promotion Activity 6. Great Mascot Challenge 7. Concession Menu Assignment 8. In Game or Event Promotion Idea Assignment 9. Understanding Media Activity 10. Publicity Plan Assignment 11. Press Release Activity 12. Social Issues Activity 13. Athlete or Entertainment Foundation Identification Activity 14. Charity or Cause Campaign Assignment 15. Green Initiative Research Assignment 16. ESPN Shorts Branded Activity 17. SEM Careers Internet Activity 18. SEM Career Activity 19. Cover Letter & Resume Assignment 25

26 20. Job Search Assignment 21. Knowledge Matters Sports and Entertainment Simulator: Stadium Staffing 22. Knowledge Matters Sports and Entertainment Simulator: Parking 23. Knowledge Matters Sports and Entertainment Simulator: Concessions 24. Knowledge Matters Sports and Entertainment Simulator: Ingress Egress 25. Knowledge Matters Sports and Entertainment Simulator: Sports and Entertainment Mogul Strategies/Methods/Voc abulary Strategies/Methods 1. Guided practice 2. Independent practice 3. Case studies 4. Question and answer 5. Visual aids 6. Online resources 7. Vocabulary reviews 8. Lecture 9. Handouts 10. Readings 11. Group/Team based authentic projects 12. Knowledge Matters Sports and Entertainment Marketing Simulator Vocabulary 1. Game Attractions 2. Game Operations 3. Community Relations 4. Ethics 5. Foundation 6. Goodwill 7. Media Relations 8. Press Release 9. Public Relations 10. Publicity 11. Publicity Stunt Resources (Including Digital Tools) 1. Sports Career Consulting: The Business of Sports and Entertainment, Teacher s Edition Sports Career Consulting: The Business of Sports and Entertainment, Student s Edition Instructor PowerPoint Presentations 4. Knowledge Matters Sports and Entertainment Marketing Simulator 5. Print and Internet Resources 6. Trade Journals 7. News Articles 8. Sports and Entertainment Web Links 26

27 Differentiation/ Accommodations/ Modifications Gifted and Talented: 1. Conduct research and provide presentation of cultural topics 2. Design surveys to generate and analyze data to be used in discussion 3. Debate topics of interest/cultural importance, anchoring activities 4. Use of higher level questioning techniques 5. Provide assessments at a higher level of thinking. English Language Learners: 1. Modified assignments 2. Extended time for assignment completion as needed 3. Highlight key vocabulary 4. Use graphic organizers Students with Disabilities/504: Modified for Classroom: 1. Pair visual prompts with verbal presentations 2. Ask students to restate information, directions, and assignments 3. Repetition and practice 4. Extended time to complete class work 5. Provide copy of class notes 6. Preferential seating to be mutually determined by the student and teacher 7. Student may request to use a computer to complete assignments 8. Provide oral reminders and check student work during independent work time 9. Assist student with long and short term planning of assignments 10. Encourage students to proofread assignments and tests 11. Provide regular parent/school communication 12. Teachers will check/sign student agenda daily 13. Student requires use of other assistive technology device Modifications for Homework and Assignments: 1. Extended time to complete assignments 2. Students require more complex assignments to be broken up and explained in smaller units, with work to be submitted in phases 3. Provide the student with clearly stated (written) expectation and grading criteria for assignments Modifications for Assessments: 1. Extended time on classroom tests and quizzes 2. Students may take/complete tests in an alternate setting as needed 3. Restate, reread, and clarify directions/questions 4. Distribute study guide for classroom tests 5. Establish procedures for accommodations/modifications for assessments 27

28 Students at Risk of School Failure: Modified for Classroom: 1. Pair visual prompts with verbal presentations 2. Ask students to restate information, directions, and assignments 3. Repetition and practice 4. Extended time to complete class work 5. Provide copy of class notes 6. Preferential seating to be mutually determined by the student and teacher 7. Student may request to use a computer to complete assignments 8. Provide oral reminders and check student work during independent work time 9. Assist student with long and short term planning of assignments 10. Encourage students to proofread assignments and tests 11. Provide regular parent/school communication 12. Teachers will check/sign student agenda daily 13. Student requires use of other assistive technology device Modifications for Homework and Assignments: 1. Extended time to complete assignments 2. Students require more complex assignments to be broken up and explained in smaller units, with work to be submitted in phases 3. Provide the student with clearly stated (written) expectation and grading criteria for assignments Modifications for Assessments: 1. Extended time on classroom tests and quizzes 2. Students may take/complete tests in an alternate setting as needed 3. Restate, reread, and clarify directions/questions 4. Distribute study guide for classroom tests 5. Establish procedures for accommodations/modifications for assessments 28