Score a Career in Sports and Events

Transcription

1 LAPProfessional Development LAP 6 Teaching Guide Leadership, Attitude, Performance...making learning pay! Performance Indicator: PD:051 Score a Career in Sports and Events Beyond the big leagues More than promotions Getting started Score a Career in Sports and Events 1

2 AlwaysNEW Learn more about real-world sport and event marketing careers your students may want to pursue. Enjoy an in-depth look at Olympic marketing and how LeBron James chose his agent. As examples and business practices change, we ll help keep your LAP (and all of your new LAPs) up-to-date. Our AlwaysNEW online service is inexpensive and includes a continuing flow of updated material for this LAP, along with many additional added-value components. For an annual fixed fee, get unlimited access to features such as these for all new LAPs: Possibilities: Career and College Here and Now Academic Applications Contemporary Case Problem BeyondUS (international implications) Technology Applications More Examples Resources (including page number references) At Work (work-based activity) Handouts (PDF files) Narrative, Objective A Narrative, Objective B Notes! (note-taking worksheet) Key Points (one page) Total Recall (worksheet) So What? Gray Zone Wrap Up At Work Quick Quiz Contemporary Case Studies ACKNOWLEDGEMENTS LAP development requires the leadership and active participation of many individuals instructors, writers, editors, and others. Special credit is due the following individuals for their contributions to this LAP: Original Developer: Sarah Bartlett Borich, MarkED Final Editing: Beth Osteen Field Test Coordination: Theresa Vozenilek Production Manager: Mary Carlisi Production Assistance: Pauline Jacobs Graphics: Lelia Ventling Produced and distributed by the Marketing Education Resource Center, a nonprofit research and development center, 1375 King Ave., P.O. Box 12279, Columbus, Ohio Ph: (614) , by Marketing Education Resource Center, Columbus, Ohio. Sample logos and trademarks used in this learning activity package are for instructional purposes only. Many are registered trademarks. Use in this instructional material does not imply endorsement. CCopyIT! Details: For complete details on our AlwaysNEW online service, including sample pages, please visit the AlwaysNEW section of our web site: Score a Career in Sports and Events 2

3 TABLE OF CONTENTS 4 So What? Rationale for studying careers in sport/event marketing 4 17 Discussion Guide An outline of the content in the student booklet of LAP: PD-006 Score a Career in Sports and Events. In addition, discussion questions have been included throughout the content to build classroom discussion/interaction Presentation Slides Optional visual support for the LAP can be obtained in graphics presentation software. The slides to be shown are numbered within the monitor icon (e.g., ) Make It Pay! Ways students can use their understanding of sport/event marketing careers NOW! 17 The Gray Zone An ethical dilemma associated with decisions sport/event marketers must make Transparencies Nine simple transparency masters are provided to support the Discussion Guide and are numbered throughout the outline. 27 Directions for Activities Directions are provided for four activities that reinforce the lesson. Two of the activities are designed for completion by an individual student, while the other two provide preparation and process information for group completion Individual Activity 1: Sport/Event Marketing Match-up exercise with answer guide 30 Individual Activity 2: Guided college/career Internet search 27 Group Activity 1: Case study about marketing for local events 27 Group Activity 2: Case study about a Day in the Life of a sport/event marketer Total Recall Key Answers to the Total Recall questions found in the student booklet on pages 5 and Practice Test Presents a short-answer test covering the main aspects of the LAP; can be used as a guide for note taking, as a formative test, as a summative test, etc Practice Test Key Answers to the short-answer questions found in the Practice Test Posttest Twenty multiple-choice questions are provided to assess student understanding of sport/event marketing Posttest Key Descriptive answers to the multiple-choice questions found in the Posttest 42 Posttest Grader A listing of correct responses to the multiple-choice questions 43 Glossary Definitions of words defined in the LAP and other words with which students may not be familiar Questionnaires Student and teacher questionnaires that can be sent to MarkED to improve LAP Score a Career in Sports and Events 3

4 Performance Indicator: Explain career opportunities in sport/event marketing. (PD:051) OBJECTIVES A B Explain career opportunities in sport marketing. Explain career opportunities in event marketing. DISCUSSION GUIDE Slide/Transparency Number Message A Why learn about career opportunities in sport/event marketing? A. If you love watching or playing sports, going to concerts or fairs, planning meetings for school clubs, or organizing class fund-raisers, you might be interested in pursuing a career in sport or event marketing. DISCUSSION. Ask students what they think sport/event marketing involves. B. Careers in sport and event marketing: 1. Fast-paced 2. Fun 3. Rewarding C. Sport and event marketing described as: 1. Very broad fields 2. A great number of jobs within them D. Since marketing itself is so complex and integrated, people with all kinds of different talents and interests can excel in a sport or event marketing career. E. No matter where your talents lie, if you would like to work in sport or event marketing, there will be a place for you. 1. Examples: a. Advertising for the Super Bowl b. Running the box office at a Broadway theater c. Communications d. Sales e. Management Score a Career in Sports and Events 4

5 DISCUSSION GUIDE (cont d) Slide/Transparency Number Message A 2 The depth of sport marketing careers DISCUSSION. Ask students at what types of places they picture sport marketers working A. Sport marketing careers are everywhere that sports are. 1. Youth and community sports 2. College athletics 3. Minor leagues and teams 4. Professional leagues and teams 5. Hallmark sport events: a. Wimbledon b. The Olympics 6. Venues, stadiums, and arenas: a. Madison Square Garden b. The Georgia Dome DISCUSSION. Ask students to identify other sport venues with their own marketing needs Fitness clubs and recreation centers 8. Individual athletes: a. LeBron James b. Derek Jeter EXTRA INFORMATION. Areas of individual athlete marketing include public speaking, autograph signings, book publishing, sport camps, fan clubs, and foundations. DISCUSSION. Ask students if they have ever gone to hear an athlete speak or read an athlete s book. Who was it? Did they enjoy it? Score a Career in Sports and Events 5

6 DISCUSSION GUIDE (cont d) Slide/Transparency Number Message A (cont d) 9. Sport media entities: a. ESPN b. Sports Illustrated 10. Sport products EXTRA INFORMATION & DISCUSSION. Sport memorabilia is an important segment of the sport product market. Ask students what memorabilia they own, how much they were willing to pay for it, and why it is special to them. 11. Non-sport products marketed through the use of sport EXTRA INFORMATION & DISCUSSION. In sports, there are a myriad of auxiliary events within one event. Ask students to name some of these. For example, one professional game also entails tailgate parties, pregame shows, halftime shows, postgame shows, etc The breadth of sport marketing careers DISCUSSION. Ask students what type of work they picture sport marketers doing. A. All the general activities of marketing are activities of sport marketing as well. 1. Advertising 2. Sales 3. Ticket management 4. Market research and development 5. Promotions 6. Merchandising 7. Public relations 8. Media relations 9. Community relations Score a Career in Sports and Events 6

7 DISCUSSION GUIDE (cont d) Slide/Transparency Number Message A 3 (cont d) 10. Further examples: a. Media buying b. Administrative support c. Financing 14 Job responsibilities in sport marketing A. Director of Marketing 1. In charge of all marketing efforts 2. Oversees each of the marketing subdepartments 3. Creates a marketing budget for the organization 4. Allocates money to all the directors working beneath him/her DISCUSSION. Ask students which sport marketing activities they think would need the most money in their budgets and why. 15 B. Advertising 1. Design and create copy and illustrations 2. Examples: a. Designing a billboard advertisement to be seen all over the city b. Creating ads to attract potential new members of a local health club DISCUSSION. Ask students to recall times they have seen sport advertisements. Which ones do they remember most? Which ones did they like best? 16 C. Sales DISCUSSION. Ask students what they think of when they hear sport marketing and sales together. Score a Career in Sports and Events 7

8 DISCUSSION GUIDE (cont d) Slide/Transparency Number Message A 17 3 (cont d) 1. Advertising sales a. Selling ad space in a team s game-night programs b. Selling verbal ads to be broadcast over the public-address system at games c. Selling ad space on the jumbo scoreboard d. Selling ad space on the various signs throughout a sport venue 2. Ticket sales a. Corporate sales 1) Selling private boxes to businesses to use for their company nights or to entertain clients b. Group sales 1) Similar to corporate sales except that boxes or seats are sold to social groups or organizations rather than to businesses DISCUSSION. Ask students if they have ever attended a game or sport event as part of a social group or organization. What was the group? Where did they go? Was the experience any different from attending a game alone or with a few friends? c. Season ticket sales 1) Selling season or full membership tickets to individuals or companies D. Ticket management 1. Responsible for the entire ticket-office staff 2. Allocates tickets to their proper outlets 3. Keeps detailed ticket sales records 4. In charge of press credentials and guest passes E. Market research and development 1. Identifies new markets 2. Develops plans to enter new markets 3. Oversees and manages the web site EXTRA INFORMATION. Keys to successful Internet marketing: a registered URL, customizable content, extensive and updated content, purchasing capabilities, userfriendliness, games, quickly-downloading pages, incentives, and cutting-edge technology. Score a Career in Sports and Events 8

9 DISCUSSION GUIDE (cont d) Slide/Transparency Number Message A 20 3 (cont d) F. Promotions 1. Sales promotion 2. Advertising promotion 3. In-game promotions a. Mascot race EXTRA EXAMPLES: Lucky seat giveaway, Kiss Cam, celebrity guests 4. Walk-in promotions a. Hat giveaway EXTRA EXAMPLES: T-shirt giveaway, coupon giveaway, poster giveaway EXTRA INFORMATION & DISCUSSION. Today the emphasis in sport events is moving more and more toward the entertainment of fans outside the scope of the actual game itself. Ask students to recall in-game or walk-in promotions at sport events they have attended. Which ones did they like the best? Which ones didn t they like? 21 G. Merchandising 1. Licensing activities 2. Pro shops 3. Souvenir and sport equipment sales 22 H. Public relations 1. Media relations a. Responsible for getting all the correct information to the press b. Write press releases c. Develop media guides d. Organize news conferences e. Manage press box Score a Career in Sports and Events 9

10 DISCUSSION GUIDE (cont d) Slide/Transparency Number Message A 23 3 (cont d) 2. Community relations a. Responsible for developing relationships with the local community b. Plan sport camps c. Plan youth clinics d. Plan community nights at games and events e. Schedule public appearances for athletes and coaches f. Open and respond to fan mail EXTRA INFORMATION. In college athletic departments, public relations directors are called sports information directors. B Similarities and differences between sport and event marketing A. Similarities: 1. Depth and breadth of fields 2. Room for employees with a variety of skills and interests B. Differences: 1. While event marketing includes sports as a major portion of its event, its scope extends much further. 2. Event marketers may have even more opportunities for jobs than sport marketers because events aren t limited to just sports. 3. Event marketing focuses more on businesses and corporate sponsorships than sport marketing does. a. Companies trying to increase sales b. Companies trying to create positive public relations c. Companies trying to enter new markets d. Companies trying to give back to the community EXTRA INFORMATION. In 2002, marketers spent $132.3 billion on events. Score a Career in Sports and Events 10

11 DISCUSSION GUIDE (cont d) Slide/Transparency Number Message B 5 27 The depth of event marketing careers A. Events DISCUSSION. Ask students what they think of when they hear the word event. 1. Big 2. Small 3. Medium-sized 4. Everywhere in between 5. Limited only by the imagination B. Examples: 1. Conventions 2. Car shows 3. Movie premieres 4. Concerts 5. Fashion shows 6. Charity auctions 7. Art festival 8. Employee appreciation day or party 9. Unveiling of a new Caribbean resort C. Anywhere companies or organizations are trying to increase awareness DISCUSSION. Ask students to identify examples of recent events. D. Because there are so many events, there are a great number of jobs in event marketing. Score a Career in Sports and Events 11

12 DISCUSSION GUIDE (cont d) Slide/Transparency Number Message B 28 6 The breadth of event marketing careers A. Event firms in charge of: 1. Planning 2. Management 3. Financial consulting 4. Marketing B. Same job functions as in sport marketing C. Three other major event marketing positions: 1. Sponsorship management 2. Hospitality 3. Volunteer/Vendor coordination EXTRA INFORMATION. The five P s of event marketing: 1. Participation having consumers attend the event and interact with the company, either visually or verbally 2. Product/Brand experience distributing samples or having the consumer physically try on/try out the product on-site at the event 3. Promotion generating media exposure and increasing corporate awareness 4. Probing conducting research before, during, and after the event to make sure the target audience is being effectively reached 5. Prospecting approaching event marketing as a long-term commitment or investment Job responsibilities in event marketing A. Advertising 1. Designing postcards the event organizers will mail out to potential participants 2. Placing ads in the newspaper and on local television for a jazz festival B. Ticket sales and management 1. Selling tickets 2. Taking group ticket orders 3. Making sure that everyone receives tickets in the mail on time Score a Career in Sports and Events 12

13 DISCUSSION GUIDE (cont d) Slide/Transparency Number Message B 6 (cont d) 4. Allocating tickets and passes to guests and media EXTRA INFORMATION. When an event requires registration, marketers can use the Web to help make the process more efficient. Internet sites such as ActiveUSA, SignMeUpSports, Acteva, and Do It Sports, are all registration web sites for sport events. Potential participants can get all the information and sign up online, saving time and money for the event marketers C. Market research 1. Researching current trends among target audience 2. Making suggestions to companies as to what events to align with D. Promotions 1. Passing out literature for a charity group at a fair 2. Conducting product demonstrations E. Public relations 1. Writing news releases for a book tour 2. Scheduling actors interviews and public appearances for a movie press tour F. Sponsorship management 1. Securing corporate sponsors for events 2. Securing events for corporate sponsors by: a. Helping them find events to sponsor that reach their target audience b. Helping them find events to sponsor that are a good fit with their marketing goals G. Hospitality 1. Coordinating travel schedules a. Flights b. Airport shuttles 2. Reserving hotel rooms 3. Arranging meals 4. Arranging entertainment 5. Welcoming guests as they arrive 6. Passing out important papers and schedules 7. Directing foot traffic Score a Career in Sports and Events 13

14 DISCUSSION GUIDE (cont d) Slide/Transparency Number Message B 6 (cont d) DISCUSSION. Ask students to pretend they are in charge of hospitality for an event in your town. What hotel would they use? Which restaurants? How would they entertain the special guests? 36 H. Volunteer and vendor coordination 1. Volunteer coordination a. Delegating responsibilities b. Assigning workers where they are needed EXTRA INFORMATION. The Susan G. Komen Breast Cancer Foundation attracts over 75,000 volunteers in areas such as the Race for the Cure events, survivor programs, and fund-raising and awareness programs Vendor coordination a. Organizing food stands b. Organizing game tents c. Organizing rides Traits, training, and experience for sport/event marketing 7 A. Personality traits and work-style qualities of successful sport/event marketers: 1. Competitiveness 2. Positive attitude 3. Ability to solve problems 4. Accuracy with details 5. Leadership 6. Creativity 7. Ability to negotiate 8. Flexibility 9. Ability to manage time effectively 10. Ability to work under pressure 11. Ability to multitask Score a Career in Sports and Events 14

15 DISCUSSION GUIDE (cont d) Slide/Transparency Number Message B 7 (cont d) DISCUSSION. Ask students if they would add any personality traits or work-style qualities to the list B. Firm educational background 1. Degree in: a. Sport or event management/marketing b. Marketing c. Business d. Communications e. Liberal arts C. Experience 1. Internship experience is crucial. a. Necessary hands-on experience b. Networking 2. The industry is highly competitive, so the sooner you get started, the better. DISCUSSION. Ask students to explain their opinions on why sport/event marketing is such an attractive and competitive career path. a. Volunteer at games or events. b. Sell ads in your school s athletic programs. c. Ask the athletic director if you can assist in writing news releases. EXTRA INFORMATION & DISCUSSION. Certain sport events take place in different cities every year and create temporary or volunteer positions that can provide experience for those pursuing sport/event marketing careers. Ask students to discuss any golf or tennis tournaments, All-Star games, or championships that have been in or near your town and if they would be interested in volunteering at any of them. Score a Career in Sports and Events 15

16 DISCUSSION GUIDE (cont d) Slide/Transparency Number Message B 8 41 A. Conduct Internet job search Another Internet job board B. Determine job basics. 1. Company, team, or organization 2. Job location 3. Job department 4. Job title 5. Job description 6. Job requirements C. Decide if you would like this job. 1. List pros and cons. 2. Determine how to get there from here. EXTRA INFORMATION. Because sport/event marketing jobs are so coveted, starting salaries are often low. Score a Career in Sports and Events 16

17 DISCUSSION GUIDE (cont d) Slide/Transparency Number Message B A. Sports are becoming more and more commercialized. B. The role of sport marketer continues to gain importance in the business world. C. Corporate sponsorship is a significant promotional activity in sport and event marketing. 1. Flexible 2. Broad in scope 3. Offers an enormous amount of brand exposure 4. A lot of money for both the teams/events and the corporate sponsors D. Some of the biggest corporate sponsors today are alcohol and tobacco companies. 1. Examples: a. Anheuser-Busch b. Winston 2. Reasons for sponsoring sports: a. Opportunity to counteract negative publicity about their brands b. Opportunity to associate their products with something healthy E. Some people argue that these companies corporate sponsorships are nothing but a way to get around laws restricting their advertising to children. 1. Do you think it s ethical for sport/event marketers to sell corporate sponsorships to alcohol and tobacco companies when they know that children will be exposed to the advertisements? 2. With so much money at stake, how do you think sport/event marketers should handle this issue? Score a Career in Sports and Events 17

18 TRANSPARENCY 1 Why Learn About Careers in Sport/Event Marketing? 1. Fast-paced, fun, and can be very rewarding 2. Great number of career paths 3. Accessible to people with different talents and interests Score a Career in Sports and Events 18

19 TRANSPARENCY 2 Where Are Sport Marketing Careers? Everywhere that sports are! Communities, colleges, minor and pro leagues Events, venues, fitness clubs Individual athletes Sport media Sport products and non-sport products marketed through sport Score a Career in Sports and Events 19

20 TRANSPARENCY 3 What Sport Marketers Do All the general activities of marketing are activities in sport marketing, too. Advertising Sales Ticket management Market research and development Promotions Game Time This week s extra points SIGN UP TODAY! Merchandising Public relations Media relations Community relations Score a Career in Sports and Events 20

21 TRANSPARENCY 4 Similarities and Differences Between Sport and Event Marketing Similarities Depth and breadth of fields Room for employees with a variety of skills and interests Differences Event marketing has even broader scope. Event marketers may have even more job opportunities. Event marketing focuses on business/corporate sponsorships. Score a Career in Sports and Events 21

22 TRANSPARENCY 5 What Are Events? Events are: Big Small Medium-sized Limited only by the imagination Examples: Conventions and conferences Car shows Movie premieres Concerts Charity fund-raisers Score a Career in Sports and Events 22

23 TRANSPARENCY 6 What Do Event Marketers Do? 1. Everything that sport marketers do! 2. Also Sponsorship management Hospitality Volunteer/Vendor coordination Score a Career in Sports and Events 23

24 TRANSPARENCY 7 Traits, Training, and Experience 1. Important personality traits and work-style qualities for sport/event marketers: Competitiveness Positive attitude Ability to solve problems Accuracy with details Leadership Creativity Ability to negotiate Flexibility Ability to manage time effectively Ability to work under pressure Ability to multitask 2. Important background: College degree Internship experience! Score a Career in Sports and Events 24

25 TRANSPARENCY 8 More About Sport/Event Marketing Jobs 1. Conduct an Internet job search. Other Internet job boards featuring sport/event marketing jobs 2. Determine job basics. Company, team, or organization Job location Job department Job title Job description Job requirements 3. Decide if you would like this job. List pros and cons. Determine how to get there from here. Score a Career in Sports and Events 25

26 TRANSPARENCY 9 Questionable Sponsors 1. Corporate sponsorship Significant activity in sport/event marketing Makes a lot of money for both sides 2. Alcohol and tobacco companies are big sponsors. Anheuser-Busch Winston 3. They sponsor because it gives them opportunities to Counteract negative publicity Associate their product with something considered healthy 4. Some say they are trying to advertise their products to children. 5. What do you think? Score a Career in Sports and Events 26

27 DIRECTIONS TO THE INSTRUCTOR Individual Activities These activities are designed to reinforce individual student understanding of sport/event marketing careers. Read the two exercises, and select the one that better meets the individual s needs. 1. Duplicate the handout Sport/Event Marketing Match-Up on page 28. The answer guide is on page Duplicate the handout Preparation for Sport/Event Marketing Careers on page 30. The student will need to access information on the Internet. Group Activities These activities are designed to provide group reinforcement of the concepts related to sport/event marketing careers. Read the two activities, and select the one better suited to the group s needs. 1. Preparation: Divide the class into groups of three or four. Process: Explain that each team has minutes to conduct an Internet search on an event of its choice that will be happening in or near your town in the near future. Each team should choose a different event. The teams should then identify the specific marketing activities involved in the event. What types of advertising are the event marketers utilizing? What ticket outlets are they using? How are the marketers promoting the event? Where can the media or public go for further information? What corporations are sponsoring the event? Have the teams determine what, if any, volunteer opportunities exist for high schoolers at the events and briefly share their information with the rest of the class. 2. Preparation: Divide the class into groups of three or four. Assign each team a sport or event marketing job identified in the LAP, such as Director of Marketing; Director of Advertising; Director of Ticket Sales; Ticket Manager; Director of Market Research and Development; Director of Promotions; Director of Merchandising; Director of Public, Media, or Community Relations; Sponsorship Manager; Director of Hospitality; or Volunteer/Vendor Coordinator. Process: Each team should research the position they have been assigned through an Internet or library search, contact, Instant Messenger, personal interview, or any method you approve. Their goal is to learn about a typical day in the life of a sport/event marketer working in that particular position. Have each team synthesize its research into a one-page paper and present it to the class. Score a Career in Sports and Events 27

28 SPORT/EVENT MARKETING MATCH-UP For each job responsibility listed below, determine whether the duty is a marketing activity for: Advertising Sales Ticket management Market research and development Promotions Merchandising Media relations Community relations Sponsorship management Hospitality Volunteer/Vendor coordination Indicate your answer in the space provided. 1. Overseeing the team or organization s web site 2. Suggesting a company align itself with a certain concert series 3. Handing out flyers for an autograph-signing session 4. Organizing food and beverage stands at the state fair 5. Planning an athlete s special appearance at a local retail store 6. Creating copy for a radio spot 7. Arranging travel schedules for important guests 8. Writing copy for media guides 9. Keeping season ticket sales records 10. Leasing luxury boxes to corporate clients 11. Managing the pro shop at a golf course 12. Conducting product demonstrations at a convention 13. Writing press releases for a book tour 14. Securing corporate sponsors for a charity walk/run 15. Identifying new markets for sporting goods Score a Career in Sports and Events 28

29 SPORT/EVENT MARKETING MATCH-UP ANSWER GUIDE 1. Overseeing the team or organization s web site market research & development 2. Suggesting a company align itself with a certain concert series sponsorship management 3. Handing out flyers for an autograph-signing session promotions 4. Organizing food and beverage stands at the state fair vendor coordination 5. Planning an athlete s special appearance at a local retail store community relations 6. Creating copy for a radio spot advertising 7. Arranging travel schedules for important guests hospitality 8. Writing copy for media guides media relations 9. Keeping season ticket sales records ticket management 10. Leasing luxury boxes to corporate clients sales 11. Managing the pro shop at a golf course merchandising 12. Conducting product demonstrations at a convention promotions 13. Writing press releases for a book tour media relations 14. Securing corporate sponsors for a charity walk/run sponsorship management 15. Identifying new markets for sporting goods market research & development Score a Career in Sports and Events 29

30 PREPARATION FOR SPORT/EVENT MARKETING CAREERS Directions: You need to have a firm background to pursue a career in sport or event marketing. Many colleges and universities offer degree programs in sport/event management or marketing; however, a variety of different courses of study could be appropriate, including marketing, business, communications, or liberal arts. Experience is a must as well. Internships are absolutely crucial to success in the sport/event marketing field. Take approximately 30 minutes to investigate what your college choices might be if you decided to pursue a sport or event marketing career. Conduct an Internet search at or and take into consideration your personal preferences such as: Location Size Cost Reputation of the institution After you have narrowed the field, determine how many of your preferred schools offer degrees you could build a sport/ event marketing career on. What are some of the specific courses offered in their programs? Which appeal the most to you? Besides academics, what organizations or activities do the schools offer that would help you gain experience in the field? Do any of the schools offer internship placements for their students? Conduct another Internet search on sport/event marketing internships at or What kinds of internships are available that you d be interested in? What job duties do they involve? Record your findings on a separate sheet of paper. Score a Career in Sports and Events 30

31 TOTAL RECALL KEY Objective A (Page 5 of student LAP) 1. The field of sport marketing has great depth. Sport marketing careers are everywhere that sports are. Answers may include the following or variations of the following: youth or community sports; college athletic departments; minor leagues and teams; professional leagues and teams; hallmark sport events and tournaments (e.g., Wimbledon, the Olympics); sport venues, stadiums, and arenas; fitness clubs and recreation centers; athlete representation agencies; sport media entities (e.g., ESPN, Sports Illustrated); sporting good manufacturers; non-sport companies marketing through the use of sport. 2. The field of sport marketing is very broad and includes all the general marketing activities found in any business. Answers may include the following or variations of the following: advertising; sales (advertising sales, corporate sales, group sales, season ticket sales); ticket management; market research and development; promotions; merchandising; public relations; media relations; community relations. 3. The Director of Marketing is in charge of all marketing efforts and supervises the directors of all the marketing activities. S/He also creates the organization s marketing budget and allocates funds to the other directors. 4. Sales is a major component in the sport marketing mix. Answers may include: advertising sales, corporate sales, group sales, and season ticket sales. 5. Sport marketers working in market research and development provide primary and secondary market data; develop and maintain the marketing information system; identify new markets; create preliminary penetration plans for new markets; provide service support to sales and public relations staff in terms of market research and intelligence; oversee development and management of a web site, since the Web serves and supports many interests. 6. Merchandising is a huge part of the sport marketing field. Sport marketers working in merchandising are responsible for: marketing the team logo and name and for any licensing activities (including fraud investigation); controlling and establishing production of souvenirs and programs; marketing endorsement contracts bearing the team name or logo; controlling the concessions and souvenirs stands and pro shops. Score a Career in Sports and Events 31

32 TOTAL RECALL KEY (cont d) Objective B (Page 8 of student LAP) 1. While event marketing includes sports as a major portion of its events, its scope extends much further. Event marketers may have even more opportunities for jobs than sport marketers because events aren t limited to sports. Also, event marketing focuses more on businesses and corporate sponsorship than sport marketing does. 2. Events are big, small, medium-sized, everywhere in between, and limited only by the imagination. Answers may include but are not limited to: restaurant openings, charity fund-raisers, product releases, book tours, fairs and festivals, conventions and conferences, car shows, movie premieres, concerts, fashion shows, and meetings and parties. 3. Event marketers working in advertising are responsible for the design, layout, and media selection of all advertising materials. They are also responsible for all creative copy and illustrations in all print media. Answers may include designing postcards or flyers or placing ads in the newspaper or on television. 4. Public relations play an enormous role in event marketing. Answers may include: building relationships with the media and the general public, disseminating information, writing news releases, scheduling public appearances, organizing press conferences, and responding to mail. 5. As a sponsorship manager, event coordinators might hire you to secure corporate sponsors for them. On the other hand, you might offer your consulting services to corporations by helping them find events to sponsor that reach their target audience and are a good fit with their marketing goals. 6. For major events, hospitality is key. Answers may include: coordinating travel schedules, reserving hotel rooms, arranging meals and entertainment, welcoming arriving guests, and passing out important papers and schedules. 7. Answers may include: competitiveness, positive attitude, ability to solve problems, accuracy with details, leadership, creativity, ability to negotiate, flexibility, ability to manage time effectively, ability to work under pressure, and ability to multitask. Score a Career in Sports and Events 32

33 PRACTICE TEST Directions: Answer each of the following questions. Use a separate sheet of paper to record your responses. OBJECTIVE A 1. List five different places, besides professional leagues and teams, where sport marketers work. (5 points; 1 point each) 2. Give an example of a sport marketer marketing a non-sport product through the use of sport. (4 points) 3. What are the responsibilities of the Director of Marketing in a sport organization? (6 points) 4. What are the responsibilities of a sport marketer working in advertising? (6 points) 5. Name the four different types of sales positions in a sport organization. (4 points; 1 point each) 6. What are the responsibilities of the Ticket Manager in a sport organization? (6 points) 7. Name one job duty of a sport marketer working in market research and development. (4 points) 8. What is the difference between in-game promotions and walk-in promotions? (4 points) 9. What are the responsibilities of a sport marketer working in merchandising? (6 points) 10. What are the two divisions that fall under public relations in a sport organization? (4 points; 2 points each) OBJECTIVE B 11. How is event marketing similar to sport marketing? 12. How is event marketing different from sport marketing? 13. List five different types of events where event marketers work. (5 points; 1 point each) 14. Name two job duties of an event marketer working in public relations. (4 points; 2 points each) 15. What does a sponsorship manager do? 16. What are the responsibilities of an event marketer working in hospitality? (6 points) 17. Name one job duty of a volunteer coordinator and one job duty of a vendor coordinator. (6 points; 3 points each) 18. List four traits of successful sport/event marketers. (4 points; 1 point each) 19. What is the most crucial step in preparing yourself for a career in sport or event marketing? 20. Name two ways a high school student can prepare him/herself for a sport/event marketing career. (6 points; 3 points each) Suggested Criterion Level: 80 points Score a Career in Sports and Events 33

34 PRACTICE TEST KEY OBJECTIVE A 1. Sport marketers work in a variety of different places other than professional teams and leagues. The depth of the sport marketing field ranges from youth and community sports to college athletics to minor leagues/teams to hallmark sport events such as Wimbledon or the Olympic Games. Sport marketers also work for sport venues (e.g., stadiums, arenas), fitness and recreation clubs, individual athletes, and sport media entities such as ESPN or Sports Illustrated. Positions involved in the marketing of sport products or the marketing of non-sport products through the use of sport are also sport marketing positions. (5 points; 1 point each) 2. Examples will vary, but may include purchasing signage at sport venues or advertising through commercials of televised sport events. (4 points) 3. The Director of Marketing is in charge of all marketing efforts and oversees all aspects of marketing. S/He creates a marketing budget for the organization and allocates money to the other directors. (6 points) 4. In sport marketing, advertisers design and create copy and illustrations used in a variety of ways. They also sometimes choose which form of media the team or organization will use for the advertising (e.g., television, Internet, print, radio). (6 points) 5. A sport organization has sales employees focusing on the following areas: advertising sales, corporate sales, group sales, and season ticket sales. (4 points; 1 point each) 6. The Ticket Manager is responsible for the entire ticket-office staff and for allocating all tickets to their proper outlets. S/He is also responsible for keeping detailed ticket sales records and organizing press credentials and guest passes. (6 points) 7. Sport marketers working in market research and development identify new markets and develop plans to enter those new markets. With a team or league, they often are in charge of overseeing and managing the web site. (4 points) 8. In-game promotions occur during the course of the game, usually at breaks during play. Examples include mascot races, fan contests, and the scoreboard Kiss Cam. Walk-in promotions occur as fans are entering the sport venue, and these are usually giveaways of some kind. Examples include Hat Day, T-shirt Day, or Team Poster Day. (4 points) 9. Sport marketers working in merchandising are responsible for licensing activities and for managing souvenir and sport equipment sales. (6 points) 10. Media relations and community relations are the two divisions that fall under the umbrella of public relations in a sport organization. (4 points; 2 points each) Score a Career in Sports and Events 34

35 PRACTICE TEST KEY (cont d) OBJECTIVE B 11. Like sport marketing, the field of event marketing is very deep and broad. Also, there is room in both fields for employees with a wide variety of talents and interests. 12. While event marketing includes sports as a major portion of its events, its scope extends much further. Event marketers may have even more opportunities for jobs than sport marketers because events aren t limited to just sports. Also, event marketing focuses more on businesses and corporate sponsorship than sport marketing does. 13. Examples will vary, but may include: restaurant openings, charity fund-raisers, product releases, book tours, conferences and conventions, car shows, movie or play premieres, concerts, fashion shows, auctions, fairs and festivals, employee appreciation days or parties, and grand openings. (5 points; 1 point each) 14. Answers will vary, but may include such duties as writing news releases, scheduling public appearances, or organizing press conferences. (4 points; 2 points each) 15. A sponsorship manager may work for a specific event or its coordinators, securing corporations to sponsor the event. Or, a sponsorship manager may consult with corporations to help them find events to sponsor that reach their target audience and match their overall marketing goals. 16. Event marketers working in hospitality coordinate travel schedules for media and special guests, reserve hotel rooms, and arrange for meals and entertainment. They also welcome arriving guests; pass out important papers, maps, and schedules; and direct foot traffic. (6 points) 17. Volunteer coordinators delegate responsibilities and assign workers where they are needed. Vendor coordinators organize food and beverage stands, games, rides, etc. (6 points; 3 points each) 18. Answers will vary, but may include: competitiveness, positive attitude, ability to solve problems, accuracy with details, leadership, creativity, ability to negotiate, flexibility, ability to manage time effectively, ability to work under pressure, ability to multitask. (4 points; 1 point each) 19. Internship experience is absolutely vital to getting your foot in the door of the sport/event marketing industry. 20. Answers will vary but may include examples of volunteer experience at schools or at local events. (6 points; 3 points each) Suggested Criterion Level: 80 points Score a Career in Sports and Events 35

36 POSTTEST Directions: Identify the correct answer to each of the following questions. Use a separate sheet of paper to record your responses. OBJECTIVE A 1. A person who sells non-sport products through the use of sport is considered a(n) a. advertising marketer. c. sport marketer. b. sport salesperson. d. non-sport marketer. 2. Which of the following positions is not a sport marketing position: a. Advertising Director c. Promotions Coordinator b. Ticket Manager d. Chief Financial Officer 3. Which of the following positions creates the marketing budget for a sport organization: a. Chief Executive Officer c. Director of Marketing b. Director of Development d. Director of Sales 4. Which of the following marketing activities involves creating copy and illustrations for a sport organization: a. Advertising c. Media relations b. Merchandising d. Sales 5. Which of the following marketing activities involves selling the verbal messages broadcast over the public-address system at games: a. Group sales c. Ticket sales b. Advertising sales d. Corporate sales 6. Which of the following marketing activities involves keeping detailed ticket sales records: a. Ticket sales c. Merchandising b. Market research and development d. Ticket management 7. Which of the following marketing activities usually involves managing the web site for a sport organization: a. Media relations c. Promotions b. Advertising d. Market research and development 8. Which of the following marketing activities involves responsibility for a sport organization s licensing activities: a. Merchandising c. Community relations b. Public relations d. Sales Score a Career in Sports and Events 36

37 POSTTEST (cont d) 9. Which of the following marketing activities involves writing press releases and organizing news conferences for a sport organization: a. Promotions c. Media relations b. Advertising d. Community relations 10. Which of the following marketing activities involves planning sport camps and answering fan mail for a sport organization: a. Community relations c. Market research and development b. Media relations d. Promotions OBJECTIVE B 11. How does event marketing differ from sport marketing? a. It offers fewer career opportunities. c. It is smaller in scope. b. It focuses more on corporate sponsorship. d. It excludes sport events. 12. According to the definition of event marketing in this module, which of the following is not an event: a. A fund-raiser c. A restaurant opening b. A committee meeting d. A wedding 13. Most event firms specialize in a. sponsorship sales. c. marketing. b. management. d. public relations. 14. You are marketing the premiere of a new Lexus model, which will be revealed at a car show in Detroit. You re in charge of advertising. Which of the following would be your responsibility: a. Researching the target audience c. Buying commercial time on television b. Conducting test drives d. Taking ticket orders 15. You re in charge of sales promotion for a famous author s latest book-signing tour. Which of the following would be your responsibility: a. Passing out flyers outside the bookstore c. Selling tickets for the author s lectures b. Writing news releases d. Placing ads in the paper 16. You re responsible for public relations for a country music festival coming to your town. Which of the following would be one of your job duties: a. Making travel arrangements for the performers c. Contacting potential sponsors b. Organizing a news conference d. Sending out mail-order tickets Score a Career in Sports and Events 37

38 POSTTEST (cont d) 17. A person responsible for matching up corporations with events that reach their target market has a career in a. sales promotion. c. hospitality. b. sponsorship management. d. advertising sales. 18. You re in charge of hospitality for a play opening on Broadway. Which of the following would be your responsibility: a. Designing posters c. Identifying a target audience b. Allocating press passes d. Reserving hotel rooms for special guests 19. Assigning workers to their proper posts at a charity run/walk is the responsibility of a a. volunteer coordinator. c. sales promotion coordinator. b. vendor coordinator. d. public relations director. 20. Which of the following is the most crucial step in starting a sport or event marketing career: a. Networking c. Personality b. Internship d. Education Suggested Criterion Level: 80 points Score a Career in Sports and Events 38

39 POSTTEST KEY OBJECTIVE A 1. c Sport marketer. A person who sells non-sport products through the use of sport is considered a sport marketer. Anyone who is involved in any marketing function that is used for or in conjunction with sport is a sport marketer. Advertising and sales are activities that might be performed by a sport marketer. Non-sport marketer is the opposite of the correct answer. 2. d Chief Financial Officer. Advertising Director is a sport marketing position responsible for design, layout, and media selection of advertising materials. Ticket Manager is a sport marketing position responsible for the efforts of the ticket-office sales staff. Promotions Coordinator is a sport marketing position responsible for generating, planning, and implementing sales and advertising promotions. The position of Chief Financial Officer falls into a separate business division from marketing. 3. c Director of Marketing. The Director of Marketing creates the marketing budget for a sport organization. The Chief Executive Officer supervises the Director of Marketing but does not create the budget for him/her. The Director of Sales works underneath the Director of Marketing and coordinates all selling functions for the organization. The Director of Development is usually a position in operations, such as Director of Player Development. 4. a Advertising. The advertising activity involves creating copy and illustrations for a sport organization. The merchandising activity involves marketing the team logo and name. The media relations activity involves disseminating information to the press. The sales activity involves responsibility for advertising and ticket sales. All the alternatives are activities of marketing, but they do not involve creating copy or illustrations. 5. b Advertising sales. The advertising sales activity involves selling the verbal messages broadcast over the public-address system at games. Group sales, ticket sales, and corporate sales are all sales activities within the marketing division, but they are responsible for the sales of tickets and luxury boxes rather than for the sale of advertisements. 6. d Ticket management. The ticket management activity involves keeping detailed ticket sales records. While the ticket sales staff works closely with ticket management, they aren t in charge of record keeping. The market research and development activity involves developing and maintaining the marketing information system for a sport organization. The merchandising activity involves controlling and establishing production of souvenirs and programs with the team name or logo. Both are marketing activities, but they aren t responsible for tickets in any way. 7. d Market research and development. Market research and development usually manages the web site for a sport organization. Media relations distributes press releases and creates media guides. Advertising creates copy and illustrations. Promotions generates sales and advertising promotions. All three are marketing activities, but since the web site relates to many different marketing areas, this duty usually falls to research and development. Score a Career in Sports and Events 39

40 POSTTEST KEY (cont d) 8. a Merchandising. The merchandising activity involves responsibility for a sport organization s licensing activities. Public relations and community relations are activities that involve working with the media and the public. The sales department handles all advertising and ticket sales. All are marketing activities, and while sales somewhat relates to merchandising, the sales staff is not responsible for licensing. 9. c Media relations. The media relations activity involves writing press releases and organizing news conferences for a sport organization. The promotions activity involves planning all advertising and sales promotions. Advertising designs and selects all advertising materials, while the community relations activity develops and coordinates all community activities. All are marketing activities, but media relations is the activity that deals directly with the press. 10. a Community relations. The community relations activity involves planning sport camps and answering fan mail for a sport organization. Media relations deals directly with the press rather than the general public. Market research and development is responsible for providing market research and intelligence to the other marketing departments. The promotions activity involves planning and implementing all sales and advertising promotions. All are marketing activities, but these specific responsibilities belong to the community relations activity. OBJECTIVE B 11. b It focuses more on corporate sponsorship. Event marketing offers even more career opportunities than sport marketing. Event marketing is broader in scope than sport marketing. Event marketing includes sport events. Therefore, the other alternatives are all false statements about event marketing. 12. d A wedding. According to the definition of event marketing in this module, a wedding is not an event. A wedding is a private function that does not use marketing. Fund-raisers, committee meetings, and restaurant openings are all events that use marketing. 13. b Management. Most event firms specialize in management and plan events from top to bottom. While sponsorship sales, marketing, and public relations are activities usually covered under event management, very few firms would specialize in one of those activities alone. 14. c Buying commercial time on television. This would be your responsibility in advertising. Researching the target audience is a market research and development activity. Conducting test drives is a promotions activity. Taking ticket orders is a ticket management activity. 15. a Passing out flyers outside the bookstore. This would be your activity as a sales promoter. Writing news releases is a media relations activity. Selling tickets for the author s lectures is a sales activity. Placing ads in the paper is an advertising activity. 16. b Organizing a news conference. This would be one of your job duties in public relations. Making travel arrangements for the performers is a hospitality activity. Contacting potential sponsors is a sponsorship management activity. Sending out mail-order tickets is a ticket management activity. Score a Career in Sports and Events 40