Course Title

Intro to Sports and Entertainment Marketing

Course Description

An introductory course that presents the marketing concepts and functions applicable to the sports and entertainment industry. Instruction will include an orientation to the sports and entertainment industry, trends in the industry, fundamental economic concepts, and human relations. Students will explore career opportunities and develop a plan of study leading to a career in the sports and entertainment industry. Students will develop leadership traits and identify their leadership potential through participation in the DECA student organization.

Contact

Ida Fryhover
Program Specialist
405-743-5473
ifryh@okcareertech.org

OCAS Codes	OHLAP Credit	Course Length	Prerequisites
8316	No	60 Hours	Recommended: Business, Marketing, and IT (Core)

Knowledge and Skills

Marketing and Sports & Entertainment

• Define marketing.
• Explain the marketing concept.
• Define demographics
• Describe the elements of the marketing mix.
• Explain economics and free enterprise.
• Identify intellectual property rights.
• Compare the different types of business ownership.
• Evaluate the economic impact of sports and entertainment.
• Review the history of sports and entertainment.
• Compare the impact of sports and entertainment history on today €™s market.

• Explain how sports and entertainment marketers use tools to sell their products.
• Explain risks and risk management of sports and entertainment events.

• Identify differences between marketing sports and entertainment products.

Sports Marketing

• Define sports marketing.
• Categorize the different elements of the sports industry.
• Differentiate between amateur sports and professional sports.
• Explore the significance of international sports.
• Explain the significance of women €™s sports.
• Define the sports consumer.
• Explain market segmentation.
• Identify sports products.
• Compare the differences between sports goods and services.
• Differentiate between the product line and product mix.
• Evaluate the economic impact of sports marketing.

Sports Marketing Mix

• Differentiate between a product item and product line.
• Classify products as consumer goods or business goods.
• Explain the seven steps in developing a new product.
• Identify the stages in a product €™s life cycle.
• Define price and the role it plays in determining profit.
• Describe the factors that affect pricing decisions.
• Identify pricing strategies.
• Define market research.
• Explain how businesses use market research.
• Identify the steps used in the research process.
• Explain how businesses make the place decision as part of the marketing mix.
• Compare direct and indirect channels of distribution.
• Explain the concepts of branding and brand equity.
• Discuss types of brands.
• Describe how to develop an effective brand name.
• Research product licensing and how licensed goods are merchandised.
• Evaluate the importance of sport sponsorships and endorsements.
• Describe the process companies use to choose sports endorsers for their products.
• Define event marketing.
• Explain promotion and the promotional mix in sports marketing.
• Identify the roles of advertising and sales promotion in sports marketing.
• Describe the use of technology in promotion.
• Identify the roles of public relations and personal selling in sports marketing.
• Demonstrate the types and steps of selling.
• Explain the purpose and function of a marketing plan.

• Identify each element found in a marketing plan.

Entertainment Marketing

• Define entertainment marketing.
• Identify different types of entertainment media.
• Evaluate the economics of entertainment marketing.
• Explore the global impact of entertainment marketing.
• Compare the types of businesses in the entertainment industry.
• Identify forms of entertainment marketed to customers.
• Identify types of entertainment products.
• Define evergreen products.
• Describe location-based entertainment (LBE).
• Explain the significance of impulse spending.
• Explain why marketing is involved in entertainment product development.
• Compare the difference between primary and secondary markets.
• Explain the importance of programming.

Entertainment Marketing Mix

• Describe entertainment brand identity, brand marks, and trademarks.
• Identify brand strategies used by entertainment companies.
• Define gross profit and net profit.
• Identify different pricing goals.
• Identify factors that determine CD and concert ticket prices.
• Explain how market research is used to identify target markets.
• Evaluate the use of demographics in entertainment marketing.
• Compare the usefulness of primary and secondary data.
• Explain the difference between qualitative and quantitative research.
• Identify methods of conduction entertainment market research.
• Identify criteria for selecting outlets and venues.
• Define the term image.
• Describe the role of merchandising in entertainment marketing.
• Research the role of government controls endorsements in the United States.
• Describe the role of sponsorship in entertainment marketing.
• Evaluate the importance of entertainment product licensing.
• Identify aspects of royalties.
• Identify elements of the promotional mix in entertainment marketing.
• Identify the role of advertising in entertainment promotion.
• Evaluate the importance of public relations in entertainment marketing.
• Explain personal selling and promotions in entertainment marketing.
• Compare media and non-media advertisements.
• Describe how other promotional methods are used in entertainment marketing.
• Explain the importance of reaching diverse markets.
• Describe the purpose of an entertainment-marketing plan.
• Identify elements of a business plan.
• Identify elements of a promotional plan.

Career Planning

• Describe educational preparation for a career in marketing.
• Research career areas in entertainment marketing.
• Explore the diversity to career and employment opportunities in sports marketing.
• Research different career and employment opportunities in sports marketing.
• Develop a plan of study.

Leadership Development

• Participate in student organization to develop leadership skills.
• Develop positive teamwork skills.
• Explore benefits of community service.
  

Accountability Measures, Assessments, or Evaluation Procedures

Required(1)Brainbench Certification:

• Marketing Concepts
• Business Ethics Awareness
• Business Concepts
• Telephone Concepts
• Interpersonal Communications
• Listening Skills
• Sales Concepts

http://www.okcareertech.org/mkted/courseinfo/brainbench.htm


Recommended ODCTE Certification:
Skills Standards
http://www.okcareertech.org/testing/Skills%20Standards/Marketing_Career_Cluster.htm

• Salesmanship

http://www.okcareertech.org/certify

Industry Alignments

Curriculum Resources

Sports and Entertainment Marketing 2E, 2005, K. Kaser and D. B. Oelkers, Thomson/South-Western
http://www.sports.swlearning.com
Marketing Essentials, 2006, Glencoe/McGraw-Hill, Woodland Hills, CA
http://www.marketingessentials.glencoe.com
Marketing LAPS (Learning Activity Packets), Mark-Ed, Columbus, OH
http://www.mark-ed.org
DECA
http://www.deca.org
Virtual Business-Sports, Knowledgematters, Inc.
http://www.knowledgematters.com
OKCIS (Oklahoma Career Information System)
http://www.okcis.intocareers.org

This Course Found In These Career Majors