Sports and Event Marketing

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					                             Sports and Event Marketing

Instructor: Rachel Kahly                           Planning Period:   2nd
            Austin Haywood                                            5th

Course Description
      This course is designed for students interested in sports,
entertainment, and event marketing. Emphasis is placed on the following
principles as they apply to the industry: branding, licensing, and naming
rights; business foundations; concessions and on-site merchandising; economic
foundations; promotion; safety and security; and human relations. Skills in
communications, human relations, psychology, and mathematics are reinforced
in this course. Work-based learning strategies appropriate for this course
include cooperative education, paid/unpaid internships, or school-based
enterprises. Marketing simulations, projects, teamwork, DECA leadership
activities, meetings, conferences, and competitions provide many
opportunities for application of instructional competencies.

Topics Covered - Course Outline – subject to change
Week 1    Introduction
          Marketing Basics
Week 2    Sales
Week 3    Public Relations
Week 4    Economics of sports and entertainment marketing
Week 5    The World Of Marketing
Week 6    Intro To The Sports And Entertainment Industry
Week 7    What is Sports marketing – fantasy football
Week 8    Careers in sports and entertainment marketing
Week 9    Sports Marketing Mix
Week 10   Entertainment Marketing
Week 11   Entertainment Marketing Mix
Week 12   Customer and Employee Relations
Week 13   Market research
Week 14   Entrepreneurship
Week 15   Marketing Plan
Week 16   Review

Course Objectives
    Increase student awareness of career planning in sports and
      entertainment.
    Inform students of the increasingly complex world of work.
    Assist students in developing appropriate attitudes about work.
    Provide students a broad overview of msrketing as related to sports and
      entertainment.
    Enhance student awareness and understanding of emerging trends in
      marketing.
    Help students to recognize how they can prepare for and advance in
      marketing careers.
    Empower students to think critically and for themselves.
    Reinforce basic skills in communication, human relations, and reading.
    Develop an understanding of marketing and the importance of the
      marketing concept.
    Help students to function as responsible citizens.
    Reinforce tasks that can be applied in amateur or professional sporting
      and entertainment events.
    Use of media as related to sports and entertainment events.
     DECA background and information.
(Kentucky Department of Education Sports and Entertainment Marketing Program
of Studies) Students will:
•     use computers/electronic equipment whenever possible, utilize business software, appropriate
      web software and other kinds of technology to collect, organize, and communicate information
      and ideas.
•     conduct marketing research and develop knowledge of its importance to sports and event
      marketing.
•     develop an understanding of career opportunities in the sports and event industry.
•     demonstrate a fundamental knowledge of marketing concepts, functions, and strategies as they
      relate to sports and events.
•     identify the role and components of sponsorships.
•     identify and evaluate why businesses would sponsor a sports property or event.
•     discuss sponsorship evaluation methods and measurement.
•     explain the role and types of promotions.
•     identify the components of a promotion mix for a sports marketing or entertainment event.
•     develop a promotion plan for an event or sports property.
•     identify sales methodologies used in sport/event marketing.
•     describe relationships with sport/event client/customer/fans.
•     describe factors that motivate people to participate in/attend sports/events.
•     sell advertising space in printed and electronic materials (e.g., program, yearbook, media
      guide, fan guide, team photo cards, etc.)
•     analyze the impact of legal issues such as the impact of unions, contracting, utilization of
      convention venues, the management of related risks, and other legal considerations on the
      sport/event industries.
•     discuss the economic impact of sports/events with relation to elasticity, salaries, tickets,
      advertising,   sponsorships,   endorsements,  stadium/venues,    communities,     merchandise,
      licensing, etc.
•     plan, conduct, and evaluate a sporting and or entertainment event.
•     apply math and communication skills within the technical content.
•     develop employability skills including understanding the process of creation of a resume, and
      a letter of application, and completing an application form.
•     utilize activities of DECA as an integral component of course content and leadership
      development.
•     discuss the impact of sports and event marketing on the economy.
•     identify the components of branding and licensing within the sports and event industry.
•     identify individual work habits/ethics (individual/team skills, confidentiality, problem
      solving, punctuality, self-discipline, communication skills) and explain their importance in
      the work place.

Prerequisite        None                                         Grade Level   9-12

Course Materials
 Notebook
 Pencils

Grading Policy
Grades will not be given they will be earned. Your entire body of work will
be considered in assigning your grade, not only your tests, homework
problems, papers, and assignments, but the degree to which you were prepared
everyday, completed the readings, and participation in class. Again, class
will be challenging, but I am confident that you can all meet the demands,
and in the process learn how to read, think, and write critically.
            Exams (midterm and final) and Projects                 60%
            Quizzes/notebook                                       20%
            Activities                                             10%
            Participation                                          10%
“A"             "B"           "C"           "D"            "F"
A+ 98-100       B+ 89-91      C+ 80-82      D+     71-73   F 0-64
A     95-97     B     86-88   C     77-79   D     68-70
A- 92-94        B- 83-85      C- 74-66      D-     65-67

Academic Integrity
Academic integrity is expected from all students. Claiming work as your own
that is not or work that is copied or very closely paraphrased WITHOUT
attribution to its source is marked as “0.” This means no cutting and
pasting. Using crib notes is also a violation of this policy and will result
in a “0” for the assignment.
Late/Missed Assignments
Students will be responsible for getting their assignments.
If an assignment is late 10 % will be deducted for each day late.

Tardiness
The school tardiness policy will be followed. When a student is tardy to
class, they are to get their materials and sit down. They should not
interrupt class! It is the responsibility of the student to get missed
information obtained from another student at the end of class.

Ending Class
Students must continue to work until asked to log off the computer and put up
materials. They should then return to their seat and relax until the
dismissal bell.

                            Classroom Expectations
                  Exhibit Safety
                      Respect the space of others
                      Respect for property
                      Keep hands and feet to self
                  Always be Respectful
                      Treat all staff members with respect
                      Express yourself at appropriate times
                      Use acceptable language and voice
                  Stay on Task
                      Listen and follow directions
                      Participate in class activities
                      Use time effectively and ask for help when needed
                  Take Responsibility
                      Be in assigned location on time
                      Have materials
                      Accept consequences

Additional course specific rules:
    Food, drinks, etc. must be kept in the designated area by the door. If
      all students do not follow this, this privilege will be revoked.
    Acceptable Use Policy must be strictly adhered to. Failure to do so
      could mean loss of computer privileges and class failure.
    One student may use the bathroom at a time. Frequent usage may result
      in loss of privileges.

Discipline
All school policies and discipline actions will be followed. Additional
consequences for course rules are listed below:
    1st Offense – student will receive a verbal warning.
    2nd Offense – performance review
    3rd Offense – parent call
    4th Offense – loss of privileges
    5th and above: Administrative actions
*In severe instances the student will immediately be sent to the office.
**The discipline plan may be modified as needed and students will be notified
when changes are made.


            I understand and agree to follow the preceding Principles of
            Marketing and Behavior Syllabus.

            Student Signature                               Date

            Guardian Signature                                      Date