Sports and Event Marketing
Instructor: Rachel Kahly Planning Period: 2nd
Austin Haywood 5th
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
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
Increase student awareness of career planning in sports and
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
Enhance student awareness and understanding of emerging trends in
Help students to recognize how they can prepare for and advance in
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
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
• conduct marketing research and develop knowledge of its importance to sports and event
• 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
• discuss the economic impact of sports/events with relation to elasticity, salaries, tickets,
advertising, sponsorships, endorsements, stadium/venues, communities, merchandise,
• 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
• 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
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%
“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 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.
Students will be responsible for getting their assignments.
If an assignment is late 10 % will be deducted for each day late.
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.
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
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
Be in assigned location on time
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.
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