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Sports and Entertainment Marketing 1a
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Sports and Entertainment Marketing 1a: Introduction
The bright lights. The roaring crowds. The chants and cheers and applause. If you are drawn to the electricity of large events and the challenge of making events successful, a career in sports and entertainment marketing may be for you! In this course, you will trace the development of these industries, dissect their dual nature, and discover what it takes to pitch, promote, and deliver on these services. You‘ll also explore the necessary steps to chart your own career path from among the professional roles that these industries need to operate. Let’s get off the sidelines and hop into the primetime of the sporting and entertainment worlds!
During this course, you will learn career-related skills and earn a badge for this accomplishment. A badge is a digital certification of your career-related learning that you can share on social media or with higher education platforms, colleges, potential employers, peers, and colleagues. Select this link to learn more about badges.
Major Topics and Concepts
Unit 1: The Big Ideas of Sports and Entertainment Marketing
- Identify the structure of the sports and entertainment industry
- Define and distinguish between marketing, sports marketing, and entertainment marketing
- Connect historical developments to both current and future trends in sports and entertainment marketing
- Explain how target market, market segmentation, and the marketing mix relates to and impacts consumer purchasing decisions
Unit 2: Product and Service Central
- Identify all the variables in a sports and entertainment product
- Recognize the importance of branding and its impact on service quality
- Define the stages of a product life cycle
- Determine why some new products fail or succeed
Unit 3: The ABCs of Business Communications
- Determine the strategies for communicating information through promotional presentations
- Describe public relations and publicity, and review how a company builds goodwill and public awareness through community relations
- Identify elements of a press release, a press kit, and a press conference
- Define media relations, and examine the unique partnership media partners have with the sports and entertainment industry
Unit 4: Principles of Promotion
- Define each element of the promotional mix
- Compare different promotional strategies for different events
- Determine the design elements of effective promotions
- Identify and describe how digital marketing impacts the fan experience
Unit 5: Money and Marketing
- Understand challenges that retailers face in a free-enterprise system
- Review approaches and methods used to understand and sell to the retail sporting goods consumer
- Complete sales and payroll-related transactions by analyzing pricing techniques and payment strategies used in retail marketing
- Examine how sports and entertainment events contribute to tourism and impact the economy
Unit 6: Career Investigation and Planning
- Recognize different sports and entertainment marketing career paths
- Develop a plan of action for researching potential career paths
- Identify available resources to search for potential job leads
- Determine the essential elements of a career portfolio
Unit 7: Entrepreneurship 101
- Identify the characteristics of successful entrepreneurs
- Define and compare different types of business ownership
- Research market opportunities in the sports and entertainment industry
- Establish the base components of a successful business plan
Unit 8: The Big Picture of Business
- Identify the fundamental functions of a business
- Explain how supporting roles contribute to fundamental business functions
- Interpret the two financial statements legally required of all businesses
Competencies
Sports and Entertainment Industry Marketing
Students will demonstrate an understanding of sports and entertainment industry marketing by explaining the structure of the sports and entertainment industry, differentiating between traditional marketing and sports and entertainment marketing, and summarizing the importance of a target market.
Sports and Entertainment Products and Services
Students will demonstrate an understanding of sports and entertainment products and services by explaining the sports and entertainment product and service package, explaining the sports and entertainment life cycle, and describing the importance of product branding on service quality.
Sports and Entertainment Business Communication
Students will demonstrate an understanding of sports and entertainment business communication by explaining the purpose for sports and entertainment promotion, describing the purpose of sports and entertainment public relations, and summarizing the value of media relationships.
Principles of Promotion
Students will demonstrate an understanding of the principles of promotion by describing the elements of the promotional mix plan, summarizing promotional strategies, and explaining the design elements of effective promotions.
Sports and Entertainment Marketing in a Free Enterprise System
Students will demonstrate an understanding of sports and entertainment marketing in a free enterprise system by explaining the role of supply and demand in a free enterprise system, describing challenges for retailers in competing markets, and explaining the retail sales techniques in the sports and entertainment sectors.
Sports and Entertainment Marketing Careers
Students will demonstrate an understanding of the sports and entertainment marketing careers by describing the job titles within the sports and entertainment industry, summarizing the career paths for sports and entertainment marketing, and explaining resources for job leads within the sports and entertainment marketing industry.
Enterpreneurship
Students will demonstrate an understanding of sports and entertainment marketing entrepreneurship by explaining characteristics of an entrepreneur, describing types of business structures for an entrepreneur and explaining the components of a business plan.
Business Functions
Students will demonstrate an understanding of business functions by explaining the functions of a business, explaining the supporting roles contributing to business functions and explaining the business financial statements.
