Unit 2

Unit 2 - Entertainment Marketing

Unit Summary: This unit is intended to provide students will a basic knowledge and understanding of entertainment marketing and management. In this unit, students will receive instruction on a variety of topics such as the nature of the entertainment industry, entertainment technology, travel and tourism, and hospitality marketing. In addition, students will have the opportunity to implement an entertainment marketing plan through the planning and executing of a school wide entertainment event.

Enduring Understandings...

  1. Successful marketing campaigns satisfy the wants and needs of consumers.

  2. Entertainment marketing is dynamic in nature and must continuously change to satisfy the “Fan’s rule”.

  3. Successful entertainment plans focus on the implementation of the “event triangle”.

  4. Entertainment marketing is influenced greatly by guerrilla marketing.

  5. The development of entertainment strategies (electronic media, edutainment, e-commerce, or hospitality) is greatly influenced by the demographic and psychographic breakdown of primary and secondary markets.

  6. The implementation of the technology has dramatically impacted entertainment marketing.

Essential Questions...

  1. How does the “marketing concept” translate to the entertainment industry?

  2. Can market segmentation affect the use of economic utilities in an entertainment marketing plan?

  3. How will the changing demographics in the United States affect the planning and promotion of entertainment?

  4. What is the importance of entertainment marketing to the United States and other global economies?

  5. Has globalization and technology impacted the state of sports marketing?

  6. What impact does loyalty have on the success of and entertainment business?

  7. How does the hospitality hierarchy influence the image of a business?

  8. Has technology impacted the ethical and legal nature of the entertainment industry?

Resources

Entertainment Marketing

Learning Targets...

  1. Explain the concept of entertainment products customization for a specific market segment.

  2. Discuss the impact of technology on the entertainment industry.

  3. Explain how economic utilities should be adapted for entertainment.

  4. Compare and contrast the importance of customer loyalty in the entertainment industry vs. other industries.

  5. Define the marketing mix as it relates to entertainment marketing.

  6. Identify and describe the elements of the event triangle.

  7. Discuss the importance of sponsorship in event planning.

  8. Create a sponsorship proposal.

  9. Describe the concepts of licensing and merchandising.

  10. Analyze various marketing strategies based on the concept of the hospitality hierarchy.

  11. Develop a licensing plan that relates to multiple level of the hospitality hierarchy.

  12. Determine target market when choosing a media.

  13. Analyze revenue models.

  14. Develop a professional storyboard for a television commercial.

  15. Produce a 30-second television commercial for a local business.

  16. Develop a direct and indirect merchandising plan.

  17. Produce a 30-second radio broadcast for an local event.

  18. Develop a facilities schematic.

  19. Discuss the place function from a domestic, international, and electronic marketing strategy.

  20. Create a multi-media marketing campaign for a local edutainment business.

  21. Coordinate a school-wide entertainment event.

Hospitality and Tourism Marketing

Practice, Formative, and Summative Assessments available in Google Classroom