Unit 3

Unit 3 - Sports Marketing

This unit is intended to provide students with a basic knowledge and understanding of sports marketing and management. In this unit students will receive instruction on a variety of topics such as the nature of the sports industry, corporate sponsorships, promotions, endorsements, public image, and the increasing global market. In addition, students will have the opportunity to implement a sports marketing plan for various school activities.

Enduring Understandings...

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

  2. Sports marketing is the fastest growing part of the United States economy and provides many benefits to consumers, the community, and the economy.

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

  4. Effective sports marketing campaigns are centered on “lifestyle association”.

  5. The event triangle is an essential component of a sports marketing campaign as it emphasizes the relationships between producers and consumers in the sports marketing model.

  6. Product positioning is a major influence in the success of new sports merchandise and events.

  7. E-commerce's ability to transcend geographical boundaries, equalize competition, and market intensively to the global marketplace has changed the reach of the entertainment industry.

Essential Questions...

  1. What makes a successful promotional campaign?

  2. Is a promotional campaign considered a success if it increases brand awareness?

  3. What role does design play in the success of a promotional campaign?

  4. How should promotional campaigns vary by intended audience?

  5. How can merchandising impact the success of a promotional campaign?

Resources...

Learning Targets...

  1. Define the marketing mix as it relates to sports marketing.

  2. Identify the role of sponsorships and endorsements in sports marketing.

  3. Describe the components of the event triangle.

  4. Apply the concepts of ambush marketing, guerilla, and cause marketing to existing events/companies.

  5. Discuss how sponsors leverage sponsorship to maximize investments.

  6. Develop a corporate sponsorship proposal.

  7. Discuss the importance of public relations.

  8. Discuss the concept of borrowed equity.

  9. Conduct secondary research for determining the marketing mix.

  10. Evaluate the licensing and sponsorship techniques utilize by various sports companies.

  11. Create a licensing program for a new sports company.

  12. Determine and select appropriate media options for a product or service line.

  13. Create a multi-media promotional campaign.

  14. Develop a professional facilities schematic for a sports-based business.

  15. Analyze and establish pricing strategies for a product and/or service line.

  16. Develop a yield-management based pricing strategy

  17. Explain how cyber laws are designed to protect companies and people.

  18. Discuss the role of ethics in entertainment marketing

  19. Analyze existing e-commerce based entertainment website based on the ideas of the hospitality hierarchy.

  20. Develop an e-commerce project plan.

  21. Design and create a functional e-commerce website for a local entertainment based business.

  22. Implement various web-based media to enhance the marketability of a website.

    1. Develop and carry out a full promotional plan for a client.

Sports Marketing Discussions