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Course Technology ▪ Delmar ▪ South-Western
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TOOLS and ACTIVITIES
To Make Your MARKETING Class Come Alive!
For more information, visit us online at
www.cengage.com/school/marketing
Presented by author Ken Kaser
Sports and Entertainment Sports and Entertainment MarketingMarketing
Presented By: Ken KaserPresented By: Ken Kaser
South-Western / Cengage South-Western / Cengage PublishingPublishing
Sports and Entertainment MarketingSports and Entertainment Marketing
HistoryHistory
Today Today - popular course in many school - popular course in many school districts across the countrydistricts across the country
Schools offer the course for a Schools offer the course for a semester and the entire yearsemester and the entire year
Sports and Entertainment MarketingSports and Entertainment Marketing
RationaleRationale
Communities of all sizes count Communities of all sizes count heavily on tourism dollars.heavily on tourism dollars.
U.S. sports equipment manufactures U.S. sports equipment manufactures export to over 125 countries.export to over 125 countries.
Tourism is the number 1 or 2 Tourism is the number 1 or 2 industry for just about every state.industry for just about every state.
Sports-related travel and tourism is Sports-related travel and tourism is a huge industry. a huge industry.
Sports and Entertainment MarketingSports and Entertainment Marketing
Rationale Rationale (continued)(continued)
Little league sports bring large sums Little league sports bring large sums of money to communities of all sizes.of money to communities of all sizes.
In 2006, a family of four could expect In 2006, a family of four could expect to pay an average of $352 to attend to pay an average of $352 to attend one Chicago Cubs baseball game.one Chicago Cubs baseball game.
Sports and Entertainment brings Sports and Entertainment brings money to the hotel, restauarant, money to the hotel, restauarant, retail, and service station industriesretail, and service station industries
Sports and Entertainment MarketingSports and Entertainment Marketing
Rationale Rationale (continued)(continued)
Sports and Entertainment Sports and Entertainment Marketing =Marketing =
an exciting strategy to an exciting strategy to teach all of the essential Marketing teach all of the essential Marketing concepts!concepts!
Concepts Covered in Concepts Covered in Sports and Entertainment Sports and Entertainment
MarketingMarketing
Product/Service ManagementProduct/Service Management PromotionPromotion SellingSelling PricingPricing Marketing Informaiton Marketing Informaiton
ManagementManagement DistributionDistribution
Sports and Entertainment MarketingSports and Entertainment Marketing
CurriculumCurriculum
Importance of S & E Importance of S & E Marketing/Overview of Marketing/Overview of Sports, Entertainment, and Sports, Entertainment, and Recreation MarketingRecreation Marketing
Economic and Social Impact Economic and Social Impact of College athletesof College athletes
Big League Professional Big League Professional SportsSportsComplete with Agents, Complete with Agents, Managers, Landing a Team, Managers, Landing a Team, and Ethicsand Ethics
Marketing Athletics through Marketing Athletics through public speaking, Public public speaking, Public Relations, Book Publishing, Relations, Book Publishing, and Fan Clubsand Fan Clubs
Associating Athlete of Associating Athlete of Special events (Charities, Special events (Charities, Camps, One-Day seminars Camps, One-Day seminars
Role, Operation, and Cast of Role, Operation, and Cast of a Sports Marketing Firma Sports Marketing Firm
Entertainment Industry Entertainment Industry Including Movies, Television, Including Movies, Television, Concerts, the Arts, Annual Concerts, the Arts, Annual Events, and Entertainment Events, and Entertainment AwardsAwards
Customized Entertainment, Customized Entertainment, Information Technology,Information Technology,
and Marketing and Marketing Entertainment to the worldEntertainment to the world
Sports and Entertainment MarketingSports and Entertainment Marketing
CurriculumCurriculum
Recreation Marketing Recreation Marketing including Travel and including Travel and Tourism, Resorts, Theme Tourism, Resorts, Theme Parks, and CareersParks, and Careers
Marketing Plans for Sports Marketing Plans for Sports and Entertainmentand Entertainment-Marketing Research-Marketing Research-Developing a Marketing -Developing a Marketing PlanPlan-Advertising and Promotions-Advertising and Promotions- The Bottom Line- The Bottom Line
Product Research and Product Research and DevelopmentDevelopment
Legal Issues for Sports and Legal Issues for Sports and EntertainmentEntertainment-Laws and Contracts-Laws and Contracts-Unions-Unions-Licensing-Licensing
Sports Marketing CareersSports Marketing Careers Trends in the Global MarketTrends in the Global Market
for sportsfor sports Promotion, Advertising, Promotion, Advertising,
SalesSales Public RelationsPublic Relations EconomicsEconomics CommunicationCommunication
Sports and Entertainment MarketingSports and Entertainment Marketing
ResourcesResources
MagazinesMagazines NewspapersNewspapers SoftwareSoftware InternetInternet TelevisionTelevision TextbooksTextbooks Reference BooksReference Books
ConferencesConferences Athletic DirectorAthletic Director Professional Sports Professional Sports
FranchisesFranchises Movie and Stage Movie and Stage
TheatersTheaters Theme Park marketing Theme Park marketing
staffstaff Television and Radio Television and Radio
StationsStations Retailers/ManufacturersRetailers/Manufacturers
Sports and Entertainment MarketingSports and Entertainment Marketing
ProjectsProjects
Big Stadium/Professional Football Big Stadium/Professional Football
Team ProjectTeam Project
Steps in order to complete projectSteps in order to complete project Questions and AnswersQuestions and Answers Design a Stadium and Determine Design a Stadium and Determine
other Businessesother Businesses
Sports and Entertainment MarketingSports and Entertainment Marketing
ProjectsProjects
Music/Concert AssignmentMusic/Concert Assignment Look up your favorite singer or group using any reliable Look up your favorite singer or group using any reliable
source, and write a one page report about the singer or group.source, and write a one page report about the singer or group. Write two paragraphs explaining the type of music your singer Write two paragraphs explaining the type of music your singer
or group producesor group produces Design a T-Shirt for your singer or groupDesign a T-Shirt for your singer or group How much would you be willing to pay for a concert to see How much would you be willing to pay for a concert to see
your singer or group?your singer or group? Design the front and back of a ticket for the concertDesign the front and back of a ticket for the concert What items will you make available to purchase from a fan What items will you make available to purchase from a fan
club?club? Present your creation to the classPresent your creation to the class
Sports and Entertainment MarketingSports and Entertainment Marketing
ProjectsProjects
Project Using a Project Using a NewspaperNewspaper
Play Jeopardy by asking questions from different color-coded Play Jeopardy by asking questions from different color-coded sections of the newspapersections of the newspaper
Students summarize articles from Sports and Entertainment Students summarize articles from Sports and Entertainment sectionsection
Students design a news collage using the newspaper Students design a news collage using the newspaper highlighting current eventshighlighting current events
Teams of students study the newspaper sections and give a Teams of students study the newspaper sections and give a newscast highlighting newsworthy eventsnewscast highlighting newsworthy events
Each student makes up current event questions for sports and Each student makes up current event questions for sports and entertainment using the newspaper or Internetentertainment using the newspaper or Internet
State Tourism ProjectState Tourism Project Research a state and determine which characteristics of that state will be Research a state and determine which characteristics of that state will be
advertised for tourismadvertised for tourism Design a bumper sticker, coffee mug, T-Shirt, or other item to use for Design a bumper sticker, coffee mug, T-Shirt, or other item to use for
state promotional purposes.state promotional purposes. Give a presentation that focuses on reasons for tourists to visit their Give a presentation that focuses on reasons for tourists to visit their
state.state. Design a brochure to advertise their stateDesign a brochure to advertise their state
TIME: TIME: 3-5 class periods3-5 class periods
Group Size: Group Size: 2-4 students2-4 students
Materials: Materials: Brochures from travel agencies, road atlases, vacation Brochures from travel agencies, road atlases, vacation guides, 800 numbers for state tourism, state resource materialsguides, 800 numbers for state tourism, state resource materials
Background: Tourism is big business for many states. Advertising for Background: Tourism is big business for many states. Advertising for tourist dollars has become very creative and intense.tourist dollars has become very creative and intense.
Sports and Entertainment MarketingSports and Entertainment Marketing
ProjectsProjects
Sports and Entertainment MarketingSports and Entertainment Marketing
ProjectsProjects (continued) (continued)
Preparation: Preparation: Gather atlases and tourism materials from travel Gather atlases and tourism materials from travel agencies. Gather 800 numbers from students to call for state agencies. Gather 800 numbers from students to call for state tourism info. Possibly have a travel agent speak to the class tourism info. Possibly have a travel agent speak to the class about tourism for different states.about tourism for different states.
Procedure:Procedure: Group decides on a stateGroup decides on a state Group develops a promotional item, brochure, and a Group develops a promotional item, brochure, and a
presentation for class to advertise their statepresentation for class to advertise their state Gather resource materials to use when preparing their Gather resource materials to use when preparing their
presentationspresentations Students give presentations to the class in which they Students give presentations to the class in which they
highlight info about the state they have chosen, show their highlight info about the state they have chosen, show their promotional items, and hand out their brochures.promotional items, and hand out their brochures.
Assessment: Assessment: Groups will receive three grades for this projectGroups will receive three grades for this project
Sports and Entertainment MarketingSports and Entertainment Marketing
Web SitesWeb Sites
Sites for Sports:Sites for Sports:www.espn.comwww.espn.com
www.nba.comwww.nba.com
www.nfl.comwww.nfl.com
www.wnba.comwww.wnba.com
www.newsweek.comwww.newsweek.com
www.chronicle.comwww.chronicle.com
www.usatoday.comwww.usatoday.com
www.sports.comwww.sports.com
www.cba.comwww.cba.com
www.wallstreetsports.comwww.wallstreetsports.com
Sites for Music and Sites for Music and Entertainment:Entertainment:
www.rollingstone.comwww.rollingstone.com
www.diryahoo.comwww.diryahoo.com
www.msbet.comwww.msbet.com
www.jslyrics.comwww.jslyrics.com
www.arista.comwww.arista.com
www.mtv.comwww.mtv.com
www.soundz.comwww.soundz.com
www.jazz.comwww.jazz.com
www.amc-theaters.comwww.amc-theaters.com
www.mrshowbiz.go.comwww.mrshowbiz.go.com
Sports and Entertainment MarketingSports and Entertainment Marketing
TV/Newspapers/MagazinesTV/Newspapers/Magazines
TV Programs:TV Programs:CNBCCNBC
20/2020/20
DatelineDateline
60 Minutes60 Minutes
HBO’s Outside the LinesHBO’s Outside the Lines
NewspapersNewspapersUSA TodayUSA Today
Wall Street JournalWall Street Journal
MagazinesMagazinesStreet & Smith’s Sports BusinessStreet & Smith’s Sports Business
The Sporting NewsThe Sporting News
ESPNESPN
VarietyVariety
PremierePremiere
Ad WeekAd Week
Brand WeekBrand Week
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