This sport/event marketing course develops student understanding of the sport / event industries, their impact on local communities, and products; distribution systems and strategies; pricing considerations; marketing – information management; selling; product/service management, and promotion. Students acquire an understanding and appreciation of the need for planning. Throughout the course, students are presented problem – solving situations for which they must apply academic and critical – thinking skills.
- INSTRUCTIONAL AREA: Customer Relations
- Handle difficult customers (CR:009, CR LAP 3) (CS)
- Handle customer/client complaints (CR:010) (CS)
- INSTRUCTIONAL AREA: Marketing
- Explain the nature of sport marketing (MK:012, BA LAP 8) (CS)
- Describe the nature of event marketing (MK:007) (CS)
- INSTRUCTIONAL AREA: Operations
- Schedule tournaments (OP:142) (SP)
- Develop production schedules for events (OP:102) (SP)
- Develop project plan (OP:001, QS LAP 28) (SP)
- » MANC.10.05.c, MKTC.17.05.c
- INSTRUCTIONAL AREA: Professional Development
- Discuss the nature of the sport/event industries (PD:115) (CS)
- Describe the impact of sports/events on communities (PD:107) (CS)
- Explain career opportunities in sport/event marketing (PD:051, PD LAP 6) (CS)
- INSTRUCTIONAL AREA: Marketing-Information Management
- Explain the need for sport/event marketing information (IM:245) (SP)
- Explain sources of secondary sport/event information (IM:246) (SP)
- Explain sources of primary sport/event market information (IM:249) (SP)
- Search the Internet for sport/event marketing information (IM:247) (SP)
- Monitor internal records for marketing information (IM:186) (SP)
- Maintain a database of competitor information (IM:248) (SP)
- INSTRUCTIONAL AREA: Market Planning
- Describe the nature of target marketing in sport/event marketing (MP:037) (SP)
- Identify ways to segment sport/event markets (MP:038) (SP)
- INSTRUCTIONAL AREA: Pricing
- Identify factors affecting pricing of sport/event products (lead time, market demand, market
- segmentation, smoothing, responding to competitors) (PI:047, PI LAP 7) (SP)
- Describe pricing issues associated with sport/event products (cost, value, objectives) (PI:048) (SP)
- INSTRUCTIONAL AREA: Product/Service Management
- Explain elements of the sport/event product (PM:079, PM LAP 15) (CS)
- Explain the nature of sport/event brand/branding (PM:141) (SP)
- Explain the use of licensing in sport/event marketing (PM:139, PM LAP 12) (SP)
- Explain the role of endorsements in sport/event marketing (PM:140, PM LAP 13) (SP)
- Explain the use of naming rights in sport/event marketing (PM:142) (SP)
- Identify elements that enhance venue attractiveness (facility—accessibility, trade area/drawing radius, parking; surrounding area—design/layout, amenities, personnel, sense of security) (PM:144) (SP)
- INSTRUCTIONAL AREA: Promotion
- Explain advertising media used in the sport/event industries (PR:177) (SP)
- Explain the components of advertisements (PR:014) (SP)
- » MKTC.28.03.a
- Discuss types of direct mail tactics (PR:301) (SP)
- Explain the nature of online advertising (e.g., advergaming, virtual worlds, display ads, banner ads, popup ads, pay-per-click ads, etc.) (PR:164) (SP)
- » MKCO.14.05.a
- Explain the nature of e-mail marketing tactics (PR:165) (SP)
- » MKCO.14.05.b
- Describe mobile marketing tactics (PR:276) (SP)
- » MKCO.14.05.c
- Discuss the use of search-engine optimization tactics for digital marketing (PR:299) (SP)
- » MKCO.14.05.d
- Describe sport/event industries’ utilization of digital media (PR:240) (SP)
- Write direct-mail letters (PR:122) (SP)
- Write e-mail marketing copy (PR:362) (SP)
- Execute targeted emails (PR:166) (SP)
- Write content for use on the website (PR:163) (SP)
- Develop a direct-mail offer for sport/event products (PR:179) (SP)
- Determine advertising reach of sport/event media (PR:180) (SP)
- Calculate media costs (PR:009) (SP)
- » MKCO.14.10.c
- Select advertising media (PR:010) (SP)
- » MKCO.14.10.d
- Choose appropriate media vehicles for sport/event (PR:181) (SP)
- Buy ad space/time (PR:104) (SP)
- » MKCO.14.10.i
- Write a press release (PR:057) (SP)
- » MKCO.14.14.a
- Develop and generate sport/event newsletter (PR:182) (SP)
- Explain media relations in the sport/event industries (PR:183) (SP)
- Develop a media guide (PR:184) (SP)
- Cultivate media relationship (PR:185) (SP)
- » MKCO.14.14.e
- Plan a media day (PR:186) (SP)
- Explain the nature of sponsorship in the sport/event industries (PR:175, PR LAP 17) (SP)
- Identify “out-of-the-box” sales promotion ideas for sports/events (PR:187, PR LAP 18) (SP)
- Implement ticket sales campaign (Internet, contests/giveaways, pre-promotion of campaign, video scoreboard announcements, sports/sponsorship partnerships) (PR:188) (SP)
- Explain venue signage (PR:189) (SP)
- Select event signage (PR:190) (SP)
- Design program for event (PR:142) (SP)
- Create and issue script for game-day promotions (PR:191) (SP)
- Maximize/Capitalize on celebrity’s appearance at event (PR:192) (SP)
- Design logo for sport/event (PR:193) (SP)
- Design tickets (PR:194) (SP)
- INSTRUCTIONAL AREA: Selling
- Determine sport/event features and benefits (SE:188) (SP)
- Describe factors that motivate people to participate in/attend sports/events (SE:209) (SP)
- Identify sales methodologies used in sport/event marketing (SE:315) (SP)
- Prepare sales presentation (SE:067) (SP)
- » MKPS.03.03.g
- Establish relationships with sport/event clients/customer/fans (SE:316) (SP)
- Sell tickets (ticket plans, new season, etc.) (SE:317) (SP)
- Sell advertising space in printed and electronic materials (e.g., program, yearbook, media guide, fan guide, team photo cards, etc.) (SE:318) (SP)
- Process telephone orders (SE:461) (CS)
- » MKPS.03.05.c
» = Colorado standard