BUS090: Sports and Entertainment Marketing

This list is representative of the materials provided or used in this course. Keep in mind that the actual materials used may vary, depending on the school in which you are enrolled, and whether you are taking the course as Independent Study.

For a complete list of the materials to be used in this course by your enrolled student, please visit MyInfo. All lists are subject to change at any time.

Scope & Sequence : Scope & Sequence documents describe what is covered in a course (the scope) and also the order in which topics are covered (the sequence). These documents list instructional objectives and skills to be mastered. K12 Scope & Sequence documents for each course include:

Course Overview

Students who have wished to play sports professionally or who have dreamed of becoming an agent for a celebrity entertainer have an interest in sports and entertainment marketing. Although this particular form of marketing bears some resemblance to traditional marketing, there are many differences as well—including a lot more glitz and glamour! In this course, students have the opportunity to explore basic marketing principles and delve deeper into the multibillion-dollar sports and entertainment marketing industry. Students learn how professional athletes, sports teams, and well-known entertainers are marketed as commodities and how some of them become billionaires as a result. For students who have ever wondered about how things work behind the scenes of a major sporting event such as the Super Bowl or even entertained the idea of playing a role in such an event, this course introduces the fundamentals of such a career.

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Course Length

One Semester

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Prerequisites

None

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Course Outline

Unit One: Basic Principles of Marketing
Unit Two: Introduction to Sports & Entertainment Marketing
Unit Three: Principles of Effective Sports & Entertainment Marketing in the 21st Century
Unit Four: Diversity and Demographics
Unit Five: Event Marketing
Midterm
Unit Six: Product Marketing
Unit Seven: Sponsorships and Endorsements
Unit Eight: Finances
Unit Nine: Careers in Sports & Entertainment Marketing
Unit Ten: Societal and Cultural Influences
Final Exam

COURSE OBJECTIVES

  • Define marketing.
  • Discuss the importance of determining target market.
  • Compare and contrast real vs. perceived value.
  • Identify and describe different types of utility.
  • Define market research.
  • Identify types of market research.
  • Discuss the effects of the Internet on marketing.
  • Compare and contrast Internet marketing and traditional marketing.
  • Identify the basic components of Internet marketing.
  • Demonstrate knowledge of the history of sports and entertainment as an industry and how it relates to today's marketplace.
  • Distinguish among sports and entertainment marketing terms.
  • List major environmental influences on the demand for sports and entertainment.
  • Research sports and entertainment marketing information.
  • Explain legislation that impacts sports and entertainment marketing.
  • Describe activities to market a sports property.
  • Define and simulate sports properties and marketing.
  • Discuss why teams use marketing.
  • Discuss the various roles in sports and entertainment marketing.
  • List and describe the marketing fundamentals that drive sports and entertainment marketing.
  • Discuss how technology has changed the sports and entertainment marketing industry, for better and for worse.
  • List and describe trends and emerging technologies affecting sports and entertainment marketing.
  • Describe the challenges the sports and entertainment marketing industry currently faces and how they can navigate these challenges.
  • Define key terms related to the principles of effective sports and entertainment marketing.
  • Discuss how the use of demographics has influenced the industry.
  • Explain elements of culture and the need for understanding cultural diversity.
  • Identify how diversity affects sports and entertainment markets.
  • Describe how the broader female fan base has impacted marketing efforts.
  • Explain the impact of multiculturalism on sports and entertainment marketing activities.
  • Discuss the components of the event triangle.
  • Describe the exchanges developed in the event triangle.
  • Explain the effects of media broadcasting on the event triangle.
  • Define marketing.
  • Discuss the importance of determining target market.
  • Compare and contrast real vs. perceived value.
  • Identify and describe different types of utility.
  • Define market research.
  • Identify types of market research.
  • Discuss the effects of the Internet on marketing.
  • Compare and contrast Internet marketing and traditional marketing.
  • Identify the basic components of Internet marketing.
  • Demonstrate knowledge of the history of sports and entertainment as an industry and how it relates to today's marketplace.
  • Distinguish among sports and entertainment marketing terms.
  • List major environmental influences on the demand for sports and entertainment.
  • Research sports and entertainment marketing information.
  • Explain legislation that impacts sports and entertainment marketing.
  • Describe activities to market a sports property.
  • Define and simulate sports properties and marketing.
  • Discuss why teams use marketing.
  • Discuss the various roles in sports and entertainment marketing.
  • List and describe the marketing fundamentals that drive sports and entertainment marketing.
  • Discuss how technology has changed the sports and entertainment marketing industry, for better and for worse.
  • List and describe trends and emerging technologies affecting sports and entertainment marketing.
  • Describe the challenges the sports and entertainment marketing industry currently faces and how they can navigate these challenges.
  • Define key terms related to the principles of effective sports and entertainment marketing.
  • Discuss how the use of demographics has influenced the industry.
  • Explain elements of culture and the need for understanding cultural diversity.
  • Identify how diversity affects sports and entertainment markets.
  • Describe how the broader female fan base has impacted marketing efforts.
  • Explain the impact of multiculturalism on sports and entertainment marketing activities.
  • Discuss the components of the event triangle.
  • Describe the exchanges developed in the event triangle.
  • Explain the effects of media broadcasting on the event triangle.
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Lesson Scheduling

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K12 Scope & Sequence documents for each course include:

  • Course Overview (as seen above)
  • Course Outline
  • Lesson Time and Scheduling