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MARKETING 6670EXPANDED BLUEPRINT – 2012-2013
Performance Element
1.01 Acquire
information about the
sport/event industry to
aid in making career
choices. (PD:115),
(PD:107)
Performance
Indicator(s)
RESOURCES
PD:115 Discuss the
nature of the
sport/event industries
No LAP
PD:107 Describe the
impact of
sports/events on
communities
No LAP
CONTENT
a.
b.
c.
d.
e.
f.
Identify types of businesses in the sport/event industries.
Explain the variety of sports available to customers.
Discuss the variety of events that can be utilized.
Describe segments of the sport industry.
Describe segments of the event industry.
Explain factors contributing to the growth and development of
the sport/event industries.
a.
Identify ways that sport/event contribute to the economic wellbeing of communities.
Cite negative impacts that hosting a sport/event can have on a
community.
Describe ways in which communities can foster positive results
from hosting a sport/event.
Explain ways that communities can minimize/deter the negative
impact of hosting a sport/event.
b.
c.
d.
1.02 Understand
sport/event marketing’s
role and function in
business to facilitate
economic exchanges
with customers.
(MK:012), (MK:007)
MK:012 Explain the
nature of sport
marketing
BA LAP 8
a.
b.
c.
d.
e.
f.
MK:007
Describe the nature of
event marketing
No LAP
1.03 Acquire
information about the
sport/event industry to
aid in making career
choices. (PD:051)
PD:051
Explain career
opportunities in
sport/event marketing
PD LAP 6
Define the terms sport marketing.
Identify categories of sport products.
Describe categories of sport consumers.
Distinguish between organized and unorganized sport
participants.
Describe the relationship between the growth and marketing of
the sport industry.
Discuss benefits ascertained from the development of the sport
marketing.
a.
b.
c.
d.
Define the terms event marketing.
Identify types of events.
Describe categories of event goers.
Discuss benefits ascertained from the development of the event
marketing.
a.
Identify types of businesses that offer careers in sport/event
marketing.
b.
Distinguish between sport marketing and event marketing.
c.
Explain why jobs in sport/event marketing provide career
potential.
d.
Discuss personal traits needed for success in sport/event
marketing.
e.
Explain training needed for careers in sport/event marketing.
f.
Describe the following sport/event marketing careers:
(1)
Advertising
(2)
Sales promotion
(3)
Ticket sales
(4)
Ticket management
(5)
Market research
(6)
Merchandising
(7)
Community relations
(8)
Media relations
(9)
Sponsorship manager
(10)
Event planner
(11)
Hospitality manager
(12)
Volunteer/vendor coordinator
(13)
Marketing director
Page 1 of 13
1.04 Employ product
mix strategies to meet
customer expectations.
(PM:079)
PM:079 Explain
elements of the
sport/event product
PM LAP 15
a. Identify categories of sport/event products.
b. Explain the unique characteristics of sport/event products.
c. Describe elements of the sport product (e.g., game, event, ticket,
organization, facility, equipment/clothing, related services, and
image).
1.05 Acquire product
knowledge to
communicate product
benefits and to ensure
appropriateness of
product for the
customer. (SE:188),
(SE:209)
SE:188
Determine sport/event
features and benefits
No LAP
a. Define the following terms: feature, benefit, obvious benefits,
unique benefits, hidden benefits, feature-benefit selling, and
feature-benefit chart.
b. Identify sources of feature/benefit information.
c. Identify an example of an obvious or apparent benefit.
d. Identify an example of a unique or exclusive benefit.
e. Identify an example of a hidden benefit.
f. Distinguish between features and benefits for services versus
those for tangible sport/event products.
g. Describe how to prepare a feature-benefit chart for a product.
h. Prepare a feature-benefit chart for a product.
SE:209 Describe
factors that motivate
people to participate
in/attend
sports/events
No LAP
PM:141 Explain the
nature of sport/event
brand/branding
No LAP
a. Explain the importance of understanding why people participate
in/attend sports/events.
b. Describe techniques for identifying sport/event motivators.
c. Describe ways that salespeople can use sport/event motivators
to sell products.
PM:139
Explain the use of
licensing in
sport/event
PM LAP 12
a. Define the terms licensing, licensor, sports licensing, and
licensee.
b. Explain the relationship between trademarks and licensing.
c. Distinguish between licensing and sponsorship.
d. Explain the differences between licensing and endorsements.
e. Discuss the differences between licensing and branding.
f. Describe types of sports license agreements.
g. Identify examples of licensed products.
h. Discuss ways in which licensors benefit from licensing.
i. Describe ways in which licensors are compensated.
j. Explain licensor risks associated with licenses.
k. Identify licensee benefits of licensing.
l. Describe licensee risks of licensing.
m. Discuss considerations in international licensing.
1.06 Position
product/services to
acquire desired
business image.
(PM:141), (PM:139),
(PM:140), (PM:142)
a. Define the terms brand awareness, brand image, brand equity,
and brand loyalty.
b. Describe the purposes of branding in sport/event marketing.
c. Explain the branding process.
d. Discuss factors that influence a sport’s/event’s brand image.
e. Describe categories of factors that contribute impact brand
equity of a sport/event (i.e., team-related factors, organizationrelated factors, and market-related factors).
f. Explain how sport/event marketers can use product extensions/
merchandise to build brand equity.
g. Explain the consequences of establishing positive brand equity
for a sport/event.
h. Discuss factors that create brand/fan loyalty (i.e., entertainment
value, authenticity, fan bonding, and history/tradition).
Page 2 of 13
PM:140
Explain the role of
endorsements in
sport/event marketing
PM LAP 13
a. Define the term endorsement.
b. Describe ways that celebrities can endorse products.
c. Explain when the use of celebrity endorsements is beneficial.
d. Describe occasions when the use of celebrity endorsements may
be harmful to a business/product.
e. Discuss reasons that businesses use celebrities to endorse their
products.
f. Describe legal considerations in using celebrity endorsements.
PM:142
Explain the use of
naming rights in
sport/event marketing
No LAP
a. Define the term naming rights.
b. Identify the key players in naming rights deals.
c. Explain reasons that teams/events sell naming rights.
d. Describe the advantages associated with selling/buying naming
rights.
e. Discuss the disadvantages associated with selling/buying naming
rights.
f. Identify the nature of businesses to be avoided in naming rights
deals.
g. Explain naming-rights strategies.
a. Define the term sponsorship.
b. Contrast sponsorship for big versus small organizations.
c. Explain benefits associated with sponsorship activities.
d. Describe the significance of exclusivity in sponsorships.
e. Discuss ways in which sponsorship relationships are formed.
f. Explain why formal contracts are preferred to letters of
agreement when setting up sponsorships.
g. Describe risks associated with sponsorships.
h. Explain why businesses should exploit their sponsorships.
a. Define the following terms: disagreeable customer,
domineering/superior customers, and dishonest customers.
b. Identify types of difficult customers.
c. Describe categories of disagreeable customers.
d. Discuss categories of domineering/superior customers.
e. Describe ways in which customers are dishonest.
f. Identify situations in which customers become difficult.
g. Explain reasons for handling difficult customers.
h. Describe general guidelines for handling difficult customers.
i. Explain specific guidelines for handling types of difficult customers.
j. Demonstrate procedures for handling difficult customers.
1.07 Employ salespromotion activities to
inform or remind
customers of
business/product.
(PR:175)
PR:175
Explain the nature of
sponsorship in the
sport/event industries
PR LAP 17
1.08 Resolve conflicts
with/for customers to
encourage repeat
business. (CR:009),
(CR:010)
CR:009
Handle difficult
customers
CR LAP 3
CR:010
Handle
customer/client
complaints
No LAP
1.09 Process the sale
to complete the
exchange. (SE:461)
SE:461
Process telephone
orders
No LAP
a. Define the term complaint.
b. Identify the costs associated with customer complaints.
c. Identify reasons for customer complaints.
d. Describe the benefits of customer complaints.
e. Explain the importance of appropriately handling customer
complaints.
f. Explain procedures for handling customer complaints.
g. Demonstrate procedures for handling customer complaints.
a. Describe the nature of telephone orders in selling.
b. Discuss the importance of speaking slowly and clearly when
processing telephone orders.
c. Explain the need for accuracy when processing telephone
orders in selling.
d. Identify types of information to obtain when processing
telephone orders.
e. Discuss procedures for processing telephone orders.
f.
Process an incoming telephone order.
Page 3 of 13
1.10 Employ salespromotion activities to
inform or remind
customers of
business/product.
(PR:193), (PR:194)
2.01 Implement
organizational skills to
improve efficiency and
workflow. (OP:142),
(OP:102)
PR:193
Design logo for
sport/event
No LAP
a.
b.
c.
d.
e.
f.
g.
Explain the importance of having a logo.
Describe considerations in creating a logo.
Discuss components of logos.
Identify types of logos.
Describe characteristics of effective logos.
Discuss resources useful in generating logo ideas.
Demonstrate procedures for designing logos.
PR:194
Design tickets
No LAP
a.
b.
c.
d.
a.
b.
Describe information that can be included on tickets.
Explain types of tickets often used for sports/events.
Discuss purposes of tickets for sports/events.
Demonstrate procedures for designing tickets.
Identify types of tournaments.
Describe factors to consider when setting up tournament
schedule.
Explain how technology can be used to schedule tournaments.
Discuss ways to determine activities’ timeframe.
Demonstrate procedures for scheduling tournaments.
OP:142
Schedule tournaments
No LAP
c.
d.
e.
OP:102
Develop production
schedules for events
No LAP
a.
b.
c.
d.
e.
f.
g.
h.
2.02 Utilize projectmanagement skills to
improve workflow and
minimize costs.
(OP:001)
OP:001
Develop project plan
QS LAP 28
2.03 Acquire
foundational knowledge
of marketinginformation
management to
understand its nature
and scope. (IM:245)
IM:245
Explain the need for
sport/event marketing
information
No LAP
2.04 Understand datacollection methods to
evaluate their
appropriateness for the
research
problem/issue. (IM:246)
IM:246
Explain sources of
secondary sport/event
information
No LAP
a.
b.
c.
d.
e.
f.
g.
h.
a.
b.
c.
d.
a.
b.
c.
d.
e.
f.
g.
Define the term production schedule.
Describe purposes of using a production schedule.
Explain components of a production schedule.
Identify factors that can impact production scheduling.
Describe production-planning tools.
Discuss the relationship between a production schedule
and a project plan.
Explain procedures for developing a production schedule.
Demonstrate how to develop a production schedule.
Explain the importance of project planning.
Describe uses of project plans.
Identify factors that impact project planning.
Describe components of project plans.
Explain the need for flexibility in project planning.
Describe project-planning tools.
Explain procedures for developing a project plan.
Demonstrate how to develop a project plan.
Define the terms facts, estimates, predictions, relationships,
and marketing information.
Identify types of marketing information useful to sport/event
marketers.
Describe ways that sport/event marketers use marketing
information.
Explain the impact of marketing information on sport/event
marketers.
Define the term secondary data.
Identify sources of internal sport/event records.
Describe the advantages and disadvantages of using internal
sources of sport/event secondary data.
Explain reasons that sports/events need external data.
Describe how sport/event marketers might use sources of
external data.
Explain sources of external data.
Describe types of information available from external sources.
Page 4 of 13
2.05Collect secondary
marketing data to
ensure accuracy and
adequacy of
information for
decision-making.
(IM:247), (IM:186),
(IM:248)
IM:247
Search the Internet for
sport/event marketing
information
No LAP
a. Explain the importance of the Internet as a source of secondary
sport/ event marketing information.
b. Identify frequently accessed Internet databases that contain
sport/event marketing information.
c. Explain the use of online services for obtaining sport/event
marketing information.
d. Discuss the strengths and limitations of using electronic
databases to obtain sport/event marketing information.
e. Identify online service providers frequently accessed for
sport/event marketing information.
f. Describe steps for developing a search strategy.
g. Implement strategy for searching the Internet for sport/event
marketing information.
IM:186
Monitor internal
records for marketing
information
No LAP
a.
Describe techniques for monitoring internal records for
sport/event marketing information.
b.
Explain guidelines for monitoring internal records for
sport/event marketing information (what records to monitor, who will
monitor them, how often they will be monitored).
c.
Demonstrate procedures for monitoring internal records for
sport/event marketing information.
IM:248
Maintain a database of
competitor
information
No LAP
a.
Describe ways to use a competitor database.
b.
Explain the importance of accuracy in maintaining a
competitor database.
c.
Identify components of a competitor database that need to
be maintained.
d.
Describe steps in maintaining a competitor database.
e.
Demonstrate procedures for maintaining a competitor
database.
a. Distinguish between primary and secondary data.
b. Describe methods of collecting primary data.
c. Discuss the advantages/disadvantages associated with primary
data-collection methods.
2.06 Understand datacollection methods to
evaluate their
appropriateness for the
research
problem/issue. (IM:249)
IM:249
Explain sources of
primary sport/event
market information
No LAP
3.01 Select target
market appropriate for
product/business to
obtain the best return
on marketing
investment. (MP:037),
(MP:038)
MP:037
Describe the nature of
target marketing in
sport/event marketing
No LAP
a.
b.
c.
d.
e.
MP:038
Identify ways to
segment sport/event
markets
No LAP
Define the following terms: market, target market, mass
marketing, marketing segments, and market segmentation.
Explain the importance of target markets to sport/event
marketers.
Describe advantages and disadvantages of mass marketing.
Describe advantages and disadvantages of using market
segments.
Explain why the use of market segments is increasing.
a.
Define the following terms: demographic segmentation,
geographic segmentation, psychographic segmentation, and
behavioral segmentation.
b.
Describe demographic characteristics that sport/event
marketers analyze.
c.
Explain the value of geographic segmentation.
d.
Discuss the value of psychographic segmentation.
e.
Describe types of behavioral segmentation.
Page 5 of 13
3.02 Understand
promotional channels
used to communicate
with targeted
audiences. (PR:177)
PR:177
Explain advertising
media used in the
sport/event industries
No LAP
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
m.
n.
o.
p.
q.
r.
s.
t.
u.
v.
w.
Define the term advertising media.
Identify types of advertising media.
Identify types of publication media.
Identify types of newspaper advertising.
Categorize types of magazines.
Identify types of broadcast media.
Categorize types of broadcast advertising.
Identify types of direct-mail advertising.
Explain advertising on the Web.
Identify types of out-of-home media.
Define specialty advertising.
Identify examples of "other media."
Describe advantages associated with print advertising.
Discuss limitations associated with print advertising.
Explain advantages of broadcast advertising.
Explain limitations of broadcast advertising.
Describe advantages associated with direct-mail advertising.
Discuss limitations of direct-mail advertising.
Explain advantages of using out-of-home advertising.
Describe limitations of using out-of-home media.
Explain advantages of using "other promotional" media.
Describe limitations of "other promotional" media.
Explain trends in advertising media.
3.03 Understand the
use of an
advertisement’s
components to
communicate with
targeted audiences.
(PR:014)
PR:014
Explain components
of advertisements
No LAP
a.
Define the following terms: headline, illustration, identification,
copy, layout, and white space.
Explain the purpose of each element in an advertisement.
Describe the purpose of an ad’s layout.
Identify approaches businesses can use with headlines to
achieve the ad’s objectives.
Explain ways businesses can use illustrations in
advertisements to focus reader’s attention on the product.
Describe copy techniques that businesses can use to create
desire for a product in a print advertisement.
Identify types of information contained in the identification
element of advertisements.
Explain the importance of coordinating the elements in
advertisements.
b.
c.
d.
e.
f.
g.
h.
3.04 Understand the
use of direct marketing
to attract attention and
to build brand.
(PR:164), (PR:301),
(PR:240), (PR:276),
(PR:299)
PR:164
Explain the nature of
online advertising
(e.g., advergaming,
virtual worlds, display
ads, banner ads, popup ads, pay-per-click
ads, etc.)
No LAP
a.
b.
c.
d.
e.
f.
g.
h.
Identify the following types of online advertising: banner ads,
buttons, pop-up/under ads, flash ads, floating ads, exit pops,
rich media ads, text ads, advergames, virtual worlds,
sponsorships, sponsored search results, bookmarks, favorites,
guides, and e-mail based ads.
Describe factors that contribute to the effectiveness of online
advertising.
Distinguish between the purpose of print banner advertising
and that of Internet banner advertising.
Describe benefits associated with Internet advertising (e.g.,
scalability, cost-effectiveness, desirable demographics,
targeted audience, growing audience, and tracking
capabilities).
Identify the negative effects associated with Internet
advertising.
Explain factors that affect the success of Internet advertising.
Distinguish between banner ads and rich media ads.
Describe effective ways to use Internet advertising.
Page 6 of 13
3.05 Develop content
for use in marketing
communications to
create interest in
product/business/idea.
(PR:163), (PR:179),
(PR:122)
PR:301
Discuss types of
direct mail tactics
No LAP
a.
Define the term direct-mail.
b.
Identify types of direct-mail (e.g., letters, postcards,
catalogs, self-mailers, brochures, etc.).
c.
Discuss collateral pieces associated with direct-mail offers.
d.
Explain the importance of technology in direct-mail.
e.
Discuss when direct-mail marketing can be used effectively.
f.
Describe advantages/disadvantages of using direct-mail
marketing.
PR:240
Describe sport/event
industries’ utilization
of electronic media
No LAP
a.
Explain the nature of electronic media.
b.
Describe reasons that sport marketers want their team’s
games to be broadcast.
c.
Discuss the relationship between sports and television.
d.
Explain television broadcast arrangements used by sport
marketers.
e.
Describe radio-broadcast arrangements used by sport
marketers.
f.
Identify ways that sport marketers can use digital
technology.
PR:276
Describe mobile
marketing tactics
No LAP
a. Define the term mobile marketing (e.g., use of a mobile medium
for marketing communications).
b. Identify types of devices used for mobile marketing.
c. Discuss reasons for the growth of mobile marketing.
d. Describe types of tactics used for mobile marketing (e.g., SMS
[text messaging], MMS [multimedia messaging services], mobile
web banner, mobile web poster, mobile videos, mobile
advergaming, web sites, location-based services, QR codes,
mobile search, mobile apps, mobile redemption, referral
rewards).
e. Explain the advantages/disadvantages associated with mobile
marketing.
f. Discuss privacy issues associated with mobile marketing.
PR:299
Discuss the use of
search-engine
optimization
strategies
No LAP
PR:163
Write content for use
on the website
No LAP
a. Explain the purpose of search engines.
b. Discuss the significance of relevance and importance
(popularity) in search-engine results.
c. Describe the importance of being listed at or near the top of
search-engine results (e.g., greater company visibility, higher
levels of website traffic, more customer trust in
company’s/website’s value/importance).
d. Explain limitations associated with search engines.
e. Discuss reasons that web pages fail to be displayed in searchengine results.
f. Describe the importance of link-building to search-engine
optimization results.
g. Identify examples of link-building strategies.
a. Describe characteristics of effective website content.
e. Explain components of website copy.
f. Describe the importance of chunking website copy.
g. Write content for use on the website.
PR:179
Develop a direct mail
offer for sport/event
products
No LAP
a. Explain characteristics of effective direct response mechanisms.
b. Identify legal considerations in developing a direct mail offer for
sport/event products.
c. Demonstrate procedures for developing a direct mail-order for
sport/event products.
Page 7 of 13
PR:122
Write direct-mail
letters
No LAP
3.06 Understand the
use of direct marketing
to attract attention and
to build brand.
(PR:165)
PR:165
Explain the nature of
e-mail marketing
tactics
No LAP
3.07 Develop content
for use in marketing
communications to
create interest in
product/business/idea.
(PR:362), (PR:166)
PR:362
Write e-mail marketing
copy No LAP
PR:166
Execute targeted emails No LAP
3.08 Manage media
planning and
placement to enhance
return on marketing
investment. (PR:180),
(PR:009), (PR:010),
(PR:181), (PR:104)
PR:180 Determine
advertising reach of
sport/event media
No LAP
a.
Explain benefits of using direct-mail letters.
b.
Discuss objectives of direct-mail letters.
c.
Describe direct-mail format.
d.
Explain strategies for creating effective direct-mail copy.
e.
Demonstrate procedures for writing direct-mail letters.
a. Define the term e-mail marketing.
b. Explain how e-mail marketing aids in meeting a business’s
objectives.
c. Describe types of e-mail marketing.
d. Discuss common uses of e-mail marketing.
e. Identify benefits of using e-mail marketing.
f. Describe challenges associated with using e-mail marketing.
g. Explain the difference between text and HTML messages.
h. Explain the capabilities of e-mail.
a. Discuss the need for consistency in the “From Line” of an email.
b. Explain characteristics of effective “Subject” lines in emails.
c. Describe how to write “Subject” lines that avoid spam filters in
emails.
d. Explain the characteristics of effective email signatures.
e. Explain the effective use of testimonials in email marketing copy.
f. Describe the importance of the call-to-action in email marketing
copy.
g. Demonstrate how to write email marketing copy.
a. Explain considerations for effective e-mail marketing (e.g.,
content of message, recipients of message, format of message,
links, safety/ security, consistency of quality, timing, and
distribution methods).
b. Distinguish among plain text, HTML, and rich media e-mails.
c. Describe legal considerations in executing targeted e-mails.
d. Demonstrate procedures for executing targeted e-mails.
a. Distinguish between advertising reach and frequency.
b. Identify sources of information that provide reach data.
c. Discuss the importance of reach to sport/event media.
d. Explain how to calculate advertising reach.
e. Demonstrate procedures for determining advertising reach of
sport/event media.
Page 8 of 13
PR:009
Calculate media costs
No LAP
a. Define the following terms: primary circulation, secondary
circulation, position preferences, zoning, flat rates, sliding-scale
rates, combination rates, delivered circulation, guaranteed
circulation, bleed pages, gatefolds, spreads, partial runs, split-run,
selective binding, rating, gross rating points, run-of-schedule air
time, painted bulletins, poster panels, spectaculars, direct mail,
shared mail, cost per thousand (CPM), cost per gross rating point
(CPRP), banner ads, and clickthroughs.
b. Describe factors affecting the cost of newspaper advertising rates.
c. Explain advertising rates in newspapers.
d. Explain factors affecting the cost of magazine advertising rates.
e. Discuss discounts that affect advertising rates in newspapers.
f. Explain factors affecting television advertising rates.
g. Identify factors that impact the audience space and composition
of television audiences.
h. Explain how television ad rates are determined.
i. Discuss how radio ad rates are determined.
j. Describe factors affecting out-of-home media advertising rates.
k. Identify factors affecting direct mail advertising rates.
l. Read and determine advertising rates using a rate card.
m. Distinguish between absolute and relative cost of media.
n. Explain the process for determining the cost effectiveness of
media vehicles.
o. Discuss techniques for calculating Internet advertising rates.
p. Calculate the costs of advertising in media vehicles.
PR:010
Select advertising
media
No LAP
a. Describe the importance of selecting appropriate advertising
media.
b. Discuss situational factors affecting the selection of advertising
media.
c. Describe media factors that affect the selection of advertising
media.
d. Describe media-scheduling strategies.
e. Explain procedures for selecting appropriate advertising media.
f. Demonstrate use of procedures in selecting appropriate
advertising media.
PR:181
Choose appropriate
media vehicles for
sport/event (i.e.,
specific newspapers,
magazines,
radio/television
stations/shows, etc.)
No LAP
a. Contrast demographic matching with direct matching.
b. Describe factors that are considered when making media-vehicle
choices (e.g., vehicle’s environment, competing ads in vehicle,
vehicle’s timing, impact scheduling, ad units).
c. Explain techniques for quantifying qualitative media-vehicle
choice factors.
d. Discuss the selection phases associated with choosing media
vehicles.
e. Explain the need for duplication of exposures.
f. Describe types of duplication of exposure (i.e., within vehicle and
between vehicle).
g. Discuss general rules of media schedule implementation (i.e.,
reach rule, frequency rule, and rule of frequency and reach).
h. Explain the relationship between the general rules of media
schedule implementation and reach patterns.
i. Apply media selection phases to choose appropriate media
vehicles for sport/event.
Page 9 of 13
PR:104
Buy ad space/time
No LAP
4.01 Employ sales
processes and
techniques to enhance
customer relationships
and to increase the
likelihood of making
sales. (SE:318)
4.02 Employ salespromotion activities to
inform or remind
customers of
business/product.
(PR:192)
SE:318
Sell advertising space
in printed and
electronic materials
(e.g., program,
yearbook, media
guide, fan guide, team
photo cards, Internet,
etc.)
No LAP
PR:192
Maximize/Capitalize
on celebrity’s
appearance at event
No LAP
a. Identify factors to consider in buying advertisements (size,
frequency, schedule, image—screens, bleeds, colors, graphics).
b. Describe methods of getting advertisements produced.
c. Explain procedures for placing an advertisement in a medium.
d. Demonstrate procedures for buying advertisements.
a. Explain why advertising space is sold in sport/event materials.
b. Identify sport/event materials in which advertising space could
be sold.
c. Describe appeals that could be used in selling ad space in
sport/event materials.
d. Demonstrate procedures for selling advertising space in printed
and electronic sport/event materials.
a.
b.
c.
d.
e.
f.
g.
h.
4.03 Utilize publicity to
inform stakeholders of
business activities.
(PR:057), (PR:182),
(PR:183), (PR:184),
(PR:185), (PR:186)
PR:057
Write a press release
No LAP
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
PR:182
Develop and generate
sport/event newsletter
No LAP
Identify reasons that sport/event marketers use celebrity
appearances.
Discuss occasions when sport/event marketers can effectively
use celebrity appearances.
Discuss the importance of matching the celebrity with the event.
Explain ways to minimize costs associated with celebrity
appearances.
Discuss the importance of understanding a celebrity’s contract
and rider.
Describe the purpose of a rider.
Identify techniques that a sport/event marketer can use to
maximize/ capitalize on a celebrity appearance.
Demonstrate procedures for maximizing/capitalizing on a
celebrity appearance.
Define the following terms: press releases, hard news, soft
news, captioned photograph.
Identify subjects addressed in press releases.
Explain who is responsible for writing press releases for
sports/events.
Distinguish between hard news and soft news.
Explain purposes of press releases.
Discuss types of press releases used in sport marketing (e.g.,
game advance, hometown release, news release).
Describe techniques for catching an editor’s attention to get a
press release presented.
Discuss guidelines to follow when preparing to write a press
release.
Describe techniques for creating professional-looking press
releases.
Explain procedures for writing the body of the release.
Write a press release for a sport/event activity.
a.
Identify objectives of newsletters.
b.
Explain types of newsletters.
c.
Discuss considerations in deciding whether to offer a
sport/event newsletter.
d.
Describe challenges to developing effective sport/event
newsletters.
e.
Explain the role of advertising in newsletters.
f.
Discuss considerations in developing an effective
newsletter.
g.
Demonstrate procedures for developing and generating a
sport/event newsletter.
Page 10 of 13
4.04 Employ salespromotion activities to
inform or remind
customers of
business/product.
(PR:142), (PR:191)
PR:183
Explain media
relations in the
sport/event industries
No LAP
a. Define the term media relations.
b. Explain the relationship between public relations and media
relations.
c. Discuss the importance of media relations to the sport/event
industry.
d. Categorize media relations approaches (i.e., reactive, proactive,
interactive).
e. Identify challenges associated with media relations in the
sport/event industry.
f. Identify job titles of media representatives frequently
encountered in the sport/event industry (e.g., beat writers,
columnists, wire service reporters, television news crews,
television game broadcasters, radio/radio game broadcasters,
and photographers).
g. Describe the responsibilities of media representatives frequently
encountered in the sport/event industry.
h. Discuss appropriate information for sport/event marketers to
provide media.
i. Describe tools used by sport/event marketers to communicate
with the media.
j.
Explain the nature of media communications during a crisis
situation.
PR:184
Develop a media guide
No LAP
a. Define the term media guide.
b. Explain the uses of a sport media guide.
c. Describe considerations in developing a sport media guide (e.g.,
budget, advertising, written consent, photographs, art/graphics,
page design, printing, etc.).
d. Discuss components often found in sport media guide.
e. Demonstrate procedures for developing a media guide.
PR:185
Cultivate media
relationship
No LAP
a. Explain the importance of establishing and cultivating a
relationship with the media.
b. Discuss challenges associated with establishing and cultivating
media relationships.
c. Describe techniques for establishing and cultivating a
relationship with the media.
d. Demonstrate procedures for establishing and cultivating a
relationship with the media.
PR:186
Plan a media day
No LAP
a.
b.
c.
d.
PR:142
Design program for
event
No LAP
PR:191
Create and issue
script for game-day
promotions
No LAP
e.
a.
b.
c.
d.
e.
f.
Explain the use of media days.
Identify the components usually found in a media-day plan.
Discuss the importance of site-selection in media-day plans.
Describe materials that should be provided the media on media
day.
Demonstrate procedures for planning a media day.
Explain the purposes of an event program.
Describe considerations in developing an event program.
Identify technology useful in developing an event program.
Discuss the importance of the program’s layout.
Describe the components of an event program.
Demonstrate procedures for designing a program for an event.
a. Define the term script.
b. Explain the importance of creating and issuing script for gameday promotions.
c. Describe components often found in scripts for game-day
promotions.
d. Discuss how a script is used for game-day promotions.
e. Demonstrate procedures for creating and issuing script for
game-day promotions.
Page 11 of 13
4.05 Position company
to acquire desired
business image.
(PM:144)
4.06 Employ salespromotion activities to
inform or remind
customers of
business/product.
(PR:189), (PR:190)
PM:144
Identify elements that
enhance venue
attractiveness
(facility—accessibility,
trade area/drawing
radius, parking;
surrounding area—
design/layout,
amenities, personnel,
sense of security)
No LAP
PR:189
Explain venue signage
No LAP
PR:190
Select event signage
No LAP
4.07 Develop a
foundational knowledge
of pricing to understand
its role in marketing.
(PI:047), (PI:048)
PI:047
Identify factors
affecting pricing of
sport/event products
(lead time, market
demand, market
segmentation,
smoothing,
responding to
competitors)
PI LAP 7
PI:048
Describe pricing
issues associated with
sport/event products
(cost, value,
objectives)
No LAP
a. Identify elements that contribute to venue attractiveness.
b. Explain ways that the facility contributes to venue attractiveness:
c. Discuss ways that design/layout contribute to venue
attractiveness.
d. Describe ways that amenities contribute to venue attractiveness.
e. Explain how personnel contribute to venue attractiveness.
f. Describe the role that a sense of security plays in enhancing
venue attractiveness.
g. Discuss the importance of venue attractiveness to overall event
success.
a. Explain purposes of venue signage.
b. Discuss the message conveyed by signage.
c. Describe types of venue signage (e.g., banners, dasherboards,
floor graphics, sideline billboards, back drops, a-frames, virtual,
electronic message boards, posters, rotational courtside
messages, logo placement, etc.).
a. Explain factors to consider when selecting venue signage.
b. Identify locations for promotional and sponsors’ signage (e.g.,
scoreboard, video board, table, sideline, tents, on-court/field,
street poles, racing cars, golfers’ equipment/attire, etc.) at
venues.
c. Discuss the need for creative placement of venue signage.
d. Explain regulations associated with venue signage.
e. Demonstrate procedures for selecting venue signage.
a. Identify factors that affect the pricing of sport/event products.
b. Explain how lead time can affect sport/event pricing.
c. Discuss how market demand affects sport/event pricing.
d. Describe the impact of market segmentation on sport/event
pricing.
e. Explain how responding to competitors affect sport/event pricing.
f. Discuss how smoothing impacts sport/event pricing.
a. Define the sport/event marketing terms deadwood, digging,
scaling the house
b. Explain reasons for variation in ticket prices in the sport/event
industries (e.g., seat location, performance date, discounts to
different markets, ticket bundling, seasonality, availability of
complementary goods, resale legislation, etc.).
c. Discuss why promoters use the pricing policy of scaling the
house.
d. Explain the relationship between cost and sport/event product
pricing.
e. Describe how value is a pricing issue associated with
sport/event products.
f. Explain how objectives are a pricing issue associated with
sport/event products.
Page 12 of 13
4.08 Employ salespromotion activities to
inform or remind
customers of
business/product.
(PR:187), (PR:188)
4.09 Perform pre-sales
activities to facilitate
sales presentation.
(SE:315), (SE:067)
4.10 Employ sales
processes and
techniques to enhance
customer relationships
and to increase the
likelihood of making
sales. (SE:316),
(SE:317)
PR:187
Identify “out-of-thebox” sales promotion
ideas for
sports/events
PR LAP 18
a. Explain reasons for using “out-of-the-box” sales promotion ideas
for sports/events.
b. Identify sources useful in providing “out-of-the-box” sales
promotion ideas.
c. Describe considerations in developing “out-of-the-box” sales
promotion ideas.
d. Discuss techniques for generating “out-of-the-box” sales
promotion ideas.
e. Demonstrate procedures for identifying “out-of-the-box” sales
promotion ideas for sports/events.
PR:188
Implement ticket sales
campaign (Internet,
contests/giveaways,
pre-promotion of
campaign, video
scoreboard
announcements,
sports/sponsorship
partnerships)
No LAP
SE:315
Identify sales
methodologies used
in sport/event
marketing
No LAP
a. Describe considerations in implementing ticket sales campaigns.
b. Explain how technology is used in implementing ticket sales
campaigns.
c. Identify techniques/strategies for implementing ticket sales
campaigns.
d. Discuss reasons for coding promotional pieces.
e. Explain the reason for creating a theme for ticket-sales
campaigns.
f. Demonstrate procedures for implementing a ticket sales
campaign.
SE:067
Prepare sales
presentation
No LAP
a. Identify reasons for preparing for a sales presentation.
b. Identify factors about the customer/client/fan that should be
determined prior to making a sales presentation.
c. Describe preparation needed for sales presentations.
d. Identify factors that affect the preparation needed for sales
presentations.
e. Describe ways to prepare for a sales presentation.
f. Create a tentative sales presentation.
g. Explain how to ask for a sales-presentation appointment.
h. Demonstrate procedures for preparing for a sales presentation.
a. Describe the importance of establishing relationships with
customers/clients during the initial contact with them
b. Explain techniques for establishing relationships with
customers/clients during the initial contact with them.
c. Identify factors affecting the choice of techniques to use in
establishing relationships with customers/clients during initial
contact.
d. Describe characteristics off effective sales openings.
e. Explain procedures for establishing relationships with
customers/clients during initial contacts.
f. Demonstrate how to establish relationships with
customers/clients during the initial contact with them.
SE:316
Establish relationship
with sport/event
clients/customers/fans
No LAP
SE:317
Sell tickets (ticket
plans, new season,
etc.)
a. Identify situations in which sport/event sales methodologies
would be used.
b. Describe the use of personal selling in sport/event marketing.
c. Discuss the use of telemarketing in sport/event marketing.
d. Explain the use of the Internet as a sales medium in sport/event
marketing.
e. Identify advantages/disadvantages associated with sales
methodologies.
a.
b.
c.
d.
Describe types of ticket plans that are often sold.
Discuss the selling process to use when selling tickets.
Identify appropriate selling techniques for use with ticket sales.
Explain factors affecting the selection of selling techniques to
use for ticket sales.
e. Demonstrate procedures for selling tickets.
Prepared by Lisa Cline12/19/12
Page 13 of 13