Download SEM Chap 15

Chapter 15
Scoring A Career
15.1 Choosing and Preparing for a
Career
15.2 Student Professional
Organizations
15.3 Continued Professional
Development
Sports and Entertainment Marketing
© Thomson/South-Western
Winning Strategies
From Intern to Sports Anchor
 Internships offer an inside track to entrylevel positions.
 Competition for jobs in sports broadcasting
is fierce.
 Many TV sports anchors work several
years in small markets for small paychecks.
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Lesson 15.1
Choosing and Preparing for a
Career
Goals
 Describe the wide range of careers
available in sports and entertainment
marketing.
 Explain the skills needed and ways to
prepare for a career in sports and
entertainment marketing.
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Terms
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Occupational Outlook Handbook
public relations specialist
marketing manager
jargon
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A WIDE WORLD OF CAREERS
Two Roads to Success
 There are two general categories of
sports marketing opportunities.
 management activities
 technical services
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Marketing Jobs
 Occupational Outlook Handbook
 a Bureau of Labor Statistics publication that
provides an excellent overview of marketingrelated jobs
 Through 2010, among the fastest growing
opportunities in the nation are:
 marketers
 advertisers
 public-relations specialists
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 public relations specialist
 an individual hired to build and maintain
positive relationships between his or her
employer and the public
 marketing manager
 the person who drives the creative
development of the company’s messages
about its products to its target customers
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 promotions managers
 plan and coordinate game day activities to
attract fans and commit sponsors to finance
events
 agents
 represent athletes and celebrities to
negotiate contracts and endorsements
 directors of corporate sales
 work to establish partnerships with
businesses for sponsorship of sports and
entertainment events
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 ticket operations directors
 responsible for filling stadium and arena
seats
 market researchers
 conduct surveys to gather research on
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sports trends
team statistics
sports associations
sports retailers
manufacturers
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Compensation for Sports and
Entertainment Marketing
Positions
 entry-level marketer
 $30,000 per year
 experienced marketer
 $75,000 annually
 marketers with prominent roles
 $150,000 or more per year
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 List five careers related to sports and
entertainment marketing.
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GETTING THERE FROM HERE
Narrow Your Choices
 decide specifically what you want to do
 research the required skills for the position
 learn what jobs exist in your area of
interest
 research companies that employ
individuals in your area of interest
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Skill Requirements
 skills required of marketing employees
include
 math
 communications
 interpersonal skills
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 marketing media opportunities include:
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print
radio
television
the Internet
 jargon
 language that relates to a specific area
 makes communication more concise
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Old-Fashioned Hard Work
 Drive, persistence, and hard work are
fundamental to a successful career.
 Tenacity can yield results.
 A willingness to start with basic tasks
and work up to more complex tasks is
important.
 Unpaid internships can lead to full-time
employment.
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 What are the top skills needed in
marketing careers?
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Lesson 15.2
Student Professional
Organizations
Goals
 List and describe three national student
professional organizations.
 Explain the benefits of involvement in
student professional organizations.
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Terms
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professional organizations
networking
student professional organizations
leadership
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THE VALUE OF NETWORKING
 professional organizations
 associations for professionals of the same
or similar industries formed for continuing
education and networking
 networking
 involves associating with other
professionals for the benefit of sharing
best practices
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Get Involved Early
 Involvement in professional
organizations can facilitate obtaining a
position through networking.
 student professional organizations
 offer great professional development
conferences and healthy competition
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DECA
 DECA is an international association of
students, teachers, and administrators
whose objective is to strengthen
marketing and management skills.
 DECA is committed to:
 supporting marketing education
 increasing and maintaining business and
education partnerships
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 To enhance students’ learning
experience, DECA sponsors:
 training conferences
 publications
 competitive events
 Many of today’s business leaders were
involved with DECA as students.
 DECA involvement provides networking
opportunities.
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FBLA
 FBLA is a nonprofit educational association of
students preparing for careers in business and
business-related fields.
 The mission of FBLA
 to bring business and education together in a
positive working relationship through innovative
leadership and career development programs
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BPA
 BPA is a student organization that
educates students about working
effectively in an office setting and in
other business situations.
 BPA offers a wide range of professional
development opportunities.
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Corporate Support
 DECA, FBLA, and BPA enjoy the
support and/or endorsement of major
corporations.
 Corporations know the skills that are
needed by future employees.
 can help plan the training of future
employees
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 List three student professional
organizations that foster leadership
development and networking
opportunities.
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GETTING THE MOST FROM
MEMBERSHIP
 The benefits of joining a student
organization increase with active
involvement.
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Leadership
 leadership
 the ability to influence or encourage others
to accomplish organizational goals
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Professional Memberships
After Landing the Career
 Business leaders take active roles in
their communities, religious institutions
and professional organizations.
 provides a broader picture of the world
 facilitates networking
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 Why is it important for business leaders
to become actively involved in
community and professional
organizations after they have landed a
great career?
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Lesson 15.3
Continued Professional
Development
Goals
 Explain the need for continuous
professional development.
 Give examples of professional
development opportunities.
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Terms
 professional development
 mentor
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CONTINUING EDUCATION
CONFERENCES
 professional development
 includes all meetings, courses, networking
opportunities, and seminars that improve
an individual’s knowledge and
performance in his or her career area
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Costs
 Professional development conferences
can be very expensive.
 Employers may pay for attendance at
conferences.
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Topics
 Topics at professional conferences may
include
 industry trends
 new products and services
 new rules and regulations
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Getting Away
 National conferences are frequently
held in cities noted for tourism.
 A change in scenery helps participants
focus on new ideas with a fresh
perspective.
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 Why is continuing education important
for all career fields?
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BOOT CAMPS AND
ACADEMIES
The AMA Marketing Boot Camp
 Major topics covered include
 What Marketing Is Not and What It Is
 How Marketing Works
 A Demonstration of the Marketing Process
Case Study
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 Analyzing Marketing Opportunities and
Selecting Markets to Serve
 Differentiating Yourself from Competitors
 Organizing, Implementing, and Evaluating
Marketing Plans
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NCAA Men’s Coaches
Academy
 The Men’s Coaches Academy consists
of three programs
 Advanced Coaching Program
 Expert Coaching Program
 Executive Coaching Program
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The Best Never Stop Growing
Professionally
 mentor
 an experienced professional who willingly
acts as a role model
 provides
 guidance
 encouragement
 training
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 Hot Topic Series
 One-day seminars
 focus on today’s news and tomorrow’s
trends
 Many professional organizations and
universities offer professional
development courses.
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 What are the functions of a mentor?
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PERFORMANCE INDICATORS
EVALUATED
 Define brand management and why it is
important for major companies.
 Explain the rationale for conducting
research.
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 Define the procedure for learning about the
entire market and competitors.
 Explain how the results of the research
project will influence brand management
decisions.
 Communicate a clear plan of action for
implementing research findings.
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THINK CRITICALLY
1. Why do popular companies conduct
research on their competitors?
2. What groups should be surveyed to
ensure you meet the goals of this brand
recognition project?
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3. What types of research can be used to
gather the necessary information for
this project?
4. Why is it important to interview a wide
range of sports leaders to determine
the favored brands in the
marketplace?
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