| (a) General requirements. This course is recommended
for students in Grades 9-12. Recommended prerequisite: Principles
of Business, Marketing, and Finance. Students shall be awarded one-half
credit for successful completion of this course.
(b) Introduction.
(1) Career and technical education instruction provides
content aligned with challenging academic standards and relevant technical
knowledge and skills for students to further their education and succeed
in current or emerging professions.
(2) The Marketing Career Cluster focuses on planning,
managing, and performing marketing activities to reach organizational
objectives.
(3) Sports and Entertainment Marketing will provide
students with a thorough understanding of the marketing concepts and
theories that apply to sports and entertainment. The areas this course
will cover include basic marketing concepts, publicity, sponsorship,
endorsements, licensing, branding, event marketing, promotions, and
sports and entertainment marketing strategies.
(4) Students are encouraged to participate in extended
learning experiences such as career and technical student organizations
and other leadership or extracurricular organizations.
(5) Statements that contain the word "including" reference
content that must be mastered, while those containing the phrase "such
as" are intended as possible illustrative examples.
(c) Knowledge and skills.
(1) The student demonstrates professional standards/employability
skills as required by business and industry. The student is expected
to:
(A) communicate effectively with others using speaking,
listening, and writing skills;
(B) demonstrate collaboration skills through teamwork;
(C) demonstrate professionalism by conducting oneself
in a manner appropriate for the profession and workplace;
(D) demonstrate a positive, productive work ethic by
performing assigned tasks as directed;
(E) show integrity by choosing the ethical course of
action and complying with all applicable rules, laws, and regulations;
(F) demonstrate time-management skills such as prioritizing
tasks, following schedules, and tending to goal-relevant activities
in ways that use time wisely and optimize efficiency and results;
and
(G) demonstrate leadership skills by participating
in activities such as career and technical education student organizations.
(2) The student knows business concepts and explains
how business satisfies economic needs. The student is expected to:
(A) categorize business activities such as production,
marketing, management, or finance;
(B) analyze the interdependence each business activity
has with marketing;
(C) demonstrate an understanding of the forms of business;
and
(D) demonstrate an understanding of the concept of
economic impact.
(3) The student knows the importance of marketing as
well as the functions of marketing. The student is expected to:
(A) explain the marketing concept as it relates to
sports and entertainment;
(B) describe each marketing function and how it relates
to sports and entertainment;
(C) explain how each component of the marketing mix
contributes to successful marketing;
(D) express the importance of target markets;
(E) describe advantages and disadvantages of market
segmentation and mass marketing;
(F) explain the importance of market research and analysis;
(G) illustrate the concept of positioning; and
(H) describe how international marketing has affected
the sports and entertainment industry.
(4) The student knows that distribution channel members
facilitate the movement of products. The student is expected to:
(A) explain channels of distribution for sports and
entertainment marketing products; and
(B) describe activities of each channel member.
(5) The student knows how sports and entertainment
businesses achieve profitability. The student is expected to:
(A) evaluate sources of financial information, including
budgets, balance sheets, and income statements;
(B) explain the concept and importance of revenue streams;
and
(C) explain the relationship of profit and loss to
sports and entertainment products.
(6) The student knows the marketing-information system.
The student is expected to:
(A) use a marketing-information system to make informed
business decisions; and
(B) analyze data used to make accurate forecasts and
informed business decisions.
(7) The student knows pricing strategies. The student
is expected to:
(A) compare and contrast pricing strategies; and
(B) analyze the price of sports and entertainment marketing
products.
(8) The student knows the elements and processes of
product planning. The student is expected to:
(A) describe stages of new-product planning;
(B) illustrate the product mix; and
(C) identify stages of the product life cycle for new
or existing sports or entertainment marketing products.
(9) The student knows that successful marketers must
develop, implement, and evaluate a promotional plan. The student is
expected to:
(A) identify, create, and demonstrate elements of the
promotional mix; and
(B) analyze a promotional plan for effectiveness.
(10) The student knows that various types of risks
impact business activities. The student is expected to:
(A) identify business risks that are commonly associated
with sports and entertainment business; and
(B) explain methods a sports and entertainment business
uses to control risks.
(11) The student identifies the role of selling and
emphasizes its importance in a sports and entertainment business.
The student is expected to:
(A) explain how selling contributes to economic activity;
(B) describe the process of selecting and merchandising
sports and entertainment products;
(C) demonstrate steps in the selling process using
sports and entertainment products;
(D) explain the importance of ticket sales; and
(E) develop a ticket sales strategy for a sports and
entertainment product.
(12) The student identifies the nature and scope of
sports and entertainment marketing. The student is expected to:
(A) research and explain the history of sports and
entertainment as an industry and how it impacts today's marketplace;
(B) identify sports and entertainment marketing terms;
(C) list major environmental influences on sports and
entertainment demand;
(D) define sports marketing and entertainment marketing;
(E) explain topics, including legislation and ethics,
that impact sports and entertainment marketing;
(F) research trends and emerging technologies affecting
the sports and entertainment marketing industry; and
(G) explain the concept of competition for discretionary
income.
(13) The student knows that a career in sports and
entertainment marketing requires knowledge of demographics. The student
is expected to:
(A) explore how the use of demographics has influenced
the industry; and
(B) differentiate between buying habits and buying
preferences.
(14) The student knows that a career in sports and
entertainment marketing requires knowledge of the industry. The student
is expected to:
(A) research careers in the sports and entertainment
marketing industry;
(B) list and describe businesses related to sports
and entertainment; and
(C) distinguish between the different roles in sports
and entertainment marketing.
(15) The student identifies reasons a sports and entertainment
business would use marketing. The student will be expected to:
(A) describe and simulate activities to market a sports
and entertainment product;
(B) understand why sports and entertainment businesses
use marketing;
(C) understand the importance of and key components
of a marketing plan;
(D) explain and give examples of marketing using sports
and entertainment; and
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