| (E) explain and give examples of marketing of sports
and entertainment.
(16) The student understands the impact event marketing
has on the sports and entertainment industry The student is expected
to:
(A) define event marketing;
(B) explain and provide examples of how event marketing
attracts all three components of the event triangle (event, sponsor,
and spectator); and
(C) develop an effective event marketing strategy for
a sports and entertainment product.
(17) The student has an understanding of sponsorship
proposals and contracts. The student is expected to:
(A) identify components and content for a sponsorship
proposal;
(B) define and explain sponsorship issues;
(C) categorize costs associated with a sponsorship;
(D) identify types of sponsorship sales and relationship
development;
(E) examine benefits of sponsorship opportunities;
and
(F) explain laws that may affect a sponsorship agreement.
(18) The student has an understanding of endorsement
contracts. The student is expected to:
(A) identify components of endorsement contracts;
(B) discuss issues related to celebrity behavior on
endorsements; and
(C) research the rationale for a business to engage
in endorsement contracts.
(19) The student understands the importance of branding.
The student is expected to:
(A) define branding;
(B) differentiate between types of brands;
(C) identify examples of brand equity and brand extension
in sports and entertainment;
(D) explain the value in building a strong brand; and
(E) determine the characteristics of a successful brand.
(20) The student understands the importance of licensing.
The student is expected to:
(A) define licensing;
(B) distinguish between licensor and licensee;
(C) explain the advantages and disadvantages of licensing;
and
(D) identify examples of licensing in sports and entertainment.
(21) The student knows the effect the fan experience
has on the success of a sports business. The student is expected to:
(A) explain how promoting and implementing a positive
fan experience impacts revenues;
(B) describe situations that impact the fan experience;
(C) describe the concept of the fan/spectator experience;
(D) define the term game operations;
(E) explain the role of game entertainment in the sports
business;
(F) define game attractiveness;
(G) identify game involvement activities that enhance
fan experience; and
(H) create a game operations plan to increase game
attractiveness.
(22) The student understands the importance of effectively
communicating information with customers, media, and fans. The student
is expected to:
(A) explain why communications in sports and entertainment
are important;
(B) understand issues that impact the business of sports
and entertainment;
(C) define media;
(D) understand the importance of media rights;
(E) define publicity;
(F) differentiate between publicity, public relations,
media relations, and community relations;
(G) create a press release;
(H) create a press kit; and
(I) simulate a press conference.
(23) The student understands the strategies of successful
entertainment marketing. The student is expected to:
(A) discuss the different kinds of entertainment distribution;
(B) identify strategies to market entertainment products;
and
(C) explain the promotional value of entertainment
awards.
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