Chapter 9: Sports Marketing Plan & Careers Marketing Principles Learning Targets: I can explain the purpose and function of a marketing plan. I can identify each element found in a marketing plan. I can identify different career and employment opportunities in sports marketing.
Section 9-1: The Marketing Plan I. Why Write a Marketing Plan? Marketing Plan a written document that provides directions for the marketing activities of a company for a specific period of time. o Communicates the following:
Goals, Objectives, and Strategies II. Elements of a Marketing Plan Executive Summary- an overview of the entire marketing plan. o o briefly addresses each topic and provides explanation of the costs involved. provides information to people outside the organization, especially investors.
II. Elements of a Marketing Plan Situation Analysis- a study of the internal and external factors that impact a marketing plan. o o Internal factors- involves the company, its target marketing, current performance, and financial resources.
External factors- competitive, political, economic, regulatory, legal, technological, cultural, and industry trends. II. Elements of a Marketing Plan Situation Analysis continued o SWOT Analysis- study of four factors: Strengths, Weaknesses, Opportunities, and Threats. See the graphic in your notes.
II. Elements of a Marketing Plan Objectives- let everyone know what needs to be accomplished by the marketing plan. o The objective must: Be Simple (easy to understand) Be Specific (one topic addressed per objective) Be Reasonable (realistic and achievable)
Be Measurable (includes a away to II. Elements of a Marketing Plan Marketing Strategies- a method that identifies target markets to make marketing-mix decisions that focus on those target markets. o o o o
Goal = customer satisfaction point-of-difference target markets Marketing Mix- Product, Price, Place, Promotion II. Elements of a Marketing Plan Implementation- pulling the marketing plan into action. o o o
o Who is responsible for what? Cost of each activity. When will each part be executed? Develop an organizational outline with schedule of activities, jobs, budget, and details of activities. II. Elements of a Marketing Plan Evaluation and Control o
(evaluation)review data, market share, brandname recall, or any other area from the marketing plan objectives. o (control) take action to reduce the gap between planned and actual performance. III. A Sample Marketing Plan
Executive Summary Situation Analysis Marketing Goals/Objectives Marketing Strategies Implementation Evaluation and Control o Pg. 196-198
Section 9-2: Sports Marketing Careers I. Overview of Sports Careers Sports industry includes: sporting-goods companies professional, college, and amateur sports teams and leagues sports associations and organizations all media sports venues
sports agencies fitness and recreation businesses special sports events I. Overview of Sports Careers You do not have to be an athlete to work in the sports industry. Businesses in the sports industry need the following personnel: advertising promotions public relations sales finance operations
administration technology specialist writers lawyers accountants II. Sports Marketing Job Descriptions Sporting Goods Sold in both retail outlets & wholesale outlets. Manufactures, wholesalers, and retailers hire: salespeople- gets the product out on the market technical representatives- go to stores to train salespeople
Sporting-goods Manufacturers: Nike, Reebok, Adidas, Wilson, Taylor Made Sporting-goods Retailers: Sports Authority, Champs, and Footlocker Large sporting-goods and retail chains have their own marketing department: copywriters, artists, media specialists, customer-service representatives, and public relations. II. Sports Marketing Job Descriptions Professional and Collegiate Sports Job titles include:
Season-ticket sales representative Ticket services manager Inside-sales associate Corporate/ticket sales personnel Account executive Group-sales manager Marketing coordinator Director of marketing Director of communications Director of marketing, communications, and promotions II. Sports Marketing Job Descriptions
Sports Associations and Organizations Major League Baseball (MBA) National Basketball Association (NBA) Womens National Basketball Association (WNBA) National Football League (NFL) National Hockey League (NHL) Major League Soccer (MLS) National Association for Stock Car Auto Racing (NASCAR) Professional Golfers Association (PGA) II. Sports Marketing Job Descriptions
Government College conferences- NCAA AAU, Little League, Special Olympics- local and national organization branches Professional Athletes have their own associations. Provides opportunities for jobs: MLBPA (Major League Baseball Players Association) NFLPA-NFL Players Inc (National Football League Players Association) NBPA (National Basketball Players Association) NHLPA (National Hockey League Players Association) II. Sports Marketing Job
Descriptions Broadcast, Online, and Print Media Media coverage and treatment of sports are very extensive in the U.S. ESPN: magazine, radio stations, tv stations, and a web-site. Marketing writers- info about teams, events, player statistics, and organizations. Sales personnel- selling advertising space or time. Sports journalist, announcer, copywriter- excellent communication skills. II. Sports Marketing Job
Descriptions Sports Venues facilities or locations, such as stadiums, arenas, or golf courses, where sporting events take place. Logistics of each event are handled by staff who manage: Ticket collection, security, maintenance, parking, vendors, and concessions. Sports Agencies organizations that specialize in marketing and managing sports events, sports teams, and professional athletes.
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