Chapter 9: Sports Marketing Plan &

CareersMarketing 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 briefly addresses each topic and provides

explanation of the costs involved.o 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 Internal factors- involves the company, its

target marketing, current performance, and financial resources.

o 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

evaluate it) Contain a time frame (when the objective

has to be reached)

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 Goal = customer satisfactiono point-of-differenceo target marketso Marketing Mix- Product, Price, Place,

Promotion

II. Elements of a Marketing Plan

● Implementation- pulling the marketing plan into action.o Who is responsible for what?o Cost of each activity.o When will each part be executed?o 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, brand-name 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) Women’s

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.