The Marketing Plan

Sports Marketing Careers

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Chapter Objectives

Explain the purpose and function of a marketing plan.

Identify each element found in a marketing plan.

Discuss the diversity of career and employment opportunities in sports marketing.

Identify different career and employment opportunities in sports marketing.

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Why Write a Marketing Plan?

A marketing plan communicates the goals, objectives, and strategies of a company to its employees.

marketing plan a written document that provides direction for the marketing activities for a specific period of time

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Some marketing plans are prepared to obtain financing from outside investors for a new venture.

Elements of a Marketing Plan

The six basic elements, or sections, found in marketing plans are:

executive summary an overview of the entire marketing plan

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Executive summary

continued

Situation analysis– SWOT analysis

situation analysis a study of the internal and external factors that impact a marketing plan

SWOT analysis a study of strengths, weaknesses, opportunities, and threatsMarketing

goals/objectives

Elements of a Marketing Plan

marketing strategy a method that identifies target markets to make marketing-mix decisions that focus on those target markets

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Marketing strategies– Target markets– The marketing mix

Implementation

Evaluation and controlimplementation putting the marketing plan into action

SWOT Analysis

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S

W

O

T

StrengthsQualities that give a business a competitive advantage

WeaknessesQualities that give a business a competitive disadvantage

OpportunitiesFeatures or events that could benefit the business

ThreatsFeatures or events that could damage the business

Understanding the Marketing Plan

A good marketing plan should be as detailed as possible about the goals and resources of the company and its employees.

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Why should a business write a marketing plan?

What is a SWOT analysis?

List the key elements of a marketing plan.

1.

2.

3.

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Overview of Sports Careers

Career areas in the sports industry include:

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Sporting goods companies

Professional sports teams and leagues

College sports teams and leagues

Amateur sports teams and leagues

Professional sports teams and leagues

Sports associations and organizations

Broadcast, online, and print media

Sports venues

Sports agencies

Fitness and recreation

Special sports events

Overview of Sports Careers

Sports venues hire people to manage the coordination of large events.

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sports venues facilities or locations where sporting events take place

Sports agencies represent professional athletes in all fields of sports.

sports agencies companies that specialize in marketing and managing sports events, sports teams, and professional athletes

Overview of Sports Careers

Other sports-marketing careers that are growing in popularity are found in the health and fitness and recreation industries.

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Future Careers

Skills from almost every profession will benefit you if you decide to pursue a career in sports marketing.

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Operating an e-tail business on an electronic channel—the Web—can be costly, due to design, delivery, returns, and operating expenses.

Though Many larger dot-com companies crashed in the 1990’s, small stores like Harris Cyclery of West Newton, Massachusetts, actually increase sales using a basic Web site. Today, a third of Harris’s bicycle business rides in on the Web to get hard-to-find parts and personal service.

Describe an e-business’s home page to your class after viewing one through marketingseries.glencoe.com.

Online Dream Teams

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With the Internet, statistics are quickly updated, and members can instantly make trades, change salaries, and discuss players and teams online. With over 12 million fantasy participants and the focus on individual players, online fantasy leagues provide new opportunities for sports marketers to explore.

For more information on sports and entertainment marketing, go to marketingseries.glencoe.com.

Fantasy sports league participants choose real-life players’ names to create their own imaginary teams. The changing real-life statistics of those players determine the ranking of the fantasy teams.

Is it necessary to be an athlete to work in the sports industry? Why?

Name different types of businesses or organizations that are part of the sports industry.

What are some responsibilities a sports agent might have?

1.

2.

3.

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Explain the purpose and function of a marketing plan.

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Identify the elements of a marketing plan.

A marketing plan provides direction for marketing activities; communicates goals, objectives, and strategies to employees; informs employees about their responsibilities; and helps a company monitor its performance.

1. The elements are: executive summary, situation analysis, marketing goals/objectives, marketing strategies, implementation, and evaluation and control.

2.

Explain how to conduct a SWOT analysis.

A SWOT analysis studies two internal and two external factors that impact a market plan: Internal = strengths and weaknesses; external = opportunities and threats.

3.

Checking Concepts

Identify the guidelines for a marketing plan.

1.

2.

3.

4.

continued

Guidelines for a marketing plan are that it must be simple, single-minded, specific, reasonable, measurable, and must contain a time frame.

4.

Name appropriate marketing strategies for a marketing plan.

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Discuss the diversity of career skills used in the sports marketing industry.

Marketing strategies must be directed to a target market and respond to the four P’s of the marketing mix: Product, Price, Promotion, and Place. 

5.

List five different employment opportunities in the sports marketing industry.

Sports marketing requires diverse skills including: communication, organization, sales, creativity, administrative, financial, and interpersonal skills.

6.

Checking Concepts

5.

6.

7.

Employment opportunities are found in professional and collegiate sports, sports associations and organizations, broadcast, online, and print media, sports venues, sports agencies, and in many other career areas.

7.

continued

Opportunities are external factors which, if handled properly, can bring rewards to a company, whereas threats are external factors which can negatively affect a company. However, by taking initiative to address the threats, companies can turn them into opportunities.

8.

Explain the relationship between threats and opportunities.

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Critical Thinking

Checking Concepts

8.

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