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Chapter Objectives

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. 1.

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Chapter Objectives

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  1. 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. 1

  2. Why Write a Marketing Plan? A marketing plan communicates the goals, objectives, and strategies of a company to its employees. marketing plan Some marketing plans are prepared to obtain financing from outside investors for a new venture. 2

  3. Elements of a Marketing Plan The six basic elements, or sections, found in marketing plans are: executive summary situation analysis • Executive summary • Situation analysis • SWOT analysis SWOT analysis • Marketing goals/objectives continued 3

  4. Elements of a Marketing Plan • Marketing strategies • Target markets • The marketing mix marketing strategy • Implementation implementation • Evaluation and control 4

  5. SWOT Analysis S Qualities that give a business a competitive advantage W Qualities that give a business a competitive disadvantage O Features or events that could benefit the business T Features or events that could damage the business 5

  6. Understanding the Marketing Plan A good marketing plan should be as detailed as possible about the goals and resources of the _________ and its _____________. 6

  7. Overview of Sports Careers Career areas in the sports industry include: • 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 7

  8. Overview of Sports Careers Sports venues hire people to manage the coordination of large events. sports venues Sports agencies represent professional athletes in all fields of sports. sports agencies 8

  9. Overview of Sports Careers/Future Careers Other ________-__________careers that are growing in popularity are found in the health and fitness and ______________ industries. Skills from almost every profession will benefit you if you decide to pursue a career in sports marketing. 9

  10. 3. 2. 1. 4. The elements are: executive summary, situation analysis, marketing goals/objectives, marketing strategies, implementation, and evaluation and control. A SWOT analysis studies two internal and two external factors that impact a market plan: Internal = strengths and weaknesses; external = opportunities and threats. Guidelines for a marketing plan are 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. Checking Concepts 1. Explain the purpose and function of a marketing plan. Identify the elements of a marketing plan. 2. 3. Explain how to conduct a SWOT analysis. Identify the guidelines for a marketing plan. 4. continued 10

  11. 5. 6. 7. 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.  Sports marketing requires diverse skills including: communication, organization, sales, creativity, administrative, financial, and interpersonal skills. Employment opportunities are found in Checking Concepts 5. Name appropriate marketing strategies for a marketing plan. Discuss the diversity of career skills used in the sports marketing industry. 6. List five different employment opportunities in the sports marketing industry. 7. continued 11

  12. Opportunities are external 8. Checking Concepts Critical Thinking Explain the relationship between threats and opportunities. 8. 12

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