chapter objectives
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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.
1
Why Write a Marketing Plan?
A marketing plan communicates the goals, objectives, and strategies of a company to its employees.
marketing plan
2
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
3
Executive summary
continued
Situation analysis– SWOT analysis
situation analysis
SWOT analysis
Marketing goals/objectives
Elements of a Marketing Plan
marketing strategy
4
Marketing strategies– Target markets– The marketing mix
Implementation
Evaluation and controlimplementation
SWOT Analysis
5
S
W
O
T
Qualities that give a business a competitive advantage
Qualities that give a business a competitive disadvantage
Features or events that could benefit the business
Features 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 _________ and its _____________.
6
Overview of Sports Careers
Career areas in the sports industry include:
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Sporting goods companiesProfessional sports teams and leaguesCollege sports teams and leaguesAmateur sports teams and leaguesProfessional sports teams and leaguesSports associations and organizationsBroadcast, online, and print mediaSports venuesSports agenciesFitness and recreationSpecial sports events
Overview of Sports Careers
Sports venues hire people to manage the coordination of large events.
8
sports venues
Sports agencies represent professional athletes in all fields of sports.
sports agencies
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
Explain the purpose and function of a marketing plan.
10
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
4.
Name appropriate marketing strategies for a marketing plan.
11
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
7.
continued
Opportunities are external
8.
Explain the relationship between threats and opportunities.
12
Critical Thinking
Checking Concepts
8.
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