Marketing 11 – Sports and Entertainment

Get ready to drop your spectator status for an all-access pass to enter the exciting world of sports and entertainment marketing! In this course, you’ll secure a solid foundation of effective marketing by studying the different roles and levels and how they relate to one another. Then, you’ll explore the modern marketing methods professionals use to take an event concept and make it successful. Finally, you’ll get up to speed on industry terminology and touchpoints with the help of HR.

Get ready to flash that pass and gain all-star access to the stage and arena!

Required Materials:

  • Word processing software

Optional Materials:

  • Art supplies
  • Audio recording device
  • Digital camera
  • Graphic design software
  • Spreadsheet software
  • Timeline creation software
  • Video recording device

Course Outline

Unit 1: The Big Ideas of Sports and Entertainment Marketing (First Assignment)

In this unit you will learn how to:

  • Identify sports and entertainment sectors, with a focus on athlete classifications
  • Outline the economic impact of sport tourism
  • Research and develop the elements required to host a mega sports and entertainment event
  • Recognize the responsibilities of sports governance, from grassroots to international sports competition

Unit 2: Brand Marketing

In this unit you will learn how to:

  • Identify the elements of a successful marketing strategy
  • Recognize the value that a strong brand represents
  • Determine how to market different types of brands for optimal results
  • Convey some of the benefits of brand extensions and partnerships

Unit 3: Professionalism in the Workplace

In this unit you will learn how to:

  • Explain how organizational diversity and culture can positively impact the workforce
  • Identify individual skills required to work in the sports and entertainment industry
  • Describe team skills required to work in the sports and entertainment industry
  • Create a plan for developing career skills

Unit 4: Sales and the Customer

In this unit you will learn how to:

  • Explain sales activities used to generate profits at events
  • Identify sales methodologies used in a successful ticket sales strategy
  • Forecast and analyze trends to establish effective pricing strategies
  • Qualify consumers and their buying habits to complete a sale

Unit 5: Distributing Sports and Entertainment Products

In this unit you will learn how to:

  • Differentiate between the different roles and responsibilities in the distribution of products
  • Recognize distribution channels and logistical challenges in the distribution of sports and entertainment goods
  • Identify intermediaries specific to the distribution of sports and entertainment events
  • Qualify distribution methods for film and event entertainment

Unit 6: Market Research

In this unit you will learn how to:

  • Develop a research plan to gather data that contributes to the marketing plan
  • Identify how market analyses result in shaping better business decisions
  • Analyze benefits of a marketing information system (MIS) in interpreting data
  • Recognize risk management and its role in sports and entertainment.

Unit 7: The Fine Print: Legalities and Ethics

In this unit you will learn how to:

  • Determine differences between legal and ethical requirements for business
  • Analyze the critical elements of event contracts
  • Recognize employment and endorsement contracts and how they differ
  • Define different laws that impact product marketing

Unit 8: The Marketing Plan

In this unit you will learn how to:

  • Recognize how the marketing plan fits within the overall business plan
  • Define the target market as it applies to your product
  • Develop a marketing strategy that supports the implementation of the marketing plan
  • Create a marketing plan that focuses on effective planning, implementation, and evaluation


  • First Assignment 10%
  • Unit Two Assignments 10%
  • Unit Three Assignments 10%
  • Unit Four Assignments 10%
  • Unit Five Assignments 10%
  • Unit Six Assignments 10%
  • Unit 7 Assignments 10%
  • Unit 8 Assignments 10%
  • Midterm and Final Tests 20%

BC Performance Standards