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:

7

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.