Unit 5 Brand Identity and the Marketing Plan

Title of Unit
Curriculum Area
Developed By

Brand Identity and the Marketing Plan

CTE Sports & Entertainment Marketing
Chris Domanik

Grade Level
Time Frame

10-12
4 Marketing Lessons (~3 periods each)

Identify Desired Results (Stage 1)

Content Standards
SEM Standards (SCC):
STANDARD 1:
Discover the world of sports marketing and the use of marketing to promote sports and non-sports businesses in sports:
STANDARD 4:
Assess the importance of event marketing and entertainment in sports
STANDARD 5:
Discover the importance and elements used in developing a promotion mix to market sports businesses
STANDARD 7:
Discover the processes used in developing a sports marketing plan for a team or event.

Understandings

Essential Questions

Overarching Understanding

Marketers spend a tremendous amount of time in planning and implementing any

single marketing strategy

How can an organization create a brand meant to drive fan loyalty and
fan perception?

Marketers must analyze several aspects of the fan and organization to identify
what should drive their marketing strategies

What does a brand represent?

Brand creation is only a small part of an overall marketing strategy

What licensed products should an organization offer to meet demands

from their target market?

Assessment of an organizations strengths, weaknesses, opportunies and threats

on an ongoing basis is essential to the success of an organization to meet fans
expectations and demand.

Why do organizations license their products?

How does a licensed product reach the maximum consumers possible?

Why is a marketing plan an essential tool for organization marketers to

Marketing strategies are crucial in the development of fan loyalty

utlize?
How do organizations use SWOT analyses to drive their marketing
strategies?

Related Misconceptions

Marketing activities are done quickly and without a lot of planning

Lack of understanding that underlying strategies utilized to develop, guide
and implement any marketing activity
Branding does not drive fans decision making as a consumer
Students will not believe that they are constantly subjected to branding
every single day, many times subliminally or without realizing it
The marketing plan is only created one time as an organization starts
The marketing plan is used to only enhance branding strategies

Knowledge

Skills

Students will know

Students will be able to

Branding encompasses tangible and intangible benefits that create the

perception of the brands beliefs in the audiences mind.
Brand attributes differentiate the brand in an attractive, meaningful
and compelling way for target audiences.
Licensing has become a critical revenue producer for all properties in
the sports and entertainment industry.
The probability of increased profits within an organization must be
measured against the cost of in-house merchandising versus third
party use.
A marketer must utlize tools such as a SWOT analysis to identify the
areas of opportunity or weakness on which to build their marketing
strategies
Marketing strategies surrounding the SWOT are created using a
marketing plan in order to guide activities and grow the
sports/entertainment entity.

SWBAT:

investigate branding as it relates to sports and

entertainment marketing
critically examine the impact of positive and
negative branding campaigns
construct examples of branding for a studentcentered project
construct persuasive arguments on the
advantages and disadvantages of licensing
evaluate methods of in-house, on-site and
online merchandising
evaluate and construct a brand, licensing and
merchandising plan
develop and synthesize a SWOT analysis to

identify an area of growth/remedy

utilize the SWOT to develop a marketing plan
identifying specific strategies to address the
SWOT

Assessment Evidence (Stage 2)

Performance Task Description
To explain the roles of branding, licensing and merchandising and their critical integration within an organizations
marketing plan.
Role Critical Thinker, Investigator, Business Marketing Professional
Audience 10th -12th Grade CTE Business Education Students
Students will utilize the knowledge gained on branding, licensing, merchandising and the marketing plan in building upon a
Situation
sports team or band organization.
Students will engage in a project that incorporates knowledge gained to research and create a logo, name, location, target
Product/Performance market, licensed merchandise and merchandising approach. They will then perform a SWOT analysis to identify an area of
concentration to create a marketing plan for their entity.
Utilize concepts to formulate a conceptual sports team or band and the various marketing components that would go into
Standards
doing so in the real world.
Goal

Other Evidence
Problem Solving
Synthesis of Lessons (review format)
Writing Prompts/Classroom Discussion
Peer Review on Final Project Sections

Learning Plan (Stage 3)

Where are your students headed? Where have they
been? How will you make sure the students know where
they are going?
How will you hook students at the beginning of the unit?
What events will help students experience and explore
the big idea and questions in the unit? How will you
equip them with needed skills and knowledge?

Students have studied the importance of sports and entertainment marketing along with its
incredible value in our current culture. Students will further understanding of marketing in
the concepts of branding, licensing and merchandising and its relation to the marketing plan.
Students will then supplement their understanding through the creation of a final project.
Students will be shown a series of famous sports teams and bands logos to identify that the
marketing of these organizations is critical to their success and fan loyalty.
There are several activities that are integrated within each lesson to further the relevancy and
ensure understanding before they attempt to explore through their final project. Students will
be using both literacy and numeracy skills, as well, to help draw understanding of teach topical
area.

How will you cause students to reflect and rethink? How

will you guide them in rehearsing, revising, and refining
their work?
How will you help students to exhibit and self-evaluate
their growing skills, knowledge, and understanding
throughout the unit?

How will you tailor and otherwise personalize the

learning plan to optimize the engagement and
effectiveness of ALL students, without compromising the
goals of the unit?
How will you organize and sequence the learning
activities to optimize the engagement and achievement
of ALL students?

When students are first exposed to each topic, they will have to perform critical thinking and
introspective journaling to organize their understandings/thoughts/opinions and
transformations as the unit progresses.
Students will do much group reflection on each lesson to gain an understanding of how apply
to the concepts being introduced in their creation of each section of the final project. Each
section reinforces the material taught and engages them through allowing creative freedom
on the project but also enforces the power of team members and their critical participation in
enforcing understanding, as well.
Every student will be involved in analyzing their thoughts and opinions, their validity and their
relation to each lesson. Their voices will be heard throughout activities within each lesson and
modifications to learning will occur as necessary. Students will be engaged through the ability
to group with students who have similar likes (sports vs. music).
Please refer to lesson plans.