Intro Methods of Market Segmentation

EQ - How does one find a viable target market?

1. Activator – Revisiting yesterday’s class: What problems do you see in this method of evaluating individuals?
2. Introduction to Marketing (Frayer)
1. AP - What is the purpose of business?
2. AP – What is a market?
3. AP – What is marketing?
4. AP – What does marketing do to help a business achieve its goals?
3. Introduction to Methods of Segmentation (Frayer)
1. Demographics
2. Geographics
3. Psychographics
4. Behavioral
4. AP – TPS – List and describe the 4 methods of market segmentation (whiteboards)
5. AP – TPS – Explain why the 4 MOMS matter (whiteboards)
6. Together - Try it Again *PPT (whiteboards)
1. Demographics
2. Geo
3. Psycho
4. Behavior
7. With a Partner – Choose a sports or entertainment company and identify the core customer base using the methods of segmentation (whiteboards)
8. Class Share
9. AP - Muddy Points Grab Bag

Welcome to Sports and Entertainment Marketing

EQ - How is developing an understanding of a customer persona important to marketing?

1. Intro to Mr. Hill
2. Student Quotes
3. Project Descriptions
4. Syllabus Review
5. AP - TPS Splashdown– What are you most looking forward to about S & E Marketing
6. Student Personal SWOT
7. Intermission – Get to know a classmate
8. LeBron James & Jay-Z evaluation
1. Describe these individuals
2. Look closer
9. Class Discussion - What’s The Point (Connection to Marketing)
10. TOD – What problems do you see in this method of evaluating individuals?

My Band Challenge

This project will allow each of you to create a marketing strategy for an up-and-coming musician.  You may choose a band from the Launch Music Conference website or use a band with members from DHS.

1. Activator - If you could listen to one song right now...
2. Project Instructions *Review Handout*
3. TPS - Textbook p. 256-259
1. Independently Read for Understanding (Take Notes)
2. Discuss the reading with a partner
3. Class discussion
4. Choose a band from the LAUNCH website
5. Assess the band's current use of the 4 P's
1. Visit the band's site
2. Create a sim-card foldable to organize the 4 P's you see
3. Create a bulleted SWOT Analysis
6. Mini-lesson – Market Segmentation
1. Process of Market Segmentation
2. Purpose
7. Defining the Target Market *
1. Identify the band's target market using the methods of segmentation
2. Justify this decision in a one paragraph response
3. Remember *This market must be meaningful*
8. Mini-lesson – Mission Statements
1. The nature of the business
2. The reason it exists
9. Mission Statement Development *
1. What does the band do (Be absolutely specific - we know they make music, but what separates them from everyone else?)
2. Establish goals for the band (Why does this band exist)
10. Mini-lesson – Strategies & Tactics
1. Defined
2. Connection to each other
3. Connection to Mission Statement
11. Strategy Development *
1. Utilize pages 261-270 to help develop marketing strategies
2. Your additional handouts may help you too
3. *REMEMBER* What are you and the band trying to achieve by creating this marketing plan?  These strategies must align with the Mission Statement.
12. Tactic Development *
1. Develop at least 5 tactics to execute your strategy for promoting the band
2. See project guidelines handout for additional details
3. *Remember* You may need to incentivize fans to help you
13. Set Promotional Goals
1. What do you hope this promotional plan accomplishes
14. Launching the Marketing Plan
1. Organize the overall promotional plan
2. Create a timetable for implementation
3. Determine your benchmark assessments to determine the success of the plan
4. Establish deadlines to modify and adjust the plan as necessary