CONTENT/TEACHING OUTLINE
COMPETENCY: 2.00 Discuss ethical and legal implications of sports and entertainment marketing. Lesson Plan 1-30 thru 2-2-12 SPH
OBJECTIVE: 2.02 Interpret legal issues pertaining to sports and entertainment management.
EQ: What economic effect will the Super Bowl have on Indianapolis?
EQ: What is the Sundance Festival?
EQ. How does McDonald's continue to dominate the breakfast market?
EQ. What is the HANS safety device used in NASCAR?
WARM-UP - Students to complete Quia exercises of choice related to Objective 2.00.
#1 Students will Test on Objective 2.01
Discussion regarding test
Activity 1: Students will share their research information from last week with reference to their favorite entertainer. Discussion. Also we will discuss last week's project of impact of Super Bowl on Indianapolis (Literature Review Exercise)
DAY TWO
Warm-Up
Student to spend 15 minutes on Quia activities of choice related to Objective 2.00
Activity 1: Student will begin to complete Sundance Festival located on the website. It involves researching the history of the Sundance Festival and the 2012 breakouts of the festival. - share with class.
Activity 2:: Student to view slide show of attractions in Indianapolis
http://www.midwestliving.com/travel/destination/indiana/top-indianapolis-attractions/
Next, student will pretend a family of 4 is attending the upcoming Super Bowl and will be in Indianapolis for 4 days. Develop a travel agenda for the family -
Provide details on:
Airline tickets (cost - dates of travel - google for cheap airline tickets)
Hotel accommodations (price - you may have to use another date of travel to secure the information because many of the well-known hotels may be booked)
Include day trips on your agenda taken from Points of Interest slide-show (costs involved)
Include several restaurant options and approx. cost based on on-line menus (http://www.zestexcitingfood.com/zest_story.html
HOW MUCH MONEY DID YOU SPEND? (Don't forget to include Super Bowl Tickets!!)
DAY THREE
Play Super Bowl Trivia http://www.nfl.com/superbowl/46/trivia
Activity 1: Student to use powerpoint slides and notes on 2.02 to complete the 2.02 Exercise on the class website. Pg. 1
Activity 2: Student to complete "Breakfast in America" exercise on class website. Student reads article on McDonalds, Starbucks and Dunkin Donuts battle for customers. Students voices opinion on article read. Response is to be thorough and have meaning in order to get credit.
DAY FOUR:
Warm-Up More Super Bowl Trivia - Complete exercise on class website
Activity 1: To learn more about the "HANS safety device used in NASCAR, visit this website: http://www.nascar.com/news/110216/inside-nascar-hans-jim-downing/index.html
Type a brief history on the device - who invented it - why? What was Earnhart's reaction to it? What safety measure was put in place as a result of fires killing drivers. What safety measure was put in place in response to Richard Petty's horrifying rollover crash in Darlington in 1970? What did it take to get the attention of NASCAR drivers? Who was the 1st driver to think outside the box? Who was the first regular drive to start using the device? What driver thanks God and HANS for saving his life? What should a driver expect to pay for one?
Activity 2:
Exercise on the exemption of MLB from the Sherman Anti-Trust Act - available on the class website. Student will answer questions regarding the exemption and will do research into players salaries, change in costs to attend games, etc. Student is to voice an opinion if they think MLB is "big business".
Notes:
A. Discuss legal issues associated with marketing products.
1. Certain products are protected from reproduction or use unless permission is granted by the owner.
2. Intellectual property is a person’s thoughts or creations. Protecting intellectual property is important because:
a. Substantial profit is a reflection of a good idea.
b. Businesses who originate an idea and protect it usually maximize profits.
3. Patents are granted for an invention or an improvement on a product. Patents are granted for a limited period of time.
4. Trademarks and service marks.
a. A word, phrase, symbol, or design that identifies and distinguishes the company from others.
5. Granted legal protection through the United States Patent and Trademark Office
a. Example: The Chicago Bulls have their own apparel.
6. Copyrights are granted to creators of:
a. Literary works (novels, poems, newspapers). . Pg. 2
b. Artistic works (photography, paintings).
c. Broadcasts (television, radio, Internet).
d. Films.
e. Original musical composition.
f. Example: Faith Hill’s song Breathe is copyrighted so ownership is retained.
7. Industrial designs apply to structural designs, aesthetics, or the look of a product.
8. Certification marks are used to protect and certify the way products are made. Example: The Hans Device used in NASCAR protects the head and neck from injuries.
9. Collective marks are symbols used for a group or organization. Example: The National Football League’s NFL shield logo.
10. Most sports and entertainment companies need to retain legal counsel to navigate and protect their company.
11. The Lanham Trademark Act is designed to protect trademarks, certification marks, and collective marks.
12. Teams or leagues such as the NFL, NBA, and Duke University own their logos.
13. The owners of logos can license others to use their logo to sell merchandise.
14. Billions of dollars of merchandise are sold without licensing.
a. Trademark infringement is using a trademark without authorization.
b. Team owners see this as potential loss of revenue.
c. May result in higher prices for legally registered merchandise.
B. Discuss legal issues associated with personnel and fans.
1. Title IX is federal legislation that dictates universities are required to provide equal opportunities for both men and women’s sports.
a. Title IX states no one will be denied the opportunity to participate in sports based on gender.
b. Any institution that receives federal dollars must comply.
c. Example: A school having a baseball team must provide an opportunity for females to compete in softball.
2. The Americans with Disabilities Act states all public facilities must be handicapped accessible.
a. The entire facility does not have to be accessible, but there must be a reasonable amount of seating, restroom and parking available.
b. Participation, under the ADA, does not have to be granted if it would cause harm to others or would change the whole concept of a product or service.
c. Example: The PGA dealt with an ADA issue when golfer Casey Martin asked to be allowed to ride a golf cart instead of walking the course.
3. The Sherman Antitrust Act is federal legislation to protect industries from one competitor that discourages competition within the industry.
a. Major League Baseball is the only branch of sports identified as exempt from the Sherman Antitrust Act.
b. Example: MLB became exempt after a court ruling in the early 90’s stating it could operate its business so that no other competing leagues would enjoy success.
4. The Occupational Safety and Health Administration sets standards to protect employees from being injured on the job. Example: Safe lifting techniques for heavy objects such as sporting equipment.
Pg. 3