CONTENT/TEACHING OUTLINE
COMPETENCY: 2.00 Discuss ethical and legal implications of sports and entertainment marketing.
OBJECTIVE: 2.01 Apply ethical principles to the industry.
A. Define ethics.
1. Ethics is recognizing the difference between right and wrong, then choosing what is right.
2. Ethical decisions can be complex. Ethics guide how an organization behaves in relationships with others.
a. Personal views of ethics are subjective, unique to an individual.
b. Example: One company may think it is ethical to actively lure a person employed by a competitor to its company while others may view this as unethical.
3. Social responsibility dictates that corporations must be responsible members of society.
a. Companies need to be active, positive members of the community.
b. Example: A professional sports team aiding a player in covering an illegal activity is both unethical and socially irresponsible.
B. Analyze ethical practices and codes of conduct.
1. When dealing with the public, organizations must be above reproach and hold themselves to high standards.
2. Corporations adopt codes of conduct.
a. Example: Most companies have regulations regarding co-worker interactions.
b. Example: The National Football League requires a player found in violation of the league’s substance policy to be fined and suspended.
c. Example: Abbot Laboratories may fire a worker who discloses confidential information.
3. Codes of conduct are designed to improve:
a. Public perception.
b. Business operations.
4. Codes of conduct are not the perfect guard against ill doing within a company.
C. Research ethical issues in business and implications of those situations. Examples: Martha Stewart, Pete Rose, Sammy Sosa, Darryl Strawberry, Michael Jackson.
Teacher Resources
Activity 1
Teacher Directions:
Guidelines for this debate will need to be specific to your students and their level of understanding. Typically, one day for research and preparation is needed. In order to have a factual, productive debate, assign each student a topic and an opinion. Their grade is based on how well the students’ argue their specific views, how well they work together as a team, how they articulate the presentation, and how much research and effort is shown. In addition, each student is given the opportunity to vote on who “won” the debate. The debate teams should be made up of three to five students. Rules for the debate are presented in the student information section.
SAMPLE DEBATE TOPICS
o Should Pete Rose be allowed to be inducted into the Hall of Fame?
o Should entertainment and clothing companies be penalized for the use of sweat shops to make their products—no matter if the sweat shop is located in another country?
o Are professional sports stars role models and should they be held accountable for off the court/field behavior? Should they be penalized for inappropriate off the court/field behavior by their professional team?
o Should high school athletes be allowed to skip college and go directly to the NBA, NFL or other sports of interest?
Student Directions on next page
Activity 1, cont..
Student Directions
In this exercise, you will be assigned a topic and a viewpoint. From this moment until the end of the debate, make every argument supporting the viewpoint you were assigned. You will have a research day and a debate day.
On the research day, you need to compile all factual information possible about your topic. As a team, organize the information into main points and supporting factual information. You need to anticipate what the other side will argue.
On the day of the debate, you will present your opening argument, statement and viewpoint. After the opposing team has presented, refute their claims with your research and facts!
You will be graded on how well you argue your viewpoint, how well your team works together, how effective your presentation is and how much research and effort you show. In addition, each student is given the opportunity to vote on who “won” the debate.
“Rules to Remember”
o You may not speak out of turn.
o The team to present first will be selected randomly.
o Opening statements are three minutes per team.
o After both sides have presented opening statements, each side has two minute rebuttal periods.
o After several rebuttal periods back and forth, the floor will be opened for questions.
o The team the questioner addresses will answer first then the other team will have a chance to respond at the end of the two minutes.
o Two minutes are allowed for each closing statement.
Activity 2
Teachers, please give the following information to students:
In recent years sportsmanship and conduct have come into the limelight at all levels of play. There are news stories on high school teams who fight after games, little league coaches and referees that argue or fight after games, and fans that are removed from a stadium due to behavior.
Sporting teams on all levels have been forced to address these issues. Some make players sign an agreement outlining acceptable and unacceptable behavior. Some sports teams announce spectator guidelines and ask patrons who “cross the line” to leave without refunding the ticket price.
Keeping all of these examples in mind, write a code of ethics for use by athletic teams in your school. The code of ethics for athletes should specifically address issues faced by your high school. This code of ethics should be limited to one page in length.
Secondly, develop a code of ethics for fans. In this code you should also address the specifics of your high school situation. These need to be easy to read and understand, because many times these codes will be placed on signs and posted throughout sporting venues.
Other Resources
2.01 PowerPoint Presentation
Please see the Local Performance Opportunities section on pages 8-9 of this guide. If you are using the CD, this document is located in the folder titled “Local Performance Opportunities.”
Sports and Entertainment Marketing II
Summer 2004
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