Careers & Marketing in Sports – Key Vocabulary

Vocabulary flashcards covering the major concepts, frameworks, and career advice discussed in the lecture on sports marketing and employment.

Marketing Myopia

A short-sighted focus on existing products rather than evolving customer needs, often leading to missed industry shifts.

STEEP Analysis

Framework for scanning macro forces—Social, Technological, Economic, Environmental, Political—that influence an organization.

Porter’s Five Forces

Model for assessing industry competitiveness via supplier power, buyer power, rivalry, threat of substitution, and threat of new entrants.

VRIO Framework

Tool for evaluating internal resources on Value, Rarity, Imitability, and Organization to gain competitive advantage.

Competitive Value Creation

Marketing’s goal to create, communicate, and deliver value while balancing multiple stakeholder interests.

Customer-Centric Orientation

Business philosophy that places customer needs at the center of all marketing decisions.

Stakeholder Management

Balancing the sometimes conflicting interests of fans, players, owners, leagues, and communities.

Sports Analytics

Using data and statistical techniques to drive decisions in sport business and performance.

Problem Definition

First step in analytics—clearly stating the issue to ensure data solves the right question.

Groupthink

Conformity pressure within teams that suppresses novel ideas and critical evaluation.

Design Thinking

Human-centered approach to innovation emphasizing empathy, ideation, prototyping, and testing.

Consumer Behavior

Study of how individuals select, purchase, use, and dispose of products, services, or ideas.

Cognitive Bias

Systematic mental shortcut that can distort judgement, such as stereotyping prospects like Jeremy Lin.

Marketing Research

Systematic collection and analysis of data to improve marketing decisions; bad research can mislead, as with Gerber in Africa.

Psychographic Segmentation

Dividing markets based on lifestyle, personality, or values rather than demographics alone.

STP Model

Process of Segmenting markets, Targeting specific groups, and Positioning offerings to them.

Core Customer Value

The fundamental benefit a customer seeks—e.g., Toyota shifting from ‘cars’ to ‘mobility’ solutions.

Appointment Viewing

Content consumers deliberately schedule to watch live, giving sports high media value.

Sponsorship Credibility

Extent to which an endorser–brand pairing is believable to the audience.

Strategic Fit

Self-evident linkage between a sponsor and sponsee that enhances message resonance.

Sponsorship Activation

All activities a brand undertakes to leverage and amplify its sponsorship investment.

Supply-and-Demand Imbalance

More applicants than sports jobs, pushing salaries down and competition up.

Evoked Set

Brands that spontaneously come to mind during a purchase decision—parallel to hiring managers recalling candidates.

Consideration Set

Subset of evoked brands (or applicants) a decision-maker seriously evaluates.

Informational Interview

Exploratory meeting to learn about a role or industry while expanding one’s network.

Networking

Building and maintaining relationships so others think of you when opportunities arise.

Work Experience

Demonstrated practical results that make a candidate more attractive to employers.

STAR Method

Resume and interview technique outlining Situation, Task, Action, and Result.

Gap Analysis (Career)

Comparing current skills to job requirements to identify experiences to acquire before graduation.

Shotgun Applications

Sending the same résumé to many jobs without tailoring—usually ineffective.

Top-of-Mind Awareness

Being the first person recalled when a position opens due to prior relationship building.

Internship

Temporary role providing hands-on experience, skill development, and industry insight.

Innovation Portfolio

ASU online tool where students showcase projects, wins, and competencies to recruiters.

OPEN UP Framework

Presenter checklist—Organized, Passionate, Engaging, Natural, Understands audience, Practices.

Mehrabian Communication Model

Theory that meaning derives 7% from words, 38% from voice/tone, 55% from body language.

Resume Tailoring

Customizing achievements and keywords to match a specific job description.

Cover Letter

Targeted narrative linking your skills to employer needs; complements the résumé.

Applicant Tracking System (ATS)

Software that screens résumés for keywords before human review.

Entry-Level Sports Titles

Roles such as Account Executive, Sales Rep, or Assistant Director suitable for recent graduates.

Teamwork

Collaborative effort where diverse members combine skills to achieve results greater than individual work.

Leadership

Ability to motivate, guide, and unify people toward organizational goals, especially amid diversity.

Esports

Competitive video gaming sector offering new avenues for sports-related careers.

Sports Information Director

Professional handling statistics, media relations, and content for athletic programs.

Youth Sports Administrator

Manager overseeing recreational leagues and development programs for children.

Design Impact

Small changes in environment or communication that yield large behavioral shifts (e.g., towel-reuse signs).