Specialise in Leisure Marketing
The Leisure industry is a growth area with more and more leisure opportunities being offered to customers. Being able to offer a qualification in leisure marketing will put you ahead of the curve.
- A unique opportunity to study marketing in the leisure industry.
- Be a leisure marketing specialist
- Work in marketing or learn to market your own leisure business more effectively
- Start at any time to suit you
- Earn while you learn
This is a 600 hour certificate qualification looking at marketing and the leisure management industry. The course is made up of six modules.
Marketing Foundations
This course has ten lessons. The lessons cover what is marketing, the scope of marketing, controlling growth, advertising approaches, how to improve results, target marketing, mass marketing, product, price, place and promotion, product knowledge, promotions, publicity marketing, pricing, turnover, customer service, market research, organisational structures and roles.
Marketing Psychology
The Marketing Psychology course has eight lessons that look at people as consumers, types of customers, market segmentation, perception and personality and how it affects marketing, motivation and awareness and relevant psychological theories, social influences and how they affect consumer behaviour, consumerism, ethics in business, communication and persuasion, what words sell, making decisions to buy, merchandising, home shopping.
Advertising and Promotions
The course has ten lessons covering topics such as analysing the market, market research, the marketing plan, target marketing, micromarketing, display techniques, advertising and promotions, PR, new product development, writing advertisements, electronic marketing, direct mailing, shows and exhibitions.
Marketing Systems
Marketing Systems also has ten lessons that covers marketing systems, retailing and wholesale systems and strategies, packaging and presentation, negotiation, international marketing, analysing the marketing and the marketing mix.
Leisure Marketing
The Leisure Marketing course has ten lessons that looks at an introduction to marketing in leisure, marketing strategy, media promotions, promotional materials, dealing with complaints, membership levels, fundraising, sponsorship, event management, promotional activities, marketing recreational services.
Modules
Note that each module in the Qualification - Certificate in Leisure Marketing is a short course in its own right, and may be studied separately.
What Do We Mean By Marketing?
Marketing is more than just selling things. In the leisure industry it is more about promoting, selling and delivering a complete leisure time experience
This may be as diverse as a holiday, a day out at a theme park, a visit to a leisure centre or a night at a sporting event or concert.
Good marketing involves:
- identifying potential clients or customers;
- raising awareness of the product or service
- connecting with those people
- convincing them to participate or buy
- then finally getting a commitment (perhaps collecting and completing paperwork), and then delivering the product or service.
Good marketing entails making sure the customer remains content enough that they will return and use the service again.
When Marketing Goes Wrong
Marketing can fail in a business when any or many of the components of marketing fail. Consider how your business is performing in each of these areas; and try to identify where you can focus efforts to improve.
Identifying Potential Customers
It is a mistake to “guess” who the customers might be. Only solid market research or “testing the market” can verify who the best potential customers are. A particular demographic may well be inclined to buy something; but if that need is already catered to, these people might not in fact be potential customers for a new version of the same product. Sometimes a business will see that a certain demographic group have a need; but if they don’t also have the means to buy and use something; they may not be potential customers despite the seeming need.
Raising Awareness
Many enterprises promote to the wrong people. If you want to sell something in Australia to Australians, what’s the point of paying for advertisements on a web page that is being viewed mostly by people outside of Australia? Some businesses do this without even realising that their products or services are predominantly being seen by the wrong people.
Likewise, if you’re trying to sell fast food there would be little sense having advertisements for your products pop up when someone is viewing a health food website.
Connecting with Potential Customers
You can make the right people aware of the right product, but there will never be a sale until there is a connection established between the supplier and the customer. Some business owners lack the personal communication skills to connect. If the business owner is shy, or at the other extreme abrupt, then contact may be made but a proper connection may never happen. If a customer does not feel connected with, and have trust with a business, the sale will be lost.
Convincing Them to Engage or Buy
After establishing a connection and a degree of trust, the opportunity exists to convince the potential customer. Poor product knowledge, poor communication skills or slow response times can all contribute toward failure at this stage.
Let's get started. Enrol today on this great course and learn more about the essentials of marketing for the leisure industry.
If you have any questions at all, please get in touch.
Why delay? Enrol today!
