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Recreation Marketing

Course CodeBRE103
Fee CodeS2
Duration (approx)100 hours
QualificationStatement of Attainment

Learn to develop strategies to market recreation facilities or services.

The course shows you how to do things such as:

  • Develop marketing and promotions to maintain or increase business;
  • Manage the delivery of a service to ensure customer satisfaction;
  • Monitor a membership database to ensure return business and manage complaints.

Lesson Structure

There are 10 lessons in this course:

  1. Introduction to Marketing
  2. Marketing Strategy
  3. Media Promotions
  4. Promotional Materials
  5. Complaints
  6. Managing Membership Levels
  7. Sponsorship & Fundraising
  8. Managing Events
  9. Managing Promotional Activities
  10. Delivering a market sensitive recreation service.

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Aims

  • Provide a basis for developing specific marketing related skills which will be developed throughout this course.
  • Develop marketing strategies.
  • Develop skills in dealing with the media to promote an organisation or service.
  • Coordinate the production of different promotional materials.
  • Coordinate the distribution of promotional materials.
  • Deal with client complaints in a recreation enterprise.
  • Monitor membership base to ensure retention of membership.
  • Initiate and manage relationships with sponsors.
  • Explain alternative methods of raising funds for a recreation event or service.
  • Manage special events.
  • Coordinate activities designed to increase public awareness of an organisation.
  • Deliver approval for different promotional activities.
  • Manage delivery of a service by a recreation, sport or fitness organisation.

What You Will Do

  • Visit retail outlets to observe the marketing used for a chosen recreational product.
  • Conduct a market survey, of a properly selected sample of customers, using a designed survey form, and obtaining at least 20 responses.
  • Develop a marketing plan, based on market survey results.
  • Develop a promotional campaign for a chosen recreational product of service.
  • Write two press releases, for recreation products or services, which you are familiar with.
  • Plan the distribution of this press release.
  • Contact different publications which advertise recreation services or products, and obtain information about how to advertise.
  • Interview the management of a recreation facility (or people responsible for marketing).
  • Investigate complaints within an organisation/enterprise in the recreation industry.
  • Investigate the way membership is managed in two different recreation enterprises.
  • Survey the membership of a recreation, fitness or sporting club, to determine attitudes towards services provided.
  • Interview a sample of members and leaders/staff from one of each of the following types of organisations; to determine reasons why people join these different types of recreation organisations.
  • Contact your local government authority, and determine any legal requirements which relate to fundraising for non profit community recreation organisations, in your locality.
  • Investigate the market strategies for 2 different types of special events, in your locality.
  • Conduct research to determine different publications which may be relevant to the sports, recreation and leisure industries.
  • Interview staff or clients of a recreation facility/enterprise with the aim of developing procedures to implement improved services for a specified facility.
  • Go shopping. Take notice of how different sales staff communicate with you. Note the techniques that use (verbal and non-verbal), and how effective they are.

 

Demand for Services Needs Nurturing

In the 19th century, people worked longer hours, and the idea of having entertainment in the home (eg. TV, computer games) was not even considered by most people. If a recreation service was offered, it probably had little competition; and may not have needed much selling to attract a viable clientele.
 
Today, we are spoiled for choice. Everyone has access to lots of options for filling their leisure time; and most peopled have more leisure time to fill. All of this means that leisure services need to be sold if they are to attract clientele, generate income and remain viable. 
 
Emotional Appeal
 
Psychology is often applied to marketing to understand how human emotions can be influenced. The ethics may be questionable, if you try to sell something by manipulating someones emotions. The reality though is that others are competing for your client's money, time and commitment. If those others are appealing to people's emotions and you are not; your marketing task may be all that harder (if not impossible). 
 
It may well be that sometimes, the only way of surviving in the modern context is to embrace this approach to marketing.
 
A lot of research has gone into trying to understand how our emotions affect our buying behaviour. Whilst we may like to think that we make our purchases on rational decisions, the truth is our decision making is largely driven by emotions. This is what produces our (possibly irrational) brand loyalty, as discussed previously. Emotions can affect our buying behaviour in many ways. Here are some examples:
  • Feelings of inadequacy or a desire for fitting into a particular social group may motivate a purchase.
  • Feelings of sadness or depression may promote purchasing of comforts such as chocolate, take away food and movies, or a spending spree of new outfits and haircuts to “make yourself feel better”.
  • Feeling happy might motivate you to buy flowers, or gifts for other people. 
  • Feeling stressed or rushed might result in you making a spontaneous purchase of something you don’t really need/want.
 

Why Study this Course?

This course provides a unique opportunity for upgrading your skills in Marketing, within the context of the leisure industry. It is a valuable professional development course for anyone already working as a manager in the leisure industry; and a great opportunity for others to improve their skills, career and business prospects.



Meet some of our academics

Denise Hodges Promotions Manager for ABC retail, Fitness Programmer/Instructor, Small Business Owner, Marketing Coordinator (Laserpoint). Over 20 years varied experienced in business and marketing. More recently Denise studied naturopathy to share her passion for health and wellness. Denise has an Adv.Dip.Bus., Dip. Clothing Design, Adv.Dip.Naturopathy (completing).
John Mason John Mason is one of Australia's most prolific writers. He saw his first work published when at secondary school, where he worked on the school magazine. In 1973 he was writing a weekly column for his local newspaper and by 1975 he was a regular contributor to Australia's national magazine "Your Garden". John was engaged by Victoria's Dept of Youth, Sport and Recreation to write a book on Fun and Fitness Trails in 1978. In 1981 he saw two more books published (one in America, another in Australia), and commenced writing regularly for the Self Sufficiency Magazine, Grass Roots. John is a long term member of the Australian Society of Authors, the Garden Media Guild (UK) and the Horticultural Media Association (Australia). He has written or contributed to over 100 books, many published by international publishers and published more than 2,000 articles across a range of genres (Gardening, Education, Business, Farming, Fitness). In addition, John has contributed to and overseen the development of more than 600 distance education courses which encompass around 20 million words. He has been an avid photographer for 40 years, building a collection of over 100,000 images, which are used to illustrate his work. His marine animal photos are even used by Legoland in England, on their Atlantis ride! Writer, Manager, Teacher and Businessman with over 40 years interenational experience covering Education, Publishing, Leisure Management, Education, and Horticulture. He has extensive experience both as a public servant, and as a small business owner. John is a well respected member of many professional associations, and author of over seventy books and of over two thousand magazine articles.
Lyn QuirkM.Prof.Ed.; Adv.Dip.Compl.Med (Naturopathy); Adv.Dip.Sports Therapy Over 30 years as Health Club Manager, Fitness Professional, Teacher, Coach and Business manager in health, fitness and leisure industries. As business owner and former department head for TAFE, she brings a wealth of skills and experience to her role as a tutor for ACS.
Sarah RedmanB.Bus (Marketing), Cert Bus.Admin Over 15 years industry experience covering marketing, PR, administration, event management and training, both in private enterprise and government; in Australia and the UK. Sarah has traveled extensively and enjoys cooking and outdoor pursuits.


Check out our eBooks

Aerobic FitnessAerobic fitness contributes more to your quality of life than perhaps any other aspect of fitness! This updated version of Aerobic Fitness is full of information about the body and its functions. It also contains detailed illustrations of which exercises to use for individual muscle groups. 93 pages. 64 illustrations.
Event ManagementThe Event Management ebook is a complementary text for event management students or professionals working in the field. The ebook goes through the considerations and elements of an event and what needs to be organised when an event is in the planning stage.
Modern MarketingThis book explores new approaches to marketing, how to adapt to a continually changing world both through online marketing, and more. Some aspects of marketing never change; but many of the well established approaches used in the past simply do not work any more. This book lays a foundation for thinking about marketing in a different way
Marketing PsychologyThe Marketing Psychology ebook will provide you with an understanding of the psychology behind the consumer decision making process. With 52 pages of insight into marketing psychology and consumer behaviour, this ebook help you understand consumers much more effectively. Marketing psychology is about understanding people’s purchasing behaviour and applying that understanding to the advertising, marketing and ultimately the selling of products or services.