Learn to Promote and Sell Leisure Services and Products.
- For those working or who want to work in the leisure industry.
- Improve sales and marketing of events, facilities, services and equipment.
- Takes this course for Professional Development, Business Training, Career Change or Enhancement.
- Course Duration: 100 hours of self paced study. Start at any time. Study where and when you want to.
The course is divided into 10 lessons as follows:
- Introduction to Marketing
- Marketing Strategy
- Media Promotions
- Promotional Materials
- Managing Membership Levels
- Sponsorship & Fundraising
- Managing Events
- Managing Promotional Activities
- Delivering a market sensitive recreation service.
- To 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 IN THIS COURSE
The practical tasks you will complete in this course include the following:
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. Suggest a
plan for the distribution of this press release.
- Contact three 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
- 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 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
- 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.
Customer Needs and Wants Keep Changing
To successfully promote and sell anything; you need to understand your potential customers.In today's rapidly changing world, the customers are changing fast; and that creates a very challenging dynamic for anyone involved in marketing leisure services or products.
Study Leisure Management (Marketing) online or by eLearning.
Products in particular are thought to have a life cycle, where they are first introduced to the market, followed by a growth phase, then maturity, market saturation, then a decline. Services can also have a life cycle. Consider a leisure centre that caters for young children very successfully; in a neighbourhood that is full of young families. A decade or two later; those young families will have lots of teens, and far fewer young children. The dynamic will have changed. If the centre still promotes an image of catering to younger children; it may have difficulty attracting teens: even if it has changed it's services.
Evolving products and services to cater to new needs; will be ineffective, unless the marketing message is effectively evolved as well.
The Life Cycle
During the introduction and growth phase there will be significant marketing activities to boost sales. During maturation and saturation sales will be at their peak, followed by a decline in sales. Most businesses will either update their products, or introduce new products as the original product is in the maturity or saturation phase to ensure there is always profit coming in. The length of time taken for a product to move through its life cycle will be different for different products, from months to many years. Things like a toy that is a fad and is soon forgotten may move through its life cycle relatively quickly. A chocolate bar that becomes popular may remain popular for many years.
Different types of consumers will be more likely to purchase doing different stages of the product life cycle. Consumers can generally be classed as the following:
- Innovators – these are the people who purchase in the introduction phase. They are open to take risks, like trying new things, and are less motivated to conform to group norms. They are the first 2.5% to adopt a product.
- Early adopters – these are the people that purchase next. They account for 13.5% of consumers, and are a good group to market to as they are often opinion leaders that will influence others in their communities to buy. Where innovators rely on their own values, early adopters are more motivated by others.
- Early Majority – accounting for 34% of consumers, the early majority consumers are people that will weigh up their options and assess risks before making a purchase. They rely on recommendations and proven outcomes from consumers who have already purchased the product, relying more on group values and norms.
- Late Majority – people in the late majority group will wait until a product is commonplace before making a purchase. They account for 34% of consumers and adopt because of a need to conform to group norms. They have more trust in their peers experiences than advertising and mass media.
- Laggards – these are the people who resist change, and may only purchase the product because no other alternatives exist. They are not motivated by following group norms, and often by the time they have made a purchase the model they have bought will be outdated. They represent about 16% of consumers.
WHAT QUALIFICATION WILL I ACHIEVE FOR COMPLETING THIS COURSE?
This is an individual module course. Individual module courses usually require about 100 hours of study and can be taken on their own or as part of a larger programme of study.
If you wish to take an individual module course as a stand alone course, you can elect to sit an optional exam at the end of it.
If you successfully pass the exam and all assignments, you will receive a Statement of Attainment. You can take examinations at a time and location to suit you. If you enrol, you will be sent further information on how to arrange examinations at the end of the course.
If you do not wish to take the exam, you will receive a Course Completion letter when you have passed all assignments.
There is an assignment at the end of each lesson. So for example, if an individual module course contains ten lessons, you will need to complete ten assignments. Assignments can be sent to us via email, post or fax.
Other qualifications, such as certificates, diplomas etc may require examinations to be taken as part of the overall assessment process.
WHY DO THIS COURSE?
To gain work or progress in the leisure industry.
To improve sales and marketing in your leisure business.
For Personal or Professional Development.
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