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Duration (approx) 100 hours
Qualification Statement of Attainment

Learn to develop strategies to market recreation facilities or services. 

Study Leisure Management (Marketing) online or by eLearning

The course shows you how to:

  • 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.







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Learn to Promote and Sell Leisure Services and Products.

  • Study Leisure Management (Marketing) online or by eLearningStudy Leisure Management (Marketing) online or by eLearningFor 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:

  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.



  • 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.



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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 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 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.


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.



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.



  • 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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Courses can be started anytime from anywhere in the world!

Towergate Insurance welcomes Professional Liability insurance applications from ACS graduates across all disciplines. Click here for more details.

Meet some of our academics

Sarah RedmanOver 15 years industry experience covering marketing, PR, administration, event management and training, both in private enterprise and government; in Australia and the UK.
John MasonMr Mason has worked 45+ years in Writing, Education, Horticulture and Recreation. His experience in both public & private sectors is extensive; particularly across Australia and England.
Lyn Quirk M.Ed.,Dip.Med.,Dip.SportsOver 35 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.M.Prof.Ed.; Adv.Dip.Compl.Med (Naturopathy); Adv.Dip.Sports Therapy

Check out our eBooks

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.
Aerobic FitnessAerobic exercise is critical for maintaining every aspect of a persons wellbeing. This book shows you the exercise you need to do to keep your lungs, heart and circulatory system fit. Originally published as a printed book by Simon and Schuster. This new edition is improved and available as an ebook. It explains what aerobic fitness is and the exercises you can do to maintain an peak level of aerobic fitness. It is a valuable reference both for fitness professionals, and also for anyone just wanting to improve their own personal fitness.
Event ManagementThe Event Management ebook can be used as a reference for students or as a foundation text for professionals who need to know the finer details for organising an event. This book takes the reader through the all of the considerations that need to be looked at prior to, during and after an event is organised. The topics covered in the Event Management ebook are 1/ Scope and Nature of Event Management, 2/ Developing a Concept and Planning, 3/ Organising the Resources Required, 4/ Catering: Food and Drink, 5/ Promoting an Event, 6/ Managing the Clientele, 7/ Risk Management, Legalities and Contingency Planning, 8/ Delivering the Event, 9/ Organising Celebrations and Parties, 10/ Organising Exhibitions, 11/ Organising Conferences and Seminars and 12/ Working in the Event Industry.
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