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Unit Summary

Unit type

UG Coursework Unit

Credit points

12

AQF level

7

Level of learning

Intermediate

Unit aim

This unit focuses on developing students understanding and knowledge of marketing and promotion theory as it relates to sport, exercise and allied health organisations.  Students will be exposed to a range of strategies that can help these organisations to be more successful in this highly competitive market place

Unit content

  1. Marketing of sport, exercise and allied health organisations.
  2. The promotion of sport, exercise and allied health organisations.
  3. Product development for the sport, exercise and allied health organisations.
  4. Pricing strategies for sport, exercise and allied health organisations.
  5. The role of research in the sport, exercise and allied health industries.
  6. The market research process.
  7. Developing a marketing plan for the sport, exercise and allied health organisation.
  8. Target marketing.
  9. Consumer behaviour in the sport, exercise and allied health industries.
  10. Sponsorship as a marketing strategy for the sport, exercise and allied health organisation.
  11. Developing a sponsorship proposal.
  12. Pricing the sponsorship proposal.

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

GA1: , GA2: , GA3: , GA4: , GA5: , GA6: , GA7:
On completion of this unit, students should be able to: GA1 GA2 GA3 GA4 GA5 GA6 GA7
1 Describe and identify the information sources for effective marketing decision-making and market research.
2 Develop marketing plans for allied health, sport/recreation and health/fitness organisations
3 Have an appreciation for the role played by sponsorship in allied health, sport/recreation and health/fitness organisations and be able to develop sponsorship proposals.
4 Develop innovative publicity and promotion strategies for allied health, sport/recreation and health/fitness organisations.
5 Create a crisis management strategy, develop news stories, and be able to identify news creation opportunities, work with media outlets to deliver effective news stories.
6 Work effectively within a "team" environment in the development of industry specific marketing and promotional strategies.

On completion of this unit, students should be able to:

  1. Describe and identify the information sources for effective marketing decision-making and market research.
    • GA1:
    • GA2:
    • GA4:
    • GA6:
  2. Develop marketing plans for allied health, sport/recreation and health/fitness organisations
    • GA2:
    • GA4:
    • GA6:
  3. Have an appreciation for the role played by sponsorship in allied health, sport/recreation and health/fitness organisations and be able to develop sponsorship proposals.
    • GA1:
    • GA2:
    • GA5:
    • GA6:
  4. Develop innovative publicity and promotion strategies for allied health, sport/recreation and health/fitness organisations.
    • GA2:
    • GA3:
    • GA6:
    • GA7:
  5. Create a crisis management strategy, develop news stories, and be able to identify news creation opportunities, work with media outlets to deliver effective news stories.
    • GA1:
    • GA2:
    • GA3:
    • GA6:
  6. Work effectively within a "team" environment in the development of industry specific marketing and promotional strategies.
    • GA1:
    • GA2:
    • GA5:
    • GA6: