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Unit Summary

Unit type

UG Coursework Unit

Credit points

12

AQF level

7

Level of learning

Intermediate

Unit aim

Develops students' understanding and knowledge of marketing and promotion theory as it relates to sport, exercise and allied health organisations.  Students will acquire knowledge and skills related to a range of strategies that can help these organisations to be more successful in this highly competitive market place.

Unit content

  • Marketing of sport, exercise and allied health organisations
  • Understanding why marketing the sport, exercise and allied health industry is different to the marketing of traditional products and services
  • The role of branding and logo design as a communication strategy
  • Pricing strategies for sport, exercise and allied health organisations
  • The role of research in the sport, exercise and allied health industries
  • Developing a marketing plan for the sport, exercise and allied health organisation
  • Target marketing
  • Consumer behaviour in the sport, exercise and allied health industries
  • Writing media copy for print and electronic news
  • Creating media attention in a crowded media environment
  • Sponsorship and its role in sport, exercise and allied health organisations
  • Developing a 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: Intellectual rigour, GA2: Creativity, GA3: Ethical practice, GA4: Knowledge of a discipline, GA5: Lifelong learning, GA6: Communication and social skills, GA7: Cultural competence
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. Intellectual rigour Creativity Knowledge of a discipline Communication and social skills
2 Develop marketing plans for allied health, sport/recreation and health/fitness organisations Creativity Knowledge of a discipline Communication and social skills
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. Intellectual rigour Creativity Lifelong learning Communication and social skills
4 Develop innovative publicity and promotion strategies for allied health, sport/recreation and health/fitness organisations. Creativity Ethical practice Communication and social skills Cultural competence
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. Intellectual rigour Creativity Ethical practice Communication and social skills
6 Work effectively within a "team" environment in the development of industry specific marketing and promotional strategies. Intellectual rigour Creativity Lifelong learning Communication and social skills

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: Intellectual rigour
    • GA2: Creativity
    • GA4: Knowledge of a discipline
    • GA6: Communication and social skills
  2. Develop marketing plans for allied health, sport/recreation and health/fitness organisations
    • GA2: Creativity
    • GA4: Knowledge of a discipline
    • GA6: Communication and social skills
  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: Intellectual rigour
    • GA2: Creativity
    • GA5: Lifelong learning
    • GA6: Communication and social skills
  4. Develop innovative publicity and promotion strategies for allied health, sport/recreation and health/fitness organisations.
    • GA2: Creativity
    • GA3: Ethical practice
    • GA6: Communication and social skills
    • GA7: Cultural competence
  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: Intellectual rigour
    • GA2: Creativity
    • GA3: Ethical practice
    • GA6: Communication and social skills
  6. Work effectively within a "team" environment in the development of industry specific marketing and promotional strategies.
    • GA1: Intellectual rigour
    • GA2: Creativity
    • GA5: Lifelong learning
    • GA6: Communication and social skills