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Performance Evidence
review and evaluate market penetration of an organisation in at least three of the following market segments:attitudes and valuesculturegeographylifestyleemployment status socio-economic statuswhen completing the above, consider:participation patterns and attributes in key market segments of the sport, recreation or fitness industrytrends of potential significance to the organisationparticipant participation levels and patterns and potential impacts of:internal influencesexternal influencescommunicate observations and interpretations to colleagues and management scope at least three potential opportunities, using well-researched information and appropriate resources, to increase participation and make at least three logical recommendations to colleagues and management.
Knowledge Evidence
marketing principles to enable the identification of new and emerging markets and those not currently penetrated, with the aim of increasing participationcontemporary participation patterns in the sport, fitness and recreation industries and factors that impact on participation levels and patterns to enable market segments to be identified and analysed dimensions and characteristics of leisure and its benefits for individuals and the community to enable understanding of client recreation needsfeatures of service delivery relevant to organisation:variety and breadth of serviceslocationsqualified staffequipment and facilitiesactual or potential impact of internal influences on participation levels and patterns:individuallifestylesocialactual or potential impact of external influences on participation levels and patterns:leisure characteristicscompetitive service provision from public sector, commercial sector and not-for-profit sectoreconomic developmentsenvironmental trendsshifts in demographics, political landscape and geographical landscapetechnological changecodes of practicelegislation relevant to the sport, fitness and recreation industries and organisational policies and procedures to enable collection and use of market research data market research and analysis techniques and information sourcesrelevant information to research in market segments:attitudes and valuesculturegeographylifestyleemployment statussocioeconomic status.