Google Links

Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

  1. Interpret the market.
  2. Assess participation levels and patterns.
  3. Report on participation levels and patterns.
  4. Interpret the market.
  5. Assess participation levels and patterns.
  6. Report on participation levels and patterns.

Performance Evidence

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

review and evaluate market penetration of an organisation in at least three of the following market segments:

attitudes and values

culture

geography

lifestyle

employment status

socio-economic status

when completing the above, consider:

participation patterns and attributes in key market segments of the sport, recreation or fitness industry

trends of potential significance to the organisation

participant participation levels and patterns and potential impacts of:

internal influences

external influences

communicate 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

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

marketing principles to enable the identification of new and emerging markets and those not currently penetrated, with the aim of increasing participation

contemporary 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 needs

features of service delivery relevant to organisation:

variety and breadth of services

locations

qualified staff

equipment and facilities

actual or potential impact of internal influences on participation levels and patterns:

individual

lifestyle

social

actual or potential impact of external influences on participation levels and patterns:

leisure characteristics

competitive service provision from public sector, commercial sector and not-for-profit sector

economic developments

environmental trends

shifts in demographics, political landscape and geographical landscape

technological change

codes of practice

legislation 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 sources

relevant information to research in market segments:

attitudes and values

culture

geography

lifestyle

employment status

socioeconomic status.