Required skills

communication skills to

elicit information about participation levels and patterns in specific market segments of the sport fitness and recreation industry

convey information about research outcomes and future opportunities

language and literacy skills to

undertake basic research

identify and interpret market information

document outcomes of analysis and potential opportunities

technology skills to access electronic sources of information

problemsolving skills to

assess the impact of various influences on patterns of participation

evaluate the scope for expansion

suggest potential opportunities for increasing participation

planning and organising skills to complete research and analysis activities within required timeframes

Required knowledge

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 industry 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 needs

legislation and organisation policies and procedures to enable collection use and storage of market research data

market research and analysis techniques and valid information sources for the sport fitness and recreation industry

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to

work within organisation guidelines and systems and apply marketing principles to build organisation knowledge

use a range of sources to research and analyse participation patterns in key market segments of the sport fitness and recreation industry and identify trends of potential significance

analyse comparative importance of the variety of influences on participation levels and patterns for differing market segments and communicate observations and interpretations to supervisor

apply research knowledge to scope potential opportunities to increase participation and make logical recommendations to manager

Context of and specific resources for assessment

Assessment must ensure

participation in market research activities that reflect the requirements of the individuals current or intended work environment and are of sufficient breadth to demonstrate competency and consistency of performance

Assessment must also ensure access to

sources of information on participation patterns and market segments in the sport fitness and recreation industry

a sport fitness and recreation environment or facility with a range of services

organisational policies and procedures regarding the use of market research information

organisational marketing plans and objectives

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

observation of discussing and presenting analysis to manager

oral and or written questioning to assess knowledge of key market segments in the sport fitness and recreation industry

portfolio showing evidence of analysis of market segments and supporting rationale for recommendations

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended

Market segments may include:

Participant attributes may include:

Relevant sources may include:

Features may include:

Internal influences may include:

External influences may include: