SISXIND004
Analyse participation patterns


Application

This unit describes the performance outcomes, skills and knowledge required to analyse current participation patterns in sport, fitness or recreation activities. The unit requires the ability to review and evaluate market penetration and identify potential directions for future marketing in order to increase participation levels.

This unit applies to personal trainers in the sport, fitness or recreation industry as well as operations managers and program managers planning, implementing and evaluating programs and activities across a range of activity areas.

Work is undertaken independently and according to relevant legislation and organisational policies and procedures.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.


Elements and Performance Criteria

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Interpret the market.

1.1 Identify market segments for current industry service delivery.

1.2 Identify and analyse participant attributes common to specific market segments for current industry service delivery.

1.3 Access and interpret statistical analysis of market research.

2. Assess participation levels and patterns.

2.1 Identify major features of current industry service delivery.

2.2 Identify and assess potential impact of internal and external influences on participation levels and patterns.

2.3 Evaluate the scope for possible expansion of participation within specific market segments.

3. Report on participation levels and patterns.

3.1 Present outcomes of analysis to relevant personnel within the required timeframe.

3.2 Recommend expansion opportunities relevant to organisation.

3.3 Document outcomes and opportunities.

Evidence of Performance

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.


Evidence of Knowledge

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.


Assessment Conditions

Skills must be demonstrated in:

a sport, fitness or recreation environment. This can be a workplace or simulated environment.

Assessment must ensure access to:

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

Australian Bureau of Statistics

commercial research

internet

print media

surveys

television

organisational data

organisational policies and procedures regarding the use of market research information:

access to and collection of market information

privacy

reporting requirements

information protocols

security and confidentiality requirements

management and accountability channels.

Assessment activities that allow the individual to:

analyse participation patterns within a sport, fitness or recreation context relevant to current or intended work.

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.


Foundation Skills

Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement.

SKILLS

DESCRIPTION

Reading skills to:

interpret often complex statistics and research findings.

Oral communication skills to:

source information from relevant sources:

to evaluate market penetration of specific market segments

about participation levels and patterns in specific market segments.

Planning and organising skills to:

complete research and analysis activities within required timeframes.

Technology skills to:

access electronic sources of information


Sectors

Cross-Sector


Competency Field

Working in Industry