27306 Marketing of Leisure Services

Subject level: Undergraduate

Handbook description

This subject develops a comprehensive awareness of marketing in the leisure environment. It gives students the opportunity to develop applied skills in the construction of a marketing plan and the management of the marketing mix in the leisure industry.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Describe what differentiates service marketing from goods marketing.
2. Apply the concept of the marketing mix to leisure firms and organisations.
3. Identify the characteristics of leisure markets and how these markets can be segmented.
4. Analyse a leisure firm or organisation's internal and external marketing environment.
5. Prepare a practical marketing plan for a leisure firm or organisation.

Contribution to graduate profile

This elective subject provides students with an opportunity to apply the principles of marketing to firms and organisations in the leisure industry. It enables students to broaden their understanding of the management function in leisure organisations and equips them with the practical skill of constructing a workable marketing plan for a firm in the leisure industry.

Teaching and learning strategies

Teaching and learning strategies include formal lectures, case study analysis, tutorial discussions and a field trip to an advertising agency. Content for this subject will be supported by UTSOnline.

Content

• The differences between services marketing and goods marketing - the intangibility of services; simultaneous production and consumption
• Producing quality leisure services - models and determinants of service quality; delivering service quality
• Characteristics of leisure markets - recreation, competition sport and arts/culture based needs and facilities
• The marketing planning process - steps involved in developing a marketing plan; relationship between corporate objectives and marketing objectives
• Leisure organisations - commercial organisations and levels of government support; government, community-based and volunteer-based organisations
• Product formulation in leisure services - the product life cycle; fragmentation of service provision versus branding; services for special needs
• Pricing in leisure services - equity versus commercial considerations; user-pays applications; break-even analysis; marginal costing approaches
• Managing demand - modifying demand patterns; modifying supply patterns

Assessment

Assessment item 1: Strategic Marketing Plan (Group)

Assessment item 2: Exam (Individual)