Leisure Management (Marketing)

Course CodeBRE103
Fee CodeS2
Duration (approx)100 hours
QualificationStatement of Attainment


The leisure sector is vast with competition across many different activities, meaning that these businesses now need to work harder and smarter to attract their customers.

During this course you will learn to develop strategies to market recreation facilities or services.  The course shows you how to do things such as:

  • Develop marketing and promotions to maintain or increase business
  • Manage the delivery of a service to ensure customer satisfaction
  • Monitor a membership database to ensure return business and
  • Manage complaints.

Learn about:

  • Public relations, Promotions and Advertising
  • Getting the word to potential customer, clients and the general public
  • Why and how people go about making decisions such joining a gym, enrolling in a recreation program, taking up a new hobby or supporting a sporting club.
  • How to keep clients happy and maximise the chance of return sales.

This course is aimed at:

  • Marketing professionals wanting to expand their knowledge in to the leisure sector
  • Leisure facilities managers
  • Business owners
  • Anyone wanting to build their marketing efforts within the leisure industry

Enrol now, and see how you can make your business grow!

Lesson Structure

There are 10 lessons in this course:

  1. Introduction to Marketing
    • Marketing and leisure industry introduction
    • The marketing mix and the managing the marketing effort
    • What makes people buy
    • Marketing law
    • Consumer law
    • Warranty and Condition
    • Liability of manufacturer
  2. Marketing Strategy
    • Introduction to Supply and Demand
    • The Marketing Mix
    • The real purpose of advertising
    • The marketing mix
    • Market research made easy
    • Gathering data
    • Types of Customers
    • Marketing to increase your turnover
    • Selling
  3. Media Promotions
    • Promotion element of the marketing mix
    • Publicity and public relations
    • Promotions
    • Effective Advertising
    • Structuring an advertisement or promotion
    • Summary
  4. Promotional Materials
    • Steps in Designing Effective Promotions Strategy
    • Advertising in the media
    • Why do advertisers use magazines
    • Copywriting in advertising
    • Merchandising and displays
    • Merchandising suggestions
    • Signage and signposting
    • Display advertising
    • Free advertising
  5. Complaints
    • Identifying Dissatisfaction
    • Self-Evaluation
    • Customer service
    • Customer satisfaction
    • Problem solving
    • Pitfalls in problem solving
  6. Managing Membership Levels
    • Memberships
    • Managing Patron Numbers
    • Determining an appropriate level of patronage
    • Strategies to minimise patron loss and replace patrons
  7. Sponsorship & Fundraising
    • Sponsorship for Profit
    • Sponsorship for Charity/Goodness of Heart
    • Advantages and disadvantages of sponsorship
    • Getting sponsorship
  8. Managing Events
    • Organising an event
    • Publicity
    • Pricing
    • Shows and Exhibitions
    • Success indicators
    • Mitigating what can go wrong
    • Community Participation
  9. Managing Promotional Activities
    • Job specifications in marketing
    • Revenue
    • Fundraising events
    • Grants
    • Gifts and Donations
    • Concessions
    • Networking
    • Writing a marketing plan
  10. Market Sensitive Recreation Services
    • Product line decision and Product line length decision
    • New products or services
    • Service and Customer relations
    • Manage results


  • Provide a basis for developing specific marketing related skills which will be developed throughout this course.
  • Develop marketing strategies.
  • Develop skills in dealing with the media to promote an organisation or service.
  • Coordinate the production of different promotional materials.
  • Coordinate the distribution of promotional materials.
  • Deal with client complaints in a recreation enterprise.
  • Monitor membership base to ensure retention of membership.
  • Initiate and manage relationships with sponsors.
  • Explain alternative methods of raising funds for a recreation event or service.
  • Manage special events.
  • Coordinate activities designed to increase public awareness of an organisation.
  • Deliver approval for different promotional activities.
  • Manage delivery of a service by a recreation, sport or fitness organisation.


Marketing is More than Just Getting People to See You

Encouraging people to visit your website or notice you in an advertisement is only part of the job of marketing. The other half of the job is getting them to actually connect with you. Without that connection, you may have raised awareness of your business, but you have lost an opportunity for that connection to realize its full potential i.e. convert into a sale.

In any marketing system, it is important to determine the pathway that will be followed through the marketing process.

This starts with making the customer aware of your existence, then enlightening them about your product or service. This is then followed by convincing them to buy something, establishing a contract of sale, delivering the product or service and then providing any necessary after sales service.  When you establish a marketing program using the internet; you need to consider all of these components in the overall marketing process.

Awareness of Your Existence
This is achieved by being visible. Consider who you are selling to. Consider what they look at and where they see things; whether in social media, websites, or somewhere else. Do they mostly use a desk top computer, reader, lap top or mobile phone? Are they likely to take more notice of what they see on a website than social media, or vice versa?

Enlightening the Customer
Getting them to know you exist is very different to getting them interested enough to ask questions and seek more information. The way you capture their attention (e.g. as discussed earlier with enquiry forms, free trial offers, etc.) can make a big difference.

Convincing People to Buy
Once you have the buyer’s interest, you need to engage with them. There are many different ways of doing this, for example:
  • Getting them to visit your retail store.
  • Getting them to give you a phone number and then calling them.
  • Getting them to send you an email.
Establishing a Contract of Sale
When you sell something in a face to face situation, a legal contract can be verbal. For example: someone hands you some cash, and you give them a coffee.

If you are selling over the internet, without meeting face to face; there is a lot of potential for misunderstandings to arise in a contract of sale. When you trade at a distance, it can become critical that you have every detail of the contract thought through, and every contingency accounted for, in writing, and in a clearly visible place. There can be no room for misleading a customer; both ethically and legally, the onus for any dispute is likely to rest with the business person rather than the customer.
Delivering the Product or Service
Things that are marketed on the internet may be delivered in person, or remotely. Not all services or goods can be delivered online or via a courier service; even if they may be able to be promoted and sold online.

Providing any Necessary After Sales Service.
After selling anything, there is usually an onus on the business person to provide some level of after sales service. This may include provision of advice or help if a problem arises; or perhaps servicing or maintenance at some specified point (e.g. after selling a car, the first service may be free). After providing a consultation service, the client may be entitled to contact the service provider for further advice, over a specified period.


  • Many businesses today will provide email addresses or phone numbers for help after sales.
  • Product manufacturers may publish service manuals on line.
Encouraging Connection
When someone finds you on the net and you need to prompt a connection you can do this in one of the following ways:
  • Encourage people to join a mailing list (capture their email addresses).
  • Obtain information from potential customers (have them fill in a questionnaire, a survey, or fill in their contact details in response to a discount or promotional offer you have made).
  • Encourage participation in a competition or offer free samples (they must fill in a form in order to participate).
  • Enter into a dialogue with them – such as an information service (e.g. a site selling gardening products may offer garden advice). This may involve the potential customer filling in an online form with the question they have and their details. You respond to their question and also provide a space on the form that they can tick in order to receive for example more information as it comes to hand, offers, special discounts and so on. This obviously opens up further possibilities for sales whilst at the same time legitimately extracting contact information such as an email address. This must be a transparent and legitimate process though – bombarding people with unsolicited emails is not a good way to expand business.
  • When they actually purchase something (you capture their details and send them a thank you email).
  • When they apply for something (you can capture their details).
The most difficult thing in marketing is to convert a potential customer into an actual customer - in other words turning interest into a sale. Social media is a good example of this – your business may have many ‘friends’ or fans but how often do you get an actual sale from a ‘friend’?

Cross channel marketing is one common practice to try and capture sales i.e. linking social media pages with websites (such as an online store) and using these to collect email addresses, and mobile phone numbers from potential customers (that fill in online forms or subscriptions).   Messages or texts or emails are then sent to these potential customers to inform them of new offers, specials and so on. Customers sometimes also pass offers on to their friends and family – this expands the potential customer base without you doing all the hard work.
These are just some tactics used to capture people’s email addresses (email is still proving to be the most successful tool for converting interest into a sale) mainly because it is considered a more personal approach). It does, however, take effort and know-how to use the correct tools that enable you make contact with prospective customers. With the right tools the opportunities to capture sales from ‘friends’ or ‘hits’ are boundless.

Your website may be optimised with great keywords, it may direct customers to where you want them to go (via landing pages and microsites and links), it may be optimised to collect personal customer data; given all this the opportunities to capture sales from ‘friends’ or ‘hits’ should be boundless. However, the biggest trick is to convert all of this activity and all these potential customers into paying customers!


There are lots of reasons why you should sign up to do this course with us, including:

  • The course is detailed to ensure that you have the level of knowledge required to apply the practices in the work place, improving awareness and sales
  • Within each lesson you have the opportunity to apply your learning to activities which enables you to practice different concepts and expand your own research in areas of interest
  • Knowledge of these key marketing areas will enable you to stand out from other applicants when it comes to applying for jobs, it will also give you greater confidence
  • Having the knowledge of different promotional techniques will enable you to work in many different organisations, giving you flexibility now and in the future
  • Our subject specialist tutors will be there to support you throughout your course, they are only too happy to share their industry knowledge and experience with you
  • When studying with us you set your own deadlines, meaning you study at your own pace enabling it to fit around other commitments


You can enrol on the course now, but if you have any questions about the content of the course or studying with ACS, then please get in touch with us today - use our FREE COURSE COUNSELLING SERVICE to get in touch with our expert tutors. They will be pleased to help you!

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