If you're studying this unit in Melbourne, it's delivered in our First Year Model from semester 1, 2018. Instead of juggling four units at once, you'll focus on this one unit across a four-week period. 

Check back before the start of semester for updated unit information.

This unit draws on marketing theory and practice to provide a framework for a customer-focused approach to sport and active recreation service delivery. The unit draws on the content of Sport and Recreation Management as a basis for focused development of sport and active recreation service delivery. The unit provides students with skills and knowledge to deliver sport and active recreation services and also contributes to their Sport and Recreation Facility Management unit. The unit aims to provide students with an understanding of key marketing concepts and a capacity to apply these concepts in the sport and active recreation industry.

Unit details

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Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Analyse marketing practices and strategies in sport and recreation organizations;  
  2. Present marketing strategies for various applied sport and recreation settings;  
  3. Apply marketing system concepts in the management and delivery of sport and recreation services;  
  4. Understand the process of identifying marketing opportunities through the use of marketing information systems in a sport and recreation organization;  
  5. Apply the concepts of market segmentation and target market selection to manage the elements of the marketing mix; and  
  6. Apply marketing control and monitoring (evaluation) systems.  


Assessment type Description Grade
Test Multi-faceted quizzes - Two quizzes will be delivered via VU Collaborate (Sessions 5 & 9) 20%
Journal Reflective Blog - Weekly blog based on pre-workshop readings (Sessions 2 - 9) 30%
Project Applied Marketing Strategy Project - 3 progressive assessments 50%

Required reading

Strategic sport marketing, 4th edn.
Shilbury, D, Westerbeek, H, Quick, S, Funk, D & Karg, A 2014,
Allen & Unwin, Crows Nest NSW.

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As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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