Unit 15: Marketing in active leisure
Unit reference number: D/503/0772
QCF level: 3
Credit value: 6
Guided learning hours: 30
Unit summary
This unit covers the knowledge, understanding and skills that a learner needs in relation to marketing in an active leisure organisation.
Learning outcomes and assessment criteria
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Learning outcomes
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Assessment criteria
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Evidence type
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Portfolio reference
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Date
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1. Understand
marketing in the context of active leisure
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Explain the purpose and value of marketing for active leisure
organisations
Explain the components of a marketing mix in the context of
active leisure
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2. Understand
marketing methods in the context of active leisure
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Explain how to identify market segments for an active leisure
organisation
Compare different methods to research customer needs and expectations,
including evaluating current provision
Explain how to identify and prioritise target markets for active
leisure services/products based on market research
Explain the process of developing new, or refining existing,
active leisure services/products to meet market needs
Explain how to assess different promotional methods for appropriateness
and cost-effectiveness in an active leisure context
Explain the importance of evaluating marketing plans and activities
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3. Be
able to develop a draft marketing plan for active leisure services/products
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Use different research methods to identify the needs and expectations
of existing and potential customers
Select active leisure services/products appropriate to identified
market needs
Identify target markets and marketing objectives
Plan cost-effective promotional methods, activities, schedules
and resources to achieve marketing objectives
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Assessment requirements/evidence requirements
Learning outcomes 1 and 2
Knowledge understanding assessment involving one or a mixture of:
- written questions and answers
- projects
- assignments
- discussions with learner
Learning outcome 3
Practical assignments or projects, for example a work-based assignment based on developing a marketing plan for a service or department within an active leisure organisation.
Assessment methodology
This unit is assessed in the workplace or in conditions resembling the workplace. Learners can enter the types of evidence they are presenting for assessment and the submission date against each assessment criterion.
Alternatively, centre documentation should be used to record this information.
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