| Content |
Detail |
| Introduction to Marketing | • definitions
• evolution of marketing
• the marketing concept
• barriers to implementation
• marketing in a small business
• marketing in the public sector
|
| Environmental Forces | •political
•economic
•social
•environmental
•legal
•forces influencing demand for health/leisure products |
| Consumer Behaviour | • consumer v organisational buying
• different types of customers
• segmentation
• targeting
• positioning and image of business
• consumer decision making process |
| Services Marketing Mix | Product
• different elements to health and leisure product
• branding
• product life cycle
• product development
Price
• general pricing approaches
• factors influencing price
• pricing tactics
• time dependant capacity
• multiple services and price bundling
Physical Environment
• physical evidence
Promotion
• setting a budget
• promotional mix elements
• advertising-Digital marketing/Social Media
• public relations
• sponsorship
• personal selling
• sales promotion
People
• delivery of service
• motivation
• training
Process
• from first contact to satisified customer
|
| Marketing Research | Sources of information
•internal/external
•secondary research
•primary marketing research process |
| Customer Service and Retention | •levels of service
•quality of service
•delivering service quality features
•setting and improving service standards
•diagnosing failures
•dealing with difficult customers
•importance of customer retention
•implementing customer retention strategies
|
| Marketing Plan | •importance and content of marketing plan
•monitoring marketing effort
•evaluating marketing results |
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