Marketing course
Sport England Yorkshire: Increasing marketing skills and knowledge in the Delivery System
A 3-day programme developed by Sport England Yorkshire, Sheffield Hallam University and the four Yorkshire County Sports Partnerships
Introduction
This is a 3 day programme that has been developed by Sport England Yorkshire, Sheffield Hallam University and the four Yorkshire County Sports Partnerships (CSPs). It has been developed in response to the marketing skills and knowledge gap identified at Community Sports Network (CSN) and CSP levels through the workforce development survey in Yorkshire. The 3 day programme will be delivered once in each CSP area (i.e. four times) between November 2007 and March 2008.
Audience
The programme is aimed at CSP core teams, local authority sports development units and corporate marketing personnel, primary care trusts and other members of the CSNs to be determined as appropriate in each CSP area.
Objectives of the Programme
• Participants in the programme to develop greater understanding of the marketing process and to improve marketing practice in the sport and active recreation sector.
• Guide participants in the use of research, strategic planning tools (e.g Active People, Active Places, Market Segmentation) to develop marketing practice.
• Provide an opportunity to work on real marketing issues through group work.
• Provide an opportunity to share experiences and learning.
Our Approach
• Explain the theory of the marketing process, applied to the sport and active recreation world.
• Extensive use of case studies and practical examples from the industry.
• Participant involvement and discussion
• Group and Individual tasks
Structure of the Workshops
The programme follows "the journey" of strategic marketing planning and is designed in blocks that build on each other and will enable the preparation of a simple marketing plan.
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Day 1 - Where do we want to go and where are we now?
• The marketing challenge
• Who are our customers?
• Market audits
• Developing strategic marketing options
• Segmentation and target markets
(Ran February 26, 2008 John Charles Centre for sport Leeds LS11 5DJ)
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Day 2 / 3 - How are we going to get there?
• The Marketing Mix - The 7 Ps
• Case study work - developing an effective mix for specific market segments
• Strategies for achieving market growth
(Ran March 5 2008 - Richard Dunn Sports centreRooley Avenue, Bradford, BD6 1EZ From the M606 turn left onto Rooley Avenue at the Staygate Roundabout.)
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Day 3 - How will we know when we have got there?
• Evaluating marketing activity
• Writing a simple marketing plan
At the end of each day we will identify learning and actions for personal development and organisational improvement.
(Ran March 19 2009 - Whitcliffe Mount Sports CentreTurnsteads AvenueCleckheaton BD19 3AQ Off Jct 26, M62.)
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The Marketing Project
In advance of Day 1 of the programme, participants are encouraged to identify a project within their work area to which they will apply their learning from the programme. Throughout the three days, the programme takes participants through the following process:
Aim: Develop a simple marketing plan for a chosen project or service area
• Use the learning and tools/techniques from the course
• Follow the structure of a strategic marketing plano Where are we now? Market research and analysis
Where do we want to go? Marketing objectives/target marketso How are we going to get there? Implementation plans for the Mixo How will we know when we have got there? Plans for monitoring and evaluation
• Simple Template – Session 3 to help pull it together.
Support outside of the WorkshopsParticipants are given a support phone number and email address for the Sheffield Hallam University team so that they can receive help and advice at any point between each of the three sessions.They can also contact their CSP Communications Officer or Caroline Gilbert, Sport England Communications Manager.
Monitoring and EvaluationParticipants are asked to evaluate each session by filling in a feedback form.
In addition, we will maintain contact with participants in the following way:
One month after final session: Contact participants to determine how they are planning to apply the learning from the programme to their everyday work. For example, applying it to a specific project; using it to enhance an exisiting sport and active recreation strategy; using it to develop a marketing strategy.
Three months after final session: Contact participants to determine their progress on applying the learning from the programme to their everyday work.
Six months after final session: Contact participants to determine what they have achieved as a result of attending the programme.
October 2008: Identify the participant(s) who has made best use of the learning from the programme and reward them with a Marketing Sport Award.
December 2008: Present the award at the Sport England Yorkshire Christmas Stakeholder event.
Contacts:Course dates and booking - West Yorkshire Sport Julian.pratt@wysport.co.uk
Course content - Sheffield Hallam J.Wilson@shu.ac.uk
Market Segmentation - Sport England Paul.Neilson@sportengland.org
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