The Australian College of Sports and Fitness is a Registered Training Organisation, delivering accredited courses focusing on health and wellbeing. I was invited to deliver a guest lecture on marketing to Diploma students.
Sports marketing continues to experience strong growth, and it was great to speak directly to students who are either planning on forming their own business or exploring marketing related roles in the sports sector.
My session discussed the customer experience that is created through the marketing mix, as well as the need to align business goals with marketing outcomes. We explored several case studies that highlighted the need for an integrated marketing approach, including examples such as the poorly executed Woolworths ANZAC Campaign, which failed to adequately risk and the overarching brand experience.
Guest lecturing provides an opportunity to share knowledge with current students and to provide an insight into the real world application of marketing. I wish the students well as they progress towards completing their studies.