Development of marketing recommendations for Westgate Leisure Chichester, in order to increase University of Chichester student memberships

Student, A. (2015) Development of marketing recommendations for Westgate Leisure Chichester, in order to increase University of Chichester student memberships. Undergraduate thesis, University of Chichester.

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Abstract

Westgate Leisure Centre is a mixed sport facility in the centre of the cathedral city of
Chichester. The facility is council run and attracts over 6000 members over a wide age range.
Despite quality facilities at a highly competitive local price Westgate Leisure Centre fails to
engage with most of the 5000 plus University of Chichester students; less than 2% of whom
are current members.
This demographic is an important group for any local business, it is suggested that up to half
of employed graduates find employment in the area which they graduate; these students
are potentially future customers too.
This management project aimed to gain a deeper understanding of the sporting behaviours
of the University students in order to make business recommendations to Westgate Leisure
Centre that should see increased student sign ups.
In depth background research was carried out into the different business models used by
gyms and leisure centres in the fitness sector and where these fitted with Westgate and
their local competitors. Westgate’s marketing strategy, including the media and messages
they used were investigated. The researcher found that the current marketing plan did little
to target the typical student age group.
Desk research also looked at a previous survey carried out by Sport England, a company that
works alongside government bodies, which split the country’s population into nineteen
sporting ‘personalities’. Two of these sporting groups focused on the behaviours of people
of student age. These profiles together with a sound methodology were used to design an
online questionnaire and semi-structured set of interview questions. These were used to
collect quantitative and qualitative data from University students and Westgate Leisure
University student members respectively.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Marketing
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HF Commerce
H Social Sciences > HG Finance
L Education > LF Individual institutions (Europe)
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Steve Bowman
Date Deposited: 29 Jul 2015 11:05
Last Modified: 13 Aug 2015 13:20
URI: http://eprints.chi.ac.uk/id/eprint/1477

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