An Assessment of the Factors that Influence the Promotion and Delivery of Sport, Fitness, and Health Courses: Contributions of Marketing to Physical Education

The factors that influence students' enrollment in sport, fitness, and health courses, and their evaluation of the quality of service they receive continues to be of interest. A case study exposed a variety of factors influencing the promotion and delivery of sport, fitness. and health courses. While most of the factors identified were only minimally influential, the most prominent reasons for enrolling in sport, fitness, and health courses were related to skill development or enhancement of knowledge about health anti fitness. The "performance of the instructor" received the highest raring relating to course delivery quality, and "improvement in fitness" received the lowest rating. Significant differences were also found between the students' rating of the quality of the sport, fitness, and health courses. Based on the findings, marketing suggestions to improve the overall promotion and delivery of the program were presented.