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 offactors influencing the promotion and delivery of sport, fitness. and health courses. While most of the factors identified were only minimll.lly influential, the mo~·tprominent reasons for enrolling in sport, fitness, and health courses were related to skill development or enhancement of knowledge about health anti fitness. The "perfonnance of the instructor" received the highest raring relating ro course delivery quality, and "improvement infimess" received the lowest rating. Significant differences were also fo und 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. CoUege and university physical educators have the responsibility to encourage healthy and active lifestyles among their students. Therefore, it is i mp01tant to examine the effectiveness ofphysical education classes that are offered to meet this responsibility. To do so requires an assessment of the various factors that influence the overall promotion and delivery of s uch course offerings. A case study of a physical activities program was assessed at a large mid-western university located in a community with a wealth of sport, fitness, and health offerings for residents and students alike. Although the university offered a very comprehensive physical activities program for students, it was still in competition with organizations offeri ng simi lar programs and services in its immediate environment. There were no general physical education or health requirements for student~ enrolled at the university; however, a series of laboratory and theory courses focused on physical acti vity and health behavior were offered as elec tives for undergraduate credit through the university's Sport, Fitness and Health Program (SFlfP). The SFHP was designated as a scholarly program of the School i n which it was housed. Each quarter, students were offered the oppomnity to take approx imately 60 different courses in individual sports, fitness activities, court sports, games, martial arts, dance, first aid/CPR, and aquatics. The mission of the SFHP was to enhance the health and quality of life of stu dents through the promotion of an active and hea lthy lifestyle. The mission statement reads: "Consistent with the academic thrust of the School, the mission of the SFHP is to enhance the health and quality of life of our students through the promotion of an active lifestyle. The SFHP is a manifestation ofour social responsibility to offer a program of services to educate and train students about: (a) the physiological and psychosocial benefits of sport and physical activity; (b) the dynamics and interplay of physical activity, fitness, health, and quality of life; and (c) the psychomotor skills related to sport, exercise, and leisure; and (d) the cognitive and behavioral skills necessary to maintain a healthy lifestyle. By promoting these services and providing opportunities for students to engage physical activity. it is the intent of the SFHP to induce behavior changes among students which have an enduring effect on maintaining health through physical activity and a healthy lifestyle. The program's services will be made equally available and accessible to all