An overview of the marketing activities of coaches in South Africa
Date
2015-12
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Stellenbosch : Stellenbosch University
Abstract
ENGLISH ABSTRACT: The coaching profession is thriving and the future looks bright. The coaching industry has reached
this advantageous position as a result of a number of interdependent drivers. Firstly, there is more
complexity, uncertainty and volatility in the personal and business environments of people. In the
second instance, the accumulated coaching experience on a global scale as seen in increased and
“better” awareness, more focused training of coaches, and evidence-based research on the
benefits of coaching makes coaching an attractive intervention.
This optimistic picture is somewhat tarnished by another driver that is associated with any area that
experiences unprecedented growth, namely the ever-increasing entry of people into coaching with
diverse backgrounds, training and qualifications. This influx of newcomers to coaching leads to two
distinct and real disadvantages: firstly, not all of the entrants into coaching are suitably qualified or
experienced to be a coach and secondly, it is becoming more difficult for coaches to differentiate
themselves and to earn a decent living from coaching.
This study aims to contribute to the body of knowledge around coaching in general by investigating
and describing the marketing practices of coaches in South Africa. A survey was conducted among
the members of COMENSA by means of a self-completing questionnaire. The study found that
coaches in South Africa are generally well qualified and experience the same opportunities and
obstacles as their global counterparts. They have a clear sense of what they wish to achieve with
their coaching approaches and have used a variety of different marketing channels to convey this
to their target markets. However, the study also found that most of their activities were
disorganised and that they were unsure about the success of these activities. It is clear from this
study that the importance of marketing needs to be emphasised in the training of coaches as well
as in support from professional bodies such as COMENSA in South Africa.
Recommendations of this study include the noted need for a more informed view around the value
of marketing for coaches. Recommendations furthermore include a number of future research
areas such as studies aimed at the use of social media, competition within the coaching
environment and general perceptions around coaching within different demographical cohorts of
the South African population.
AFRIKAANSE OPSOMMING: Geen opsomming beskikbaar
AFRIKAANSE OPSOMMING: Geen opsomming beskikbaar
Description
Thesis (M.Phil)--Stellenbosch University, 2016.
Keywords
Personal coaching, Marketing, UCTD