Leveraging Marketing Concepts to Improve Physical Education and Promote Health

Physical education (PE) holds significant potential to shape students’ character and development from a holistic perspective. This has prompted prominent health organizations such as the World Health Organization, UNESCO, and Centers for Disease Control & Prevention to advocate for structured PE programs in schools through their policy reports for many years. Despite this, international research consistently indicates that PE remains marginalized within school curricula. The perception and promotion of PE often rest on the shoulders of PE teachers, who serve as the primary ambassadors for the subject at the school level. To effectively advocate for the benefits of PE and elevate its standing as a critical component of health and wellness education, PE teachers must be equipped with practical content knowledge and essential marketing skills. This article explores the utility of borrowing strategies from the marketing field to help establish the PE profession as a recognized and valued brand within society.