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Marketing Management in Golf Operations

Participants will apply the basic components of marketing and marketing research in the development of a marketing plan for a golf facility. Various strategies required to ensure a successful marketing environment will be introduced (segment and positioning, product, distribution, pricing and promotion strategies). Students will learn to analyze and segment markets, identify target markets and design and develop a strategic marketing plan that meets the needs of the specified target market. Through cases and examples, students will also develop an appreciation for trends and issues in today’s marketing environment. In addition, the significance of sponsorship and endorsements in marketing a special sports event will be covered.

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Course Professors

	Ian Chan, B. Math, C.P.G.A. is the General Manager and Director of Golf at the Paris Grand Golf & Country Club. Prior to his current role, Ian served as the Director of Golf at The Club At Bondhead and the Head Golf Professional at the Oaks of St.George Golf Club in Paris, Ontario. Before joining the Oaks he spent two seasons running the golf operation at Westwood Plateau Golf and Country Club in Coquitlam, British Columbia. Prior to moving to British Columbia, Mr. Chan served as the associate professional at the Glen Abbey Golf Club for four seasons. Mr. Chan began his career as a golf professional at the Centennial Park Golf Centre in Etobicoke, Ontario. Mr. Chan has a degree in Mathematics from the University of Waterloo and a degree in Marketing from York University.
	Kevin Hurd is the General Manager of Brookefield and Beaverdale Golf Clubs in Cambridge, Ontario. Mr. Hurd has extensive experience in all areas of golf operations management but is especially renowned for his marketing expertise and creativity. Between 1998 and 2004, Mr. Hurd served as the Corporate Marketing Director for Golf North Properties Inc. where he was responsible for co-ordinating the marketing initiatives of all 10 golf courses owned and operated by the company. In addition to his general manager duties, Mr. Hurd co-ordinates the food and beverage program for Golf North Properties Inc. which has currently expanded to 14 facilities. Mr. Hurd is a graduate of the University of Guelph, McMaster University and the Golf Management Institute of Canada.
	Susan Hodkinson is the Chief Operating Officer with Soberman LLP. Previous to her COO position, Susan was the Chief Administrative Officer at the law firm of Goodman and Carr in Toronto, Ontario. Prior to joining the firm in 2001, Ms. Hodkinson was the Senior Vice President of Operations at ClubLink Corporation, Canada’s largest operator of public and private golf courses. Ms. Hodkinson is a founding director of the Golf Management Institute of Canada, a recent director of Golf North Properties Inc., and the Oakville Trafalgar Memorial Hospital Charitable Corporation. In addition, Ms. Hodkinson is the Senior Vice President of the Women’s Executive Network. Ms. Hodkinson is a graduate of the University of Western Ontario.