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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 |
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Ian Chan C.M.A., C.P.G.A.
is the former General
Manager and Director of Golf at the Paris Grand Golf
& Country Club. Prior to this role, Mr. Chan 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 has a degree in Mathematics from
the University of Waterloo, a degree in Marketing
from York University and recently received his
Certified Management Accountant (C.M.A.)
designation.. |
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Kevin
Hurd
is the General Manager of the Royal Nova Scotia
Yacht Club and was previously the General Manager of
the 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-ordinated the food and
beverage program for Golf North Properties Inc. Mr.
Hurd is a graduate of the University of Guelph,
McMaster University and the Golf Management
Institute of Canada.
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Susan
Hodkinson
is the Chief Operating Officer at Soberman LLP,
where she has management responsibility for the
operations of the firm, including finance,
information technology, human resources, facilities
and marketing. Susan’s background includes over
twenty years of management experience in
professional services firms, as well as five years
acting as Senior Vice President, Operations, for
ClubLink Corporation, Canada’s largest owner,
operator and developer of private and resort golf
courses. Susan is a graduate of the University of
Western Ontario and has completed Executive
Education at Queen’s University and the Anderson
School of Business at UCLA. Susan is very active in
community activities, and is particularly committed
to groups that focus on creating opportunities for
women to work together to achieve greater levels of
business and personal success. Susan is a member of
the Women’s Leadership Council of the Canadian
Institute of Chartered Accountants and the
International Women’s Forum, and in 2009 was awarded
the Women’s Post Glass Slipper Award for her
contribution to the advancement of professional
women, and her work in the community. Susan was
named one of the Women’s Post Twenty Top Canadian
Businesswomen of 2009. |
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