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PGM630 Marketing and Profitability

Lead Faculty: Dr. Michael McAnear

Course Description

This course explores the principles of sports marketing, organizational efficiency, product placement, and the role of industry and larger economic trends as they influence an organizationandapos;s marketing and operations. Students will evaluate the role of the golf industry and its core areas of equipment, instruction, real estate, tourism, food and beverage, and hotel and resort management in business decision. Students will choose a core area of the golf industry and develop a marketing strategy that incorporates sales, product/service positioning, a SWOT analysis, and the typical budget of a model facility or business.

Learning Outcomes

  • Evaluate the marketing strategies of companies in golf industry's core areas of equipment, instruction, real estate, tourism, food and beverage, and hotel and resort management.
  • Evaluate golf related marketing plans, especially in the areas of licensing, sponsorship and branding.
  • Evaluate organizational efficiency and how larger economic trends influence an organization's operations and profitability.
  • Develop a strategic marketing plan for a golf facility, tournament, or related business that primarily focuses upon one of the core areas of equipment, instruction, real estate, tourism, food and beverage, or hotel and resort management.