Calendrier des événements

This is a blended course, consisting of both synchronous and asynchronous learning activities across four modules. Each module is designed to build on the previous one, providing a comprehensive understanding of how to develop and implement a successful marketing strategy.

Each module includes the following Learning Activities:

• Learn Its!: Structured, instructor-led sessions where you will explore and engage with content related to the module’s topic.
• Discuss Its!: Collaborative discussions with your peers to deepen understanding and explore different perspectives.
• Apply Its!: Practical assignments that allow you to apply what you’ve learned to real-world scenarios with feedback provided. 

Module 1: Developing Your Marketing Goal

Learning Outcomes:

• Understand the difference between marketing and selling, and why both are crucial to a successful strategy.
• Learn how to develop marketing goals using the Know, Like, Trust model.
• Analyze the importance of measurement in marketing, and understand how to evaluate marketing effectiveness through conversion analysis.
• Understand the customer journey and how it aligns with setting realistic and achievable marketing goals.

Module 2: Understanding Your Customer

Learning Outcomes:

• Develop accurate audience profiles to clearly define and segment your target market.
• Create customer personas to identify your ideal customers and understand their needs, desires, and behaviours.
• Articulate the unique value proposition of your golf facility and tailor it to resonate with different customer segments.
• Learn how to match the right marketing message with the right customer profile to optimize engagement and response.

Module 3: Picking Your Marketing Channels

Learning Outcomes:

• Learn how to select the most effective marketing channels to reach your target audience and achieve your goals.
• Understand key considerations when choosing channels, such as budget, audience preferences, and message alignment.
• Explore common marketing channels used by golf courses, including digital (social media, email marketing, etc.) and traditional (print, direct mail) options.
• Understand the Hub and Spoke model and how to organize and align your marketing efforts across multiple channels for maximum impact.
• Ensure your chosen channels align with both your marketing goals and customer profiles for the most effective strategy.

Module 4: Creating a Marketing Campaign

Learning Outcomes:

• Integrate your knowledge from the previous modules to design a cohesive and effective marketing campaign.
• Create a marketing package that includes strategic messaging, channel selection, and tactics for customer engagement.
• Learn how to launch and manage a marketing campaign within the context of a golf facility.
• Develop skills to evaluate the effectiveness of your campaign through measurement and analytics, and make adjustments for ongoing optimization.

The passing grade for this course is 70%, based on the following criteria:

20% - Participation & Engagement
Active participation in live sessions and group discussions, contributing to the collaborative learning environment.

20% - Weekly Discussion (Discuss Its)
Thoughtful participation in weekly discussion posts, with at least two responses to peers, to facilitate learning through peer exchange.

30% - Weekly Assignments (Apply Its)
Completion of practical, real-world assignments demonstrating understanding and application of the module concepts.

30% - Final Project
A comprehensive marketing package and campaign designed for a golf facility, showcasing your ability to integrate course concepts and deliver a strategic marketing solution.

After registration – full refund (minus $25 administrative fee)
After the first class – half refund of the course (minus $25 administrative fee)
After second class – $0 refund