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 develop an appreciation for trends and issues in today's marketing environment. The significance of sponsorship and endorsements in marketing a special sports event will be covered.