Golf Business & Destination Strategy · Executive Program · Learning area
Learning area
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The New Golf Economy: Market Evolution and the Evolving Consumer
How golf moved from a closed sport to an open experience economy, how to read the demand data without being misled, and who the new customer is. The module introduces the P.O.P. lens that the rest of the program builds on.
- From the old game to the experience economy: the P.O.P. lens16 min
- Reading the demand data like an executive(Locked)15 min
- The evolving consumer: generations, women, families and the creator media(Locked)17 min
- Module work(Locked)
Golf Business Models and Club Management
The economics of clubs and courses after the end of the one-size-fits-all membership: access architecture, pricing and yield, professional management and the digital operating stack.
- Unbundling the club: access architecture for a fragmented market(Locked)17 min
- Pricing, yield and the tee sheet as a perishable asset(Locked)15 min
- Professional operations and the Golf Experience Stack(Locked)17 min
- Module work(Locked)
Revenue Mix and Commercial Development
Moving beyond the green fee: the total revenue mindset, a revenue mix model for diagnosing and planning, food and beverage as a business unit, and events, retail and new streams as commercial engines.
- The total revenue mindset and the Revenue Mix Model(Locked)16 min
- Food and beverage as a destination business(Locked)16 min
- Events, retail and new revenue streams(Locked)18 min
- Module work(Locked)
Golf Hospitality and the Guest Journey
Thinking like a luxury hospitality brand: mapping the five-stage guest journey, building anticipatory service and a hospitality culture, and turning the clubhouse into an all-day lifestyle hub.
- Mapping the five-stage guest journey(Locked)16 min
- Anticipatory service and a hospitality culture(Locked)17 min
- The clubhouse as a lifestyle hub(Locked)16 min
- Module work(Locked)
Golf Tourism and Destination Development
The shift from the golf-only trip to the "golf-plus" journey, a Destination Readiness Framework to assess a territory or resort, and the design, sustainability and investment choices that build durable destination assets.
- The golf-plus traveller and the integrated resort(Locked)15 min
- The Destination Readiness Framework(Locked)18 min
- Designing durable destination assets: courses, sustainability and investment(Locked)18 min
- Module work(Locked)
Destination Marketing, Territorial Promotion and Opportunities for Tour Operators and Hotels
How to market a golf destination beyond the fairway, how territories organise to promote golf tourism together and use events as accelerators, and where tour operators and hotels can create and capture value.
- Destination marketing: selling the whole experience(Locked)16 min
- Territorial promotion: cooperation, governance and events(Locked)17 min
- Opportunities for tour operators and hotels(Locked)17 min
- Module work(Locked)
Brand, Partnerships and Sponsorship
Positioning a golf brand, club or destination in a fragmented market, structuring collaborations with a Partnership Canvas, and valuing and selling sponsorship with a disciplined method.
- Brand and positioning: choose your tribe(Locked)15 min
- Partnerships and collaborations: the Partnership Canvas(Locked)16 min
- Sponsorship valuation and activation(Locked)18 min
- Module work(Locked)
Innovation, Future Trends and New Professional Roles
The macro-trends that will shape the next decade of golf, how to build an innovation portfolio without chasing fads, and the new roles and capabilities the golf economy needs.
- The macro-trends and an innovation portfolio(Locked)17 min
- New professional roles and capabilities(Locked)16 min
- Module work(Locked)
The Italian Golf Market: Structure, Tourism and Opportunity
A data-based reading of the Italian golf market, Italy's position as a golf destination after the 2023 Ryder Cup, and a structured opportunity map for clubs, hotels, tour operators and territories, applying the frameworks of the program.
- Structure of the Italian golf market(Locked)16 min
- Italy as a golf destination after the Ryder Cup(Locked)17 min
- An opportunity map for Italian golf businesses and territories(Locked)18 min
- Module work(Locked)