You have been hired as the golf course manager/superintendent for a ninehole executive golf course. The course is an old course. The course is short but well-maintained. It is a golf course that is great for beginners. The course does not have a marketing plan. You have a very competent assistant course superintendent. Your first task is to develop a marketing plan for the course that will increase revenue by 50% over the next five years. The fees for the course are as high as they can go and still stay competitive. Therefore, the number of rounds needs to be increased and the expansion of auxiliary golf sales is necessary. How will you develop the marketing plan?

What will your objectives and strategies be in the marketing plan? Who will be involved in implementing and evaluating the plan? How will you evaluate the plan?