Required skills

communication skills to

liaise with stakeholders to identify objectives and marketing strategies

develop and market promotional activities

convey information to golf shop staff about products and services

promote professional development and training opportunities to staff

provide feedback on golf operations and proshop performance

planning and organising skills to

manage a range of golf shop operations including implementing and managing promotional activities coaching fitting and repair services

balancing the needs of different user groups

roster staff to meet demand

coordinate group bookings

problemsolving skills to

identify golf operations or proshop objectives

develop and implement strategies to achieve identified objectives and targets

literacy and numeracy skills to

access and analyse organisational marketing plans

conduct client research

collect analyse and document data on golf operations or proshop performance

monitor tee sheet activity and rounds played over fixed periods

manage pricing and stock levels

selfmanagement skills to reflect on own performance in achieving effective marketing objectives

Required knowledge

visual merchandising principles and techniques including layout and presentation advertising and promotions and pricing to manage golf retail operations effectively and efficiently

organisational policies and procedures to conduct operations efficiently and safely

relevant legislation including work health and safety industrial relations and consumer law to ensure compliance of golf shop operations

golf shop product and service range to enable customer needs to be met

organisational marketing plan and objectives to enable the development of appropriate marketing strategies

client demand and market trends to respond effectively to the needs of different client bases

merchandise performance and features in relation to players ability and limitations to enable the best advice to be provided

PGA policies or policies of peak industry bodies

marketing strategies to enable marketing objectives to be achieved

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to

manage oncourse golf operations according to organisational objectives and develop and implement strategies to identify target groups and meet performance targets and apply effective contingency management techniques to deal with a range of problems

collaboratively plan coordinate implement and evaluate promotional activities and marketing strategies that balance the needs of all client groups

manage and monitor members of golf shop team to ensure that customers service standards are met

evaluate and reflect on own work performance to identify ways in which oncourse golf operations can be better managed

Context of and specific resources for assessment

Assessment must ensure

management of all aspects of merchandising and oncourse operations to demonstrate competency and consistency of performance in the relevant work environment

Assessment must also ensure access to

a golf facility or green with on course retail operations

a range of client bases

organisational business operational or marketing plan

a work team in a retail environment

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

observation of performance in managing varying aspects of on course golf retail operations

oral or written questioning to assess knowledge of marketing strategies to achieve organisational marketing plan

thirdparty reports from stakeholders detailing performance

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended

Golf operations or pro-shop objectivesmay include:

Relevant personnelmay include:

Performance targetsmay include:

Client market research may include:

Promotional activitiesmay include:

Relevant legislationmay include:

Contingency plansmay include:

Organisation policies and proceduresmay include:

Client basemay include:

Organisation marketing planmay include:

Pricing policiesmay include:

Housekeeping may include:

Datamay include: