Application
This unit applies to those intending to pursue a career as a golf coach at an international level whose responsibilities could include managing and supervising on-course golf shop operations. |
Prerequisites
Nil | ||
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
1. Identify pro shop's objectives. | 1.1. Access the organisation's marketing plan and identify marketing objectives. 1.2. Confirm the objectives and focus of the organisation with relevant personnel where appropriate. 1.3. Determine the current and prospective client base and identify strategies to service the needs these of groups according to relevant legislation. 1.4. Develop marketing or retail strategies in line with the organisation's marketing plan and relevant legislation. 1.5. Identify the scope and type of groups targeted as potential clients and implement strategies to attract them according to the organisation's marketing objectives and relevant legislation. |
2. Prepare a marketing strategy. | 2.1. Set measurable performance targets for marketing activities in consultation with relevant parties. 2.2. Plan client market research activities and schedule within appropriate timeframes. 2.3. Identify promotional activities according to organisational marketing plan and relevant legislation. 2.4. Manage promotions in order to achieve maximum client impact and develop contingency plans according to organisational policies and procedures. 2.5. Negotiate arrangements with suppliers in regard to special promotional activities. 2.6. Coordinate promotional activities to complement manufacturer's or National Activity Organisation's promotions according to relevant legislation. |
3. Manage pro shop's merchandising. | 3.1. Select stock according to identified client bases and needs according to organisational policies and procedures. 3.2. Develop layout and presentation to support market position and promote client flow according to organisational marketing plan and National Activity Organisation national policy. 3.3. Develop layout assessment checks and implement in line with suggested format from National Activity Organisation marketing surveys. 3.4. Define and clearly communicate standards for visual presentations and displays to staff. 3.5. Assess client response to space allocations in consultation with appropriate staff. 3.6. Select suitable staff to ensure appropriate information and advice is conveyed to clients according to relevant legislation. 3.7. Train staff in performance and target markets and available stock and services. |
4. Manage pro shop's on-course golf operations. | 4.1. Identify courses ideal and maximum rounds played per day or per week. 4.2. Check course renovations and maintenance and assess implications for scheduling events and groups. 4.3. Market and make group bookings according to organisational policies and procedures. 4.4. Coordinate group bookings with food and beverage staff according to organisational policies and procedures. 4.5. Conduct effective housekeeping according to organisational policies and procedures. |
5. Manage pricing policies. | 5.1. Develop and implement pricing policies according to organisational marketing plan. 5.2. Maintain and communicate accurate information on pricing trends and changes to relevant staff. 5.3. Monitor and document stock levels according to organisational policies and procedures. 5.4. Repair and replace faulty equipment according to organisational policies and procedures. |
6. Monitor and review merchandising plan. | 6.1. Collect and document valid and reliable data on marketing performance in consultation with appropriate personnel. 6.2. Assess data against performance targets of the marketing plan. 6.3. Disseminate information on marketing performance to ensure future developments incorporate required changes and improvements. 6.4. Review own performance and identify potential improvements. |
Required Skills
Required skills |
communication skills to: liaise with stakeholders to identify client niches and marketing strategies develop and market promotional activities convey information to pro-golf shop staff about products and services provide feedback on marketing performance planning and organising skills to: manage a range of pro-golf shop operations including implementing and managing promotional activities balancing the needs of different user groups coordinate group bookings problem-solving skills to: identify marketing objectives develop and implement marketing strategies to achieve identified objectives and targets literacy and numeracy skills to: access and analyse organisational marketing plans conduct client market research collect, analyse and document data on marketing performance self-management 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 consumer law to ensure compliance of golf shop operations golf shop's 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 marketing strategies to enable marketing objectives to be achieved. |
Evidence Required
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 following is essential: manages on-course golf operations according to organisational marketing objectives and develops and implements strategies to identify target groups and meet performance targets and applies effective contingency management techniques to deal with a range of problems collaboratively plans, coordinates, implements and evaluates promotional activities and marketing strategies that balance the needs of all client groups evaluates and reflects on own work performance to identify ways in which on-course golf operations can be better managed. |
Context of and specific resources for assessment | Assessment must ensure management of all aspects of merchandising and on-course 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 merchandising or marketing plan and 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 the organisation's marketing plan third-party reports from stakeholders detailing performance. Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended. |
Guidance information for assessment |
Range Statement
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. | |
Marketing objectives may include: | marketing strategies promotional activities performance targets target market or market research promoting organisational image organisation layout and space availability seasonal lines. |
Relevant personnel may include: | Board of Management Chief Executive Officer Secretary manager Club committee or sub-committees Head professional. |
Client base may include: | current members social players corporate groups regular visitors non regular players various ages and cultural backgrounds organised social groups. |
Relevant legislation may include: | consumer law GST occupational health and safety pricing trade practices. |
Marketing or retail strategies may include: | promotions discounting. |
Performance targets may include: | level of memberships number of rounds per day or month level of awareness degree of competition sales volumes client spend per round played. |
Client market research may include: | formal informal. |
Promotional activities may include: | Pro am events corporate days. |
Contingency plans may include: | flood breakage unavailable and or discounted stock weather conditions course renovations. |
Organisational policies and procedures may include: | promotion of products and services housekeeping occupational health and safety merchandising. |
Housekeeping may include: | organisational premises fittings, fixtures or equipment golf courses or greens. |
Pricing policies may include: | long term and short term internal and external considerations marking down pricing of newly released stock. |
Data may include: | on and off course performance targets level of memberships number of rounds per day or month degree of competition sales volumes client spend per round played. |
Sectors
Unit sector | Sport |
Employability Skills
This unit contains employability skills. |
Licensing Information
Refer to Unit Descriptor