Contemporary Club Management

Syllabus

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Chapter 1: Overview of Club Operations

1. What Is a Club?
2. Ownership of Clubs
a. Equity Clubs
b. Non-Equity Clubs
3. Types of Clubs
a. Country Clubs
b. City Clubs
c. Other Types of Clubs
4. Club Membership
a. Membership Categories
b. Reciprocity
c. Selection Process
d. Member Discipline
5. Club Organizational Structure
a. Equity Clubs
b. Non-Equity Clubs

Chapter 2: The Board of Directors and the General Manager/Chief Operating Officer

1. The Board of Directors
a. Board Structure
b. Written Records
2. The General Manager
a. Starting a New Job
b. Chief Operating Officer Model
c. Management to Leadership Model
d. Working with the Board
e. Other Tips for Long-Term Success
f. Professional Development

Chapter 3: Leading Clubs Effectively

1. Background on Leadership
a. Leadership Frameworks
2. Leadership Theories
a. Armchair Theories
b. Other Leadership Theories and Models
3. Elements of Leadership
a. Power and Leadership
b. Group Behavior
c. Time Lag: A Leadership Variable
d. Philosophy and Style
e. Evaluation
f. Leadership Skills
4. Motivational Theories
a. Expectancy Theory
b. Path-Goal Theory
c. Maslow’s Hierarchy of Needs
d. Herzberg’s Two-Factor Theory
5. Goal Management
a. Setting and Achieving SMART Goals
b. Checking a SMART Goal
c. Reinforcing Goals
6. Service Analysis as a Leadership Tool
a. Service Operations Analysis
b. Service Management Assessment
c. Practical Considerations
7. A Construct for Effective Club Leadership
a. Use Objective Measures
b. Create and Establish Goals
c. Report
d. Evaluate Progress
e. Reward
8. Time Management
a. Improving Time Management Skills
b. Meetings
c. Paperwork
9. Personal Leadership
a. Primary Values
b. Primary Strengths
c. Primary Individuals and Experiences
d. Personal and Professional Goals and Objectives
e. Planning Your Next Logical Steps

Chapter 4: Strategic Planning and Management

1. Organizational Strategic Planning: A Step-by-Step Process
a. Agreeing on the Need
b. Needs Assessment
c. Setting Ground Rules
d. Membership Input
e. Competitive Analysis
f. Strategic Planning Retreat
g. Vision
h. Mission
i. Goals
j. Objectives
k. Organizational Situation Analysis (SWOT)
l. Strategy Statement
m. Budgets
n. Action Plan
o. Assessing Progress
2. Strategic Implementation Analysis
a. Creation of Grand Strategy
b. Strategic and Long-Range Planning Should Complement Each Other
c. The Strategic Plan as a Living Document
d. Understanding the Internal and External Environment
e. Using the Strategic Plan to Allocate Capital
f. Aligning Strategy with Operations
g. Monitoring Goal Achievement
h. Ensuring the Strategic Plan Is Used

Chapter 5: Effective Communication for Club Managers

1. Overview of Communication
a. Types of Business Communication
b. How Communication Works
2. Communication Challenges
a. Communication Myths
b. Communication Barriers
c. Personal Biases and Communication
3. Speaking Skills
a. Think About the Details
b. Speaking On the Job
c. Formal Presentations
4. Listening Skills
a. Obstacles to Listening
b. A Listening Model
c. Active Listening Skills
5. Nonverbal Communication: Body Language
a. Facial Expressions
b. Posture and Body Movement
c. Gestures
d. Body Language on the Job
6. Writing Skills
a. Clear Writing Is Important
b. Business Writing Techniques
c. Plain English and Short Sentences
d. Memos
e. E-Mail
7. Important Workplace Communication Issues
a. Relationships Between Staff Members
b. Relationships Between Departments
c. Negotiations

Chapter 6: Club Marketing

1. Understanding the Role of Marketing
a. Marketing Strategy
b. Situation Analysis
c. Service Marketing
d. Internal Marketing
2. Understanding Buyer Behavior
a. Consumer-Buyer Behavior
b. Organizational-Buyer Behavior
3. The Marketing Mix
a. Product Concepts
b. Promotion Concepts
c. Place or Distribution Concepts
d. Price Concepts
4. Marketing Research
a. Types of Research
b. Sources of Data
5. Toward an Ethical Approach to Club Marketing

Chapter 7: Membership Marketing

1. Club Membership Marketing: An Introduction
a. Factors in Declining Club Membership
b. A Club’s Location and Its Effect on Membership Size
c. Reasons Cited Why Marketing Is Not Necessary in Private Clubs
2. The 4 P’s of Marketing
a. Product
b. Price
c. Place
d. Promotion
3. The Membership Marketing Plan
a. Steps in Developing a Membership Marketing Plan
b. Appropriate Membership Marketing Plans
4. Attracting New Club Members
a. Examples of New Initiatives
b. Other Recruiting Strategies
5. Membership Directors
6. Using Technology for Membership Marketing
a. The Internet
b. Databases

Chapter 8: Managing Human Resources in Clubs

1. Workplace Antidiscrimination Laws
a. Major U.S. Employment Antidiscrimination Laws
2. Recruitment
a. The Recruitment Process
3. Selection
a. Elements of the Selection Process
4. Orientation
a. Orientation Kits
5. Performance Appraisals
a. Functions of Performance Appraisals
b. Common Appraisal Errors
c. Who Should Evaluate Performance?
d. How Often Should Appraisals Be Conducted?
e. Performance Appraisal Methods
6. Discipline
a. Approaches to Discipline
b. Appeal Mechanisms
c. Discharge: The Last Resort

Chapter 9: Training and Professional Development in Clubs

1. The Essential Role of Training in Achieving Quality Service
a. Creating a Learning Environment for Quality Service
b. Training for Quality Performance
2. Training and Development as an Investment in Clubs and Their People
a. CMAA’s Commitment to Lifelong Learning
b. Return on Individuals
c. Return on Investment
3. Assessing Training and Development Needs
a. The Needs Assessment Process
4. Orientation and Socialization
a. Orientation
b. Socialization
5. Hourly Employee Training
a. Types of Training
b. The Four-Step Training Method
c. The Role of the Trainer
d. Adult Learning
e. Evaluation of Training
f. Online Training
6. Supervisory and Management Professional Development
a. Common Training Needs for Supervisors
b. Professional Development for Managers
7. Outsourcing Training
a. Advantages and Disadvantages of Outsourcing

Chapter 10: Club Food and Beverage Operations

1. The Importance of Club Food and Beverage Operations
a. Why Food and Beverage Operations Are Important
b. How Club Food and Beverage Operations Compare to Other Hospitality Segments
2. Organization of Club Food and Beverage Departments
a. Types of Food and Beverage Facilities in Clubs
b. Organization Charts and Position Profiles
3. The Importance of the Menu
4. The Food and Beverage Staff
5. Financial Aspects of Club Food and Beverage Operations
a. Monthly Food and Beverage Operating Statement
b. Food and Beverage Minimums
6. The Future of Club Food and Beverage Operations
a. Today’s Consumers Expect More and Spend More
b. Operators Must Be at the Top of Their Game
c. Diner Profiles Reveal Food Attitudes
d. Major Trends

Chapter 11: Club Financial Management

1. Financial Statements
a. Statement of Financial Position
b. Statement of Activities
c. Statement of Cash Flows
2. Analyzing Financial Statements
a. Liquidity Ratios
b. Solvency Ratios
c. Activity Ratios
d. Profitability Ratios
e. Operating Ratios
f. Ratios Presented to Club Boards
g. Ratio Research Results
3. Budgeting
a. Operations Budget
b. Capital Budget
c. Cash Budget
4. Federal Income Taxes and Clubs

Chapter 12: Club Technology

1. System Basics
a. Electronic Data Processing
b. Computer Hardware
2. Generic Software
a. Word Processing Software
b. Spreadsheet Software
c. Database Software
3. Accounting Systems
4. Club Software Applications
a. Prospect Recruitment
b. POS Systems
c. Event Management
d. Golf Course Management
5. System Interfacing
a. Interface Standards
6. System Upgrades
a. Appoint a Project Team
b. Identify Information Needs
c. Establish Requirements
d. Request Vendor Proposals
e. Host Site Surveys
f. Evaluate Proposals
g. Schedule Product Demonstrations
h. Negotiate a Contract
7. Club Websites
a. E-Mail Messaging
b. The World Wide Web
c. Club Website Considerations
d. Internet Protocols
8. Internet-Based Networks
a. Intranets

Chapter 13: Club Facility Management

1. The Importance of Facility Management in Clubs
a. Impact on Members
b. Impact on Employees
c. Impact on Financial Success
2. Facility Management and Sustainability
a. Sustainability and Private Clubs
b. Why Sustainability?
c. Golf Courses and Sustainability
3. Facility Management Responsibilities
a. Building Maintenance and Operations
b. Housekeeping and Sanitation
c. Grounds, Utilities, and Site Maintenance
d. Waste Management and Hazardous Materials
e. Energy Conservation and Management
f. Fresh Water Resource Management
g. Function Setup and Breakdown
h. Local, State, and Federal Code Compliance
4. Facility Quality Assessments
a. Facility Condition Evaluation
b. Facility Function Evaluation
c. Facility Quality Assessment
5. Building Projects
a. Forming a Design and Construction Team
b. The Design Process
c. Integrating Sustainability Into the Plan
d. Safety Concerns
e. Construction Project Management
f. Construction Contract Delivery Methods
g. Project Insurance and Surety
h. Commissioning
i. Closeout

Chapter 14: Managing Entertainment in Clubs

1. Determining the Entertainment Needs of Club Members
a. Auditioning and Interviewing
b. Club Members Who Book Their Own Entertainment
c. Themed Events
d. Musical Entertainment
e. Strolling Entertainment
f. Event Bands
2. The Business of Purchasing Entertainment
a. Talent Agencies
b. Purchasing Pointers
c. Event Producers/Planners
d. Other Entertainment Resources
3. Entertainment Contract Negotiations
4. Licensing
a. Public Performance or Performance Rights
b. Blanket License

Chapter 15: Golf Operations in Clubs

1. History of Golf
a. Golf Organizations
b. Rules of Golf
2. Golf Facilities
a. Golf Course
b. Practice Facility
c. Golf Shop
d. Bag Room
e. Golf Car Storage Facility
f. Maintenance of Golf Facilities
3. Golf Programs and Services
a. Golf Standards
b. Tee Sheet Management
c. Handicap Systems
d. Tournaments
e. Instructional Programs
f. Caddie Programs
g. Golf Car Rentals
4. Golf Staff
a. Golf Professionals
b. Other Golf Staff Positions

Chapter 16: Golf Course Maintenance

1. Greens and Grounds Department
a. Golf Course Superintendent
b. Assistant Golf Course Superintendent
c. Golf Course Maintenance Foreman
d. Equipment Mechanic
e. Equipment Operator
f. Groundsperson
g. Laborer
2. Budget
3. Equipment
4. Turfgrass Management and Maintenance
a. Turfgrass Species
b. Golf Course Sections
c. Turfgrass Management Practices
5. Environmental Concerns
a. Water
b. Chemicals
c. Wildlife
d. Audubon Cooperative Sanctuary Program

Chapter 17: Club Fitness, Spa, Aquatics, and Tennis Operations

1. Fitness Operations
a. Fitness Center
b. Fitness Center Staff
c. Fitness Programs
d. Risk Management and Liability Issues
e. Payment Policies
2. Spa Operations
a. Spa Facilities
b. Spa Staff Compensation
3. Aquatics Operations
a. Aquatics Programs
b. Special Events
c. Aquatics Staff
d. Safety Policies
e. Pool Operation and Maintenance
4. Tennis Operations
a. Tennis Programs
b. Tennis Staff
c. Pro Shop
d. Maintenance
e. Tennis Associations