Hole-in-One: Professional Golf Management Program Graduates Ace Business Education
Monday, May 7 2007
May 7, 2007 Photos are available at www.today.uidaho.edu/PhotoList.aspx MOSCOW, Idaho – "Dude, you get to play golf in college? How hard is that? What a slacker!" It's common for Jason Beffert to be teased about his degree choice. But the name of the program is about the easiest it gets. Like other University of Idaho professional golf management students, Beffert spends 50 to 60 hours focused on golf each week. "People don't quite understand what the program entails," said Beffert, a senior from Livingston, Mont. "It's a tough major to explain to people." Students in the University of Idaho's program, which graduates its first class this week, earn a full-fledged marketing degree with a PGM option. "The program requires 141 credit hours – possibly the most of any program at the university," said Dawes Marlatt, director of professional golf management and golf operations at the university. "We'll be responsible for everything from teaching lessons and running clinics to marketing and general business functions," said Beffert. "It's managing a business – just specialized in the golf industry." The University of Idaho's program, which began in spring 2002, is the only PGA-accredited golf management program in the Northwest and is one of only 17 in the nation. PGM students are cultivated for a successful career in the golf industry through extensive classroom studies, internship experience and player development. The program has many interdisciplinary aspects, said Cole Mize, a senior from Sandpoint. "We take courses in recreation – golf instruction – so we can teach the game of golf, we learn how to design golf courses in landscape architecture classes, we take plant life science to learn about turfgrass maintenance and upkeep, and we take courses in the food and beverage area to learn about the general management of a facility," he said. Coupled with the College of Business' nationally recognized Integrated Business Curriculum, which uses a broader, multi-disciplined view of the business enterprise, Mize said that Idaho's PGM graduates have an edge over students in PGM programs at other colleges and universities. The IBC program incorporates marketing, management, accounting, finance, economics and information systems. Students also must complete three very distinct milestones or checkpoints that The Professional Golfers' Association of America provides in way of tests that evaluate their knowledge of golf instruction, golf business, and their customer relations, supervising and delegating skills. "Each level carries with it credibility within the industry," Marlatt said. At the end of the program, students must pass a PGA-required 36-hole Player Ability Test (PAT), meaning they must score a 155 or better at the University of Idaho's golf course. "Even if they have straight A's and fulfill all their internship requirements, they will not be able to graduate if they are not successful with their PAT," said Marlatt. "Golf is the largest sport, money-wise, in the world," said Mize. "Golf professionals are important. We run the golf business. Without our help, golf wouldn't be what it is today." He's quick to point out that golf professionals are not professional golfers like Tiger Woods. "Golf professionals bring the business knowledge and customer relation skills to keep things running," said Mize. Sean Riley, a junior from Kennewick, Wash., said some people forego college and enter the industry directly. "Yes, they may gain more immediate hands-on experience while we spend a couple years in college, but we'll quickly surpass their level and expertise because of our accompanying business degree." Because of the university's PGA accreditation, internships in the association are one of the many benefits students receive. Pebble Beach, the American Junior Golf Association and the Country Club of the Rockies are just a few of the prestigious locations University of Idaho students have been placed. Students are required to fill three-month internships for each of their first three years in the program to gain hands-on experience. During the final year, students must serve a seven-month internship. Internships allow PGM students to provide value back to the golf industry while learning critical-thinking skills and becoming more effective in management, said Marlatt. And internships are where students learn the most critical industry skill – networking. "The PGA still requires people to work from the bottom up. But it also falls back on that old adage – it's not what you know, it's who you know," said Marlatt. "Having industry certification opens doors to all our interns; golf professionals at high-profile, glamorous clubs around the country are willing to teach and mentor our students. In the traditional apprentice program, doors don't open as easily." Beffert said the highlight of his college experience was attending a PGM leadership conference. "I got to meet the PGA president. It was great!" The benefit of such networking is a 100 percent job placement rate for University of Idaho PGM graduates. "The first job out of college might not be the exact job they want, but the industry is so eager for folks with their backgrounds that we receive continual calls for our students – from public, private and resort golf facilities," Marlatt said. The PGM students formed an on-campus student organization to encourage camaraderie among students and networking with University of Idaho alumni. But the networking starts in-house with the PGM program director. "Dawes is one of the youngest master professionals in the PGA – the highest level in our industry," said Pete Doss, a senior from Columbus, Ohio. "We've learned a lot from him and his ability to turn everything into a positive situation. He's also good at networking, and finds ways for the students in the program to get a foot in the door." "Dawes is the most influential person I've met; he's the ideal PGA professional," said Beffert. "He enjoys mentoring and tutoring us, and bringing us to higher levels. He is always working behind the scenes, learning as much as he can about the business so he can give us the best advantage." One goal for Idaho's program is to grow the number of female students. Of the 86 students currently enrolled, only four are women. "Most women golfers who are good enough to play the game do so at a school that offers them a scholarship. Diversity in our PGA/PGM program is a challenge that I am working on solving every day I am here," said Marlatt. More information about the professional golf management program is available at www.uidaho.edu/pgm or (208) 885-9772. -30- About the University of Idaho Founded in 1889, the University of Idaho is the state’s flagship higher-education institution and its principal graduate education and research university, bringing insight and innovation to the state, the nation and the world. University of Idaho researchers attract more than $100 million in research grants and contracts each year; the university is the only institution in Idaho to earn the prestigious Carnegie Foundation ranking for high research activity. The university’s student population includes first-generation college students and ethnically diverse scholars. Its high academic performers include 42 National Merit Scholars and a 2006-07 freshman class with an average high school grade point average of 3.42. Offering more than 150 degree options in 10 colleges, the university combines the strengths of a large university with the intimacy of small learning communities. For information, visit www.uidaho.edu. Contact: Joni Kirk, University Communications, (208) 885-7725, joni@uidaho.edu JK-5/7/07-CBE
About the University of Idaho
The University of Idaho helps students to succeed and become leaders. Its land-grant mission furthers innovative scholarly and creative research to grow Idaho's economy and serve a statewide community. From its main campus in Moscow, Idaho, to 70 research and academic locations statewide, U-Idaho emphasizes real-world application as part of its student experience. U-Idaho combines the strength of a large university with the intimacy of small learning communities. It is home to the Vandals. For information, visit www.uidaho.edu.