Competitive Edge - Sports & Entertainment Marketing News

How Topgolf plans to become even bigger than actual golf


Two years ago, Topgolf chief marketing officer Geoff Cottrill was at a golf tournament in Jacksonville, Florida, when he and a friend were walking the course and spotted two kids laughing hysterically as they rolled down a hill.

Click here to read the story at

Discussion Questions:

  1. What is Topgolf?
  2. How has Topgolf helped the golf industry to grow?
  3. What is a marketing plan?
  4. What is a SWOT analysis?
  5. Why are marketing plans and a SWOT analysis important to a business like Topgolf?
  6. As a class, create a SWOT analysis for Topgolf.
  7. Have you ever visited a Topgolf? If so, would you consider yourself to be a golfer?
  8. Why might that be important to Topgolf?
  9. What is a target market?
  10. Who might represent Topgolf’s target market?
  11. What is positioning?
  12. How has Topgolf positioned its brand?
  13. Based on what you learned from this news story, what does Topgolf’s future look like? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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