CMP Certification Courses

ONLINE / ON-DEMAND CMP PROGRAM Courses Descriptions 1-10

Available for PCMA Members only. Join PCMA now!


This course is designed to introduce and reinforce the principles, concepts, and responsibilities of the membership and marketing process and profession. (Duration: 3 hours)
  • Understanding influences affecting a club’s ability to sell memberships Organizational structures, tax status and restrictions on membership sales, committee structures, and board/ownership issues
  • Roles and responsibilities of the membership and marketing professional including grooming, attitude, relationship building exercises, and organizing the work schedule
  • Market analysis, internal analysis, trend analysis, impact analysis, evaluating data to determine specific area of need; developing your target market, creating the appropriate incentives for your program, communicating your program
  • Value selling
  • Developing effective reporting mechanisms, club communication programs, and a marketing budget

Donna Coyne
see bio here




This course is designed to help club professionals create or enhance a new member orientation program. With a focus on the fundamentals of a new member orientation program, this course walks through the steps of creating and implementing a successful program tailored to each club’s unique identity. (Duration: 2 hours)
  • Identifying club culture and how it relates to the membership and marketing professional
  • Identifying, understanding, and presenting the value of membership
  • Painting the picture of lifestyle
  • Making the connection and building relationships
  • New member profiling
  • Outlining and organizing the membership and orientation processes
  • Getting your team on board
  • Implementing the program and effective communication


Hannah Petersen, CMP
see bio here


Three Carpenter, CCM
see bio here



There are only three ways to sell more regardless of your industry, competition, experience and market — do more right, do less wrong, or do both. Throughout this online recruitment certification course, Tim will cover the following vital topics to ensure you consistently recruit more members and maintain high percentages of new membership growth, along with loyalty and retention. (Duration: 3 hours)
  • How your overall attitudes impact your selling ability and results
  • The five traits of super successful membership and marketing professionals
  • Exposing common sales myths that too many people selling today believe
  • Ten sales premises that when understood and embraced can galvanize your sales results
  • Three simple yet effective prospecting techniques that will keep the flow of new members to your club
  • Building psychological debt — a revolutionary approach to improving sales results
  • The five biggest mistakes salespeople make and how to prevent them
  • How to disarm sales resistance in advance effectively with professionalism
  • How to sell successfully and communicate your club benefits so that fees are not a deal breaker
  • An easy and professional way to turn new prospects into members quickly and with less stress
  • Three simple steps to get the new member involved quickly into your club activities
  • Question-based selling — the vital tools of all successful club professionals


Tim Connor
see bio here



This course is designed for club professionals wanting to understand better the importance of internal marketing, retention, and creating a club culture that will retain more members, increase future membership sales, and enhance revenue growth at the club. (Duration: 3 hours)
  • Introduction to "The Club Culture"
  • Identifying the psychographic profile of your members
  • Evaluating how profile and culture relates to club positioning
  • The essentials of positioning
  • Understanding the value of a member and establishing an internal marketing plan
  • Creating pride and value
  • Marketing to new and existing members and to club guests
  • Other internal markets
  • The benefits of creating programs and activities
  • The importance and process of establishing ambassadors


Candice Clemenz, Ph.D.
see bio here



This course is designed for club professionals who want to understand better the importance of prospecting, techniques for prospecting new members, and how to enhance the selling and orientation process with good effective tours. (Duration: 2 hours)
  • What is prospecting; when does it start and when does it end
  • Identifying and qualifying the 4 types of prospects
  • Engaging with prospects in a relationship manner
  • The art of "not selling" to a prospective member
  • A prospect is a prospect until when
  • How a tour can make or break a membership sale
  • Key points to a good effective tour; prospective member and new member
  • Why the second tour is important

Donna Coyne
see bio here



This course is designed to assist club professionals to know where their club is relative to their market’s willingness or ability to afford their specific categories of membership and fees. (Duration: 3 hours)
  • Extent of the market capable of affording membership
  • Number of potential golfers in the market area
  • Categories of membership and their compatibility with the market area
  • Pricing, equity, payment plans, and other opportunities
  • Creating non-member traffic-generating events
  • Communicating the plan, creating a sense of excitement and urgency with the members; review of graphic and collateral programs
  • Potential incentives to existing and referred members
  • Identification of potential target markets
  • Creating a perpetuating process for referrals


Rick Coyne
see bio here



This course focuses on maximizing your communication skills and teaches you how to prompt your co-workers and members to think in their most natural mode and to respond more quickly. Acquire the skills to communicate with intent and meaning, and accomplish more goals. (Duration: 2 hours)
  • How to triple your trust in one third the time – V.A.K.
  • Management techniques for advanced communications
  • Understanding how the brain works with motivation
  • Matching learning strengths with job responsibilities
  • Reduce turn-over of employees using the V.A.K. System
  • Adjust to each member’s learning and buying style
  • Increase memberships and retention!
  • Better follow up with prospects
  • Self-testing forms and reading the test scores
  • How to administer the V.A.K test in your club


Paul Webb
see bio here



This course will discuss how club professionals can make use of technology to increase member communication, member engagement, and, ultimately, revenue, retention, and recruitment. The focus will not be on the technology itself, but rather on the actions, policies, and processes club professionals can put in place to manage the technology. (Duration: 2 hours)
  • Management objectives for technology
  • Measuring success: how do you know you are making progress?
  • Sustaining success: what policies and procedures will perpetuate good results?
  • Important differences between traditional back-office technology and the newer member-facing technology
  • Marketing budget considerations regarding technology
  • Marketing planning for: the year; for each event; for ongoing member awareness
  • Maximizing the value of email
  • Turning a dead website into a lively member communication channel
  • Converting raw traffic into marketing value for the club


Dr. William Ivers
see bio here



Learn how 86,400 seconds per day are controlled by your most dominant thoughts and how to put them to the best use. This fast paced and informative course will take your time management skills to the next level. (Duration: 30 minutes)
  • List goals and set priorities
  • Make a daily to-do list
  • Start with "A’s" not "C’s"
  • Handle each piece of paper only once
  • What’s the best use of my time right now?
  • Do it now!


Paul Webb
see bio here



Events play an important role in a private club. Obviously they generate revenue, but more importantly, events add value to club membership and positively impact member retention. To maximize the benefits of club events, savvy marketing skills and knowledge are required. (Duration: 2 hours)
  • Event development based upon a member orientation
  • Components of a comprehensive event marketing plan
  • Using the marketing mix to formulate event marketing strategies
  • Generic marketing strategies applied to events
  • Positioning and branding events
  • Target marketing through themes
  • Forecasting demand for events
  • Segmentation of the market to determine viable targets
  • Interactive and internal marketing


Candice Clemenz, Ph.D.
see bio here

All educational programs offered by the Association are proprietary to PCMA, LLC.
All Rights Reserved - 2011.



Professional Certification

PCMA offers professional accreditation through an online and on-demand program designed to elevate professional standards, enhance individual performance, and recognize membership and marketing professionals who demonstrate the knowledge essential to the practice of club membership and marketing management. [more]

23rd Annual Membership & Marketing Conference

Professional Club Marketing Association | 316 S. McKenzie Street, Suite 110 | Foley, AL  36535 | Tel. (760) 835-9884 | Fax (760) 406-5933 | E-mail: