General information
- Qualification: Certificate for the Course in Commercial Management Online from Johan Cruyff Institute, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.
- Duration: 5 weeks. 3 ECTS (weekly dedication of 10 hours)
- Start: January 7, 2025
- Modality: Online
- Language: English or Spanish
- Price: € 664.- (Fees for the academic year 2024-25)
- Special conditions: Discount for members of partner entities
- Enrollment: Registration open until the start of the course
The program may be subject to change.
The institution reserves the right to cancel the edition of the program if it does not meet the minimum number of students.
Introduction
The commercial activity in sporting organizations values assets with various dimensions that are distributed across brands, the fan base, retail or audiovisual operators.
Although the basic principles of marketing are applied, organizations nowadays, which have as a mission sporting competition, have complex portfolios of products and services that, additionally, are often loaded with notoriety and passion.
This course focuses on this commercial portfolio and on the specific methodology needed to maximize sales of what are known as ‘sport properties’, in what is a thriving and innovative sector that increasingly requires greater specialization.
Objectives
The objective of this course is to teach you the fundamentals of the commercial activity of sports entities, and understanding their unique potential and characteristics: media visibility, high social exposure or competitive constraints.
The course provides an insight into the multiple products and business lines of the sports industry, as well as the different existing commercial approaches according to the types of clients and markets.
An important part of the course will be to introduce methodological tools and a specific glossary of the sector. All from a cross-cutting approach to off and online actions based on experience and the challenges faced by the sports sector.
LEARNING OUTCOMES
At the end of the course, students will be able to:
- Identify what a sports entity is and what assets it commercializes.
- Discern the specific weight of the different business areas into which a sports entity is organized.
- Segment who the clients of sports entities are and how to deal with them.
- Structure commercial inventories and understanding the importance of their correct definition.
- Tackle sales processes with methodology and customer orientation.
- Apply measurement, reporting and feedback systems.
Program
The program has 3 credits (ECTS), distributed over 5 weeks. The course is composed of various teaching units (UD) and each one consists of a continuous assessment test, in which you interactively apply theory, complemented with solving exercises and practical cases.
THE DISTRIBUTION OF REVENUES/LIABILITIES ON THE BALANCE SHEET OF THE SPORTS ENTITY
- Different forms of organization
- Different forms of departmentalization
- Specific weight of each business line in terms of revenue
- Periodic targets and measurement systems
SPORTS SPONSORSHIP
- What is sold / What is bought
- Categories (sectors of activity)
- Hierarchy
- Activations
- Budgets
- Engagement between sponsor and sponsee
COMPANIES THAT DO NOT WANT TO BE SPONSORS (BUT CAN OFFER REVENUE TO THE SPORT ENTITY WITH DIFFERENT APPROACHES)
- Advertisers
- Partnerships
- CSR
- Placements
- Rentals
TICKETING
- Capacity
- Access
- Events
- Season tickets
- Match tickets
- Customer typologies and their segmentation
- Purchasing processes
- Secondary markets
RETAIL (DISTRIBUTION OF OFFICIAL PRODUCTS)
- Official stores
- Product licensing
- Distribution channels outside the entity
- New marketplaces
- Customer management and segmentation
- Trademark law and copyright
- New formulas for commercial distribution / managing stock
AUDIOVISUAL RIGHTS
- Joint/individual commercialization
- Operators
- Own channels
- Premium content
- Freemium
CURRENT OPPORTUNITIES AND CHALLENGES
- New disciplines / competitions / sections
- Facilities 2.0
- eSports
- NFT
- Other tokens
ACADEMIC CERTIFICATION
Certificate for the Course in Commercial Management Online from Johan Cruyff Institute.
Learning model
METHODOLOGYOur online courses offer complete flexibility, allowing students to access content whenever it suits them throughout the week. We recommend dedicating between 8 and 10 hours weekly to stay up-to-date with the tutor-scheduled assignments, though the actual time required may vary depending on prior knowledge of the subject or professional experience in the field. On the virtual campus, students will have access to all essential resources for their progress, including notes, podcasts, videos, articles, and case studies, all under the precise guidance of a tutor who will provide directions on activities and deadlines.
Moreover, the courses feature several live webinars led by the professor or invited experts. While attending these webinars in real time is recommended, sessions will be recorded and made available on the virtual campus for later viewing. The courses are structured in two phases: a theoretical phase during the first two weeks, followed by a practical phase in the last three weeks.
BENEFITS
- Learning 3.0: flexible schedules, different learning environments and technologies.
- World-class faculty: interaction with expert faculty and industry professionals.
- Collaborative tools, teamwork, communication and debate.
- Sports-industry oriented: training that approaches the business sector of the sports industry.
- Learning from experience: designed for professional improvement.
Faculty
The Johan Cruyff Institute teachers are experts from the sports sector and combine research and consultancy with teaching. Through their experience and knowledge, they have developed a broad variety of cases and concepts to work with.
Student services
VIRTUAL CAMPUSAs a student of the Course in Commercial Management, you’ll have exclusive access to the learning platform that will allow you to track your academic progress 24 hours a day from anywhere in the world. The virtual campus provides a collaborative environment between professors and students facilitating e-mails, chats, videos, books articles, case studies, simulations, experiences, websites, blogs and a video library. You’ll have a wide range of tools at your disposal so your learning experience can be interactive, enriching and complete.
NETWORKING & ALUMNI CRUYFF INSTITUTE
Johan Cruyff Institute offers students, alumni, faculty and members of our network the opportunity to connect and collaborate, to share their passion for sports and their professional expertise.
The Alumni Cruyff Institute provides a means of interconnection that will enable the whole community not only to re-establish contact with fellow students, but also to create new links with people from the sports sector throughout the whole network who can offer new experiences and initiatives to keep growing in the profession.