General information

  • Qualification: Certificate of the Johan Cruyff Institute's Course in the Essentials of Football Business, issued by using blockchain technology to guarantee the authenticity and integrity of the certificate.
  • Duration: It will depend on the hours you dedicate and your prior knowledge of the subjects (50 hours, approximately)
  • Start: February 2025
  • Modality: Online
  • Language: English or Spanish
  • Price: € 285.- (Fees for the academic year 2024-25)
  • 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 Course in the Essentials of Football Business Online is an excellent entry point into the world of football management and administration. Through this program, you will have the opportunity to familiarise yourself with various management models applicable to clubs, academies, and federations, as well as the fundamental keys to effective administration within the football industry. This course will allow you to analyse real-life cases from the industry, providing an in-depth understanding of the challenges and opportunities facing this exciting sport.

Objectives

The primary objective of the Course in the Essentials of Football Business Online is to equip you with the essential concepts and tools for the effective management of football clubs and businesses linked to the industry. Additionally, you will explore how technology can optimise the management of clubs and academies while understanding the key fundamentals of management in the context of the football industry.

LEARNING OUTCOMES

  • Understand the environment in which football organisations operate, including the technology applied to the management of clubs and academies, as well as the keys to the football industry.
  • Gain a basic understanding of strategic management from a business perspective, including the application of technology in decision-making.
  • Know, understand, and apply the basic concepts in football management, integrating the latest technological trends.

Program

This course, available on demand, offers flexibility in its duration, depending on the student’s prior knowledge and familiarity with the subject matter. On average, the program covers approximately 50 hours of study. However, each person can progress at their own pace. The methodology is based on a continuous learning and assessment approach, combining theory with practical exercises and case studies, offering a comprehensive and applied learning experience.

MODULE01

STRATEGIC MANAGEMENT APPLIED TO FOOTBALL BUSINESS

  • Introduction
  • Values, mission and vision
  • The competitive advantage of a Football Club
  • Environmental Analysis
  • Analysis of the football sector
  • Internal analysis
MODULE02

MANAGEMENT SKILLS

  • Leadership in football
  • Management styles
  • Talent management & management
MODULE03

SPORTS MARKETING

  • Introduction: marketing strategy in football clubs
  • The football consumer
  • The marketing mix
  • The product life cycle
  • The brand and the associated value proposition
  • Market segmentation
  • Sports sponsorship in football clubs
MODULE04

FINANCIAL MANAGEMENT

  • Interpretation of financial statements
  • Financing in the world of football
  • Analysis of profits and losses account
  • Cash flow vs. profits

ACADEMIC CERTIFICATION

Certificate of the Johan Cruyff Institute’s Course in the Essentials of Football Business issued using blockchain technology to guarantee the authenticity and integrity of the certificate.

Learning model

The program offers robust support and assistance to ensure an enriching learning experience. You will be supported by a dedicated team available to answer your questions and offer guidance at any time.
Communication and queries will be handled by:

  • E-mail: Guaranteed responses within 24 hours.
  • Virtual Assistance: Real-time support through virtual platforms.

Additionally, the program includes a chatbot designed to answer frequently asked questions, as well as a dedicated technical team to solve any issues that may arise during the course, ensuring a smooth and seamless experience.

BENEFITS

  • Learning 3.0: Utilises different learning environments and technologies.
  • Sports-Industry Oriented: Bridges training with the business sector of the sports industry.
  • Experiential Learning: Designed for professional improvement.

Faculty

The teachers of Johan Cruyff Institute 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 Football Business Fundamentals course, you will have exclusive access to the learning platform which allows you to monitor your academic progress 24 hours a day, from anywhere in the world. The virtual campus offers a collaborative environment between teachers and students facilitating e-mails, chats, books, articles, case studies, simulations, experiences, websites, blogs and a video library. You will have a wide range of tools at your disposal to make your learning experience interactive, rewarding and complete.

NETWORKING & ALUMNI CRUYFF INSTITUTEJohan 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.

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