General information

  • Degree: Master in Sport Management from the Johan Cruyff Institute
  • Duration: 13 months. 60 ECTS (weekly dedication of 10-12 hours)
  • Start: February 15, 2021
  • Modality: Online. Also available on campus in Amsterdam (English), and blended in Barcelona (Spanish)
  • Language: English or Spanish
  • Price: € 7,920.- + € 30.- Application Fee (The Admission Fee must be completed to start the admission process before February 10th. This fee will be discounted from the last installment. If not admitted or enrolled, the admission fee will not be reimbursed).
  • Payment methods: Payment by installments available
  • Special conditions: Discount for alumni and members of partner entities
  • Enrollment: Registration open until the start of the Master program

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 sports industry has had a growing impact on the global economy over the last 20 years with investment in public infrastructure, mobilizing resources and creating new professions and jobs. Today it is one of the professional sectors with the most economic momentum, creating opportunities for many people who aspire to a future in the world of sports.

Objectives

The main objective of the Master in Sport Management Online is to train you to use management tools to help you recognize business opportunities, develop strategies, anticipate changes, optimize resources and analyze information judiciously, without the obstacles of time or place and adapting the pace of study to your individual workload and availability.

LEARNING OUTCOMES

  • To understand and apply strategic, global and objective vision to the sports industry from a business perspective.
  • To create new market opportunities by applying an entrepreneurial spirit and a culture inclined towards innovation in sport organizations.
  • To use the most innovative practices in sport marketing and be more effective in brand strategy and sponsorship execution.
  • To detect the key factors to lead professional teams and obtain the best results.
  • To interpret the financial statements of a sports organization and create financial strategies for new products and businesses.
  • To optimize the management of a sport facility and sporting event.

Aimed at

The Master in Sport Management is right for you if:

  • You’re an (ex-) athlete who is looking for academic education and a degree in sport management to give your professional career a boost.
  • You’re working in a management environment and want a specialization in the sports industry.
  • You wish to complete your education with a postgraduate degree specializing in business and
    sport management.

Those who have completed this Master are currently working in the areas of:

  • Sports Competition (professional sports teams and event organizers)
  • Governance (sports federations and associations)
  • Facilities and Sport Events (championship organizers, sports clubs)
  • Community Sports (foundations, municipalities)
  • Sports Consulting (own business initiatives)
  • Sports Journalism (media)
  • Marketing and Sponsorship (private and public companies)

ADMISSION REQUIREMENTS

To be admitted, you must meet one of the following requirements:

  • Have a Bachelor’s degree, diploma or equivalent.
  • Have at least 3 years experience in the field of sport management.
  • Have developed a career as a professional athlete.

ADMISSION PROCEDURE

Please complete the pre-enrollment form if you are interested in studying this program. Your form will be submitted to the Admissions Committee, which will evaluate if your achievements as well as your aspirations and motivations in pursuing this degree, are in line with the objectives of the program. The admission procedure may include a personal interview with the program manager. One of our academic consultants will contact you within 72 hours.

Program

The Master in Sport Management Online is composed of an introductory module, mandatory modules and elective modules. The mandatory modules are divided into foundation modules (Core) and specialization modules (Advanced), linked to this specific program.

Within the elective modules you will have to choose between foundation modules (Elective Core) and specialization modules (Elective Advanced).

Total Mandatory Credits 33 Total Elective Credits 27
24 ECTS (Mandatory Core) 12 ECTS (Elective Core)
9 ECTS (Mandatory Elective) 15 ECTS (Elective Advanced)

 

Master in Sport Management Online

MANDATORY - 33 ECTS

Mandatory Core
24 ECTS

Strategic Management in Sport Organizations – 6 ECTS

  • The company strategy: origin and design
  • The purpose of the company: mission, vision and values
  • Strategic analysis: SWOT
  • Positioning strategies based on external analysis
  • Growth strategies
  • Business Plan: model and strategy

Financial Management in Sports Organizations – 6 ECTS

  • Finance and sport management
  • Interpretation of financial reports
  • Analysis of financial statements
  • Financial planning
  • Project investment and assessment
  • Financing

Sport Marketing – 6 ECTS

  • Introduction to sport marketing
  • Defending the marketing strategy: differentiation
  • Marketing segmentation, targets, positioning and value proposal
  • Brand design & marketing
  • Operational marketing: objectives
  • Development and management of products/services in sport organizations
  • Pricing policy
  • Distribution policy
  • Communication policy
  • Marketing and communication 2.0 and social media
  • Marketing plan

Master’s Degree Final Project – 6 ECTS

  • Business plan development

 

Mandatory Advanced
9 ECTS

Innovation and Entrepreneurship in Sport Organizations – 3 ECTS

  • Innovation: What are we talking about?
  • Innovation strategies
  • Innovative business models
  • The organization of innovation
  • Innovation and the customer
  • Open innovation

Sport Facility Management – 6 ECTS

  • Territorial planning of sports facilities
  • Management models
  • Operations plans of a sports facility

 

ELECTIVE - 27 ECTS

Elective Core
12 ECTS

 

CHOOSE THREE

Leadership in Sport Organizations – 3 ECTS

  • Leadership: a definition
  • Leadership styles
  • Personal effectiveness
  • The psychology of leadership: ‘getting things done’
  • Leading a team
  • Conflict management

Human Resources in Sport – 3 ECTS

  • The annual human resources cycle
  • Organization
  • Development and performance evaluation
  • Project management & talent identification
  • Compensation and benefits & internal communication
  • Human resources strategic plan

Governance in Sport – 3 ECTS

  • Introduction: typologies of sports/games
  • Historical/anthropological aspects
  • The political sciences angle
  • Institutional analysis
  • The development angles
  • Conclusion and way forward

Data Analytics in Sport – 3 ECTS

  • Data in sport VS other industries
  • Fan Engagement data & analytics
  • Performance analytics
  • The role of IoT in sport
  • Machine Learning & Artificial Intelligence in sport to predict/prevent outcome (match results, injuries)
  • Blockchain potential cases and uses in sport (sport passport for athletes, medical records, smart contracts)
  • Build your own analytics

Fan Engagement – 3 ECTS

  • Introduction to Fan Engagement
  • Key Concepts of Fan Engagement
  • Understanding the Fan
  • Fan Engagement Strategy
  • Best practices of Fan Engagement
  • Actual & Future Trends of Fan Engagement

Sport law – 3 ECTS

 
CHOOSE ONE

Sport Media – 3 ECTS

  • Introduction: objectives, structure & method
  • Sport & media: history
  • Sport & media geography: description & particularities of the world’s main regions
  • How does it work?
  • Conclusion + overview of what the future might bring

eSports – 3 ECTS

Elective Advanced
15 ECTS

 

CHOOSE THREE

Sport Event Management – 6 ECTS

  • Event types
  • Organization models
  • Candidature
  • Event phases
  • Economic management
  • Event marketing
  • Personnel & volunteers
  • Risk management
  • Legacy

Corporate Social Responsibility in Sport – 3 ECTS

  • Origin and conceptual framework of CSR
  • CSR and stakeholders in the world of sport
  • Organización and implementation of CSR
  • CSR reportings
  • Patronage
  • Communications and corporate reputation

Sport Sponsorship I: Strategy – 6 ECTS

  • The sponsorship marketplace
  • The sponsorship toolbox
  • Managing and activating sponsorship

Digital Marketing in Sport – 3 ECTS

  • The digital revolution and its impact on the sports industry
  • Digital strategy: much more than just marketing
  • Content and platforms: the power of social networks to create fan engagement
  • From content generation to monetization
  • Designing a digital marketing plan
  • How do we implement our plan?

 

Learning model

The Master in Sport Management puts you at the center of your education. You will enjoy learning based on a learning by doing methodology. We encourage collaborative work and transfer the content to specific situations in sport management (connective teaching methodologies and social constructivism). Our staff of expert faculty will guide you in the learning process, providing high quality training with the flexibility of online study.

PERSONALIZED TUTORINGThe academic team will support you throughout the program, helping you to expand your knowledge and keep pace with the program requirements and content. For each module, you will have one or two professors, depending on the particular module, and they will give you support so you are able to achieve the learning objectives. You will also have the support of a coordinator who will monitor your performance and learning throughout the academic program.

Communication and queries will be handled by:

  • E-mail: reply within a maximum of 24 hours.
  • Support via chat / call / video conference.

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.

Learn more about our Faculty pool.

Student services

VIRTUAL CAMPUSAs a student of the Master in Sport Management, 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.

CORPORATE INTERNSHIPSOur Corporate Training Program is the natural result of the global network of the Johan Cruyff Institute. The practices are an enriching learning experience for both organizations and for students. They contribute to the company’s professional development, and offer students the opportunity to access businesses related to sports live the reality of a sport organization and acquire new practical skills and knowledge.

CAREER SERVICESThe Johan Cruyff Institute allows a bridge between potential candidates and the corporate sector involved in sports. Organizations and companies in the sports sector with vacancies contact us when looking for sports-minded candidates. The Johan Cruyff Institute selects qualified contacts within our network profiles. Employment opportunities and new projects in the sports sector are also announced through our various channels.

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