STRATEGIC MANAGEMENT IN THE FOOTBALL BUSINESS - FOR MA/MSC/MBA SPORT MANAGEMENT, SPORT BUSINESS, AND SPORT INDUSTRY STUDENTS - INSPORT ...
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Strategic Management in the Football Business _________________________ For MA/MSc/MBA Sport Management, Sport Business, and Sport Industry students Module designed and delivered by InSport Education © InSport Education 1
Table of contents Table of contents ........................................................................................................ 2 Overview .................................................................................................................... 3 Anticipated module outcomes .................................................................................... 3 Academic team .......................................................................................................... 4 Practitioner team ........................................................................................................ 4 Teaching strategy ....................................................................................................... 5 Indicative module content and timetable .................................................................... 6 Assessment................................................................................................................ 8 © InSport Education 2
Overview
Target degree MA/MSc/MBA Sport Management, Sport Business, and
programmes Sport Industry or equivalent
Module name Strategic Management in the Football Business
Module pre-requisites N/A
Semester Semester 2, January – May (2021)
Module coordinator(s) Academic from the InSport Email available upon
(academic) Education Advisory Board request
Module coordinator(s) Dan Parr dan@insport.education
(delivery) Will Gardner will@insport.education
The objective of the “Strategic Management in the Football Business” module for
MA/MSc/MBA Sport Management, Sport Business, and Sport Industry students is to
provide postgraduate students interested in a career in football with the opportunity
to focus part of their postgraduate learning on the football business, and their
employability and professional development within this field. As such, the module is
specifically designed to augment academic institutions’ existing Master’s
programmes.
Anticipated module outcomes
Academic
Upon successful completion of the module, students will be able to:
1. Critically evaluate and analyse the business functions of professional football
leagues, teams, and federations, with particular reference to the Premier League
2. Communicate the findings of business functions analyses to audiences using
written and presentation skills
3. Understand the commercial, social, and economic roles of:
a. broadcast, sponsorship, and marketing
b. sport law and intermediaries
c. football in the community, and CSR in football
4. Appreciate the prospects and challenges present in emerging commercial
opportunities, such as the women’s professional game and esports
© InSport Education 3Professional Upon successful completion of the module, students will be able to: 1. Call upon a network of industry practitioners, employers and peers as they move forwards in their career 2. Have a clearer understanding of the employability requirements in the football business 3. Be aware of relevant case studies in the football business Academic team Academic leader Academic from the InSport Education Advisory Board Academic consultant Dr Joshua Gordon, University of Oregon Practitioner team One of the primary professional objectives of module is to network students with a wide range of industry practitioners and employers in the football business. InSport Education have relationships with a large number of football business practitioners – including those working in professional clubs, leagues, federations, agencies, academia, and more – who deliver certain parts of the module. This bank of practitioners is constantly updating in step with the football industry and tailored to suits the needs of the academic institution’s existing curriculum. Accordingly, practitioners change year to year, module to module. Below is an indicative list of practitioners who have delivered or agreed to deliver content in the past: Phil Carling Darrell McLennan Fordyce Global Head of Football, Octagon CMO and Co-MD Sports, 23 Capital Professor Simon Chadwick Dame Heather Rabatts Director of Eurasian Sport, Emlyon Former Director, FA Lord Colin Moynihan Dr Daniel Parnell Former Minister for Sport CEO, Association of Sporting Directors Jo Tongue Ivor Heller CEO, Tongue Tied Management Commercial Director, AFC Wimbledon Ben Nicholas Daniel Geey SVP Head of UK Media and Global Digital Sales, Partner, Sheridans Sports Group IMG Media © InSport Education 4
Tim Dowd Joel Carter
Former Insight Director, Sky Lead Sports Scientist, Millwall FC
Tony Sharkey Lisa Smith
Football Intermediary Director of PR, Media and Events,
Prepared PR
Dean Steninger Andy Dwyer
Academy Technical Director, Chelsea FC Women Former CEO, brandRapport
Adam Field
Head of Global Fan Engagement, Chelsea FC
Teaching strategy
Lectures (academic) 13 hours
Seminars (professional) 13 hours
Workshops and presentations 6 hours
Guided independent study and virtual meetings with practitioners 144 hours
Total 176 hours
Students will participate in the above indicative format of classes to achieve their
learning outcomes in the following ways:
Lectures
Lectures with guest academics will be used to introduce students to the key
terminologies, theories, and overarching themes associated with the topic area.
Seminars
Seminars with industry practitioners will be used to interactively build upon and
develop the knowledge acquired in lectures, applying these theoretical concepts to
everyday commercial activities in the football business. Seminars are also a key time
for professional networking both with practitioners and peers.
Key skills such as verbal and non-verbal communication and presentation will also
be developed.
Workshops and presentations
Workshops and presentations will be used as an opportunity to apply the skills and
learnings accumulated in lectures and seminars to simulated football business
scenarios.
© InSport Education 5Key skills such as teamwork, verbal and non-verbal communication and presentation
will also be developed.
Guided independent study and virtual meetings with practitioners
Students are expected to engage in independent study and learning, in particular the
reading of current journal articles, in order to further their knowledge base and
develop understanding of the broad nature of the football business.
Reading lists, both required and recommended, will be distributed to students each
year when the module content is finalised.
Students are expected to attend and engage in group virtual meetings with
practitioners, utilising Zoom or alternative VLE software. These meetings will be
focused on students’ professional development and enhancing their employability
skills.
Indicative module content and timetable
A key component of the module is the ability to tailor content to institutions’ existing
curricula. Additionally, as the football business changes from day to day, course
content can and will innovate and change in-line with these developments.
As such, the below module content and timetable is indicative only.
Day Session Strategy Content
Day AM 1 Lecture What is the Premier League?
1 Dame Heather Rabbatts – Former Director, FA
AM 2 Lecture Football’s TV billions continue to rise, but is the
game about to eat itself?
Rob Wilson – Head of Department, Sheffield
Business School
PM 1 Seminar Financing models in football business
Darrell McLennan Fordyce - CMO and Co-MD
Sports, 23 Capital
PM 2 Workshop Everyday economics of a football club
Rob Wilson – Head of Department, Sheffield
Business School
Day AM 1 Lecture Sport and media
2 Lisa Smith - Director of PR, Media and Events,
Prepared PR
AM 2 Lecture Sponsorship and marketing
Andy Dwyer – Former CEO, brandRapport
© InSport Education 6PM 1 Seminar Global fan engagement
Adam Field – Head of Global Fan Engagement,
Chelsea FC
PM 2 Workshop Sponsorship and Gambling
Andy Dwyer – Former CEO, brandRapport
Day AM 1 Lecture Fans, broadcast, and consumer insights
3 Tim Dowd – Former Insight Director, Sky
AM 2 Seminar Esports and football
Adam Whyte and Oliver Weingarten – Founders,
LDN UTD
PM 1 Lecture Football and immersive experiences
Andy Wood – President, Cubic Motion
PM 2 Workshop Sport in the community [STADIUM VISIT]
Ivor Heller – Commercial Director, AFC Wimbledon
Day AM 1 Lecture Football intermediaries and sport law
4 Daniel Geey – Partner, Sheridans Lawyers
AM 2 Lecture Stadium and event management
Lizzie Liebenhals – Co-founder, Halls and Halls
PM 1 Seminar A commercial appraisal of women’s football
Dein Steninger – Academy Technical Director,
Chelsea FC
PM 2 Workshop Applications of data in football and the role of
Sporting Directors
Dr Daniel Parnell – CEO, Association of Sporting
Directors
Day AM 1 Lecture The Design of the Spurs New Stadium
5 Populous Studio – Architects
AM 2 Seminar Tour of the Spurs New Stadium
Tottenham Hotspur staff and Populous Studio
architects
PM 1 Seminar Disaster planning and response in football
Dame Heather Rabbatts – Former Director, FA
PM 2 Workshop Football and CSR
Dr Rob Wilson – Head of Department, Sheffield
Business School
© InSport Education 7Assessment
The module will be assessed with one piece of written coursework to be completed
after the module teaching has finished, and one 10-minute presentation to be
delivered to examiners and the InSport Education Advisory Board at the end of the
taught week of the module.
Assessment Method of Grading Weighting Pass Length
code assessment mode mark
01 Written Numeric 70% 50% 3,000
coursework words
02 Presentation Numeric 30% 50% 10 minutes
Task 01 Brief
Title Strategic Management in the Football Business – Strategic
Report
Hand-in date 14th May 2021
Length 3,000 words
Submission Email
Weighting 70%
Brief You are required to produce a report that strategically
analyses the business functions of a club, league,
federation, or company that operates in the football
business. Included in your report should be:
1. An analysis of the financial performance and
financial position of the organisation
2. An analysis of key non-financial business functions,
such as governance, strategy, and HR
3. On the basis of your findings thus far, make an
assessment of the organisation’s future prospects
Marking criteria Description Weighting
Ability to identify, perform and 20%
communicate the findings of a financial
performance and financial position analysis
© InSport Education 8Ability to identify, perform and 20%
communicate the findings of a non-
financial analysis of business functions
Ability to identify, understand and factor-in 25%
the effects of wider issues that impact
medium- and long-term strategic prospects
Ability to apply core business principles to 25%
strategic analyses
Written, presented and referenced to a 5%
good academic stand
Use of American Psychological Association 5%
(APA) Harvard referencing system. A close
match between references used in the text
and in the References list
Task 02 Brief
Title Strategic Management in the Football Business -
Presentation
Hand-in date End of the taught week (TBC)
Length 10 minutes
Weighting 30%
Brief You are required to choose a contemporary issue in
football business covered during the module and give a
presentation to the Advisory Board of an organisation of
your choice on how they ought to respond to the
challenges stemming from this issue.
Marking criteria Description Weighting
Establish the link between the 20%
contemporary issue in football business
and the organisation you have chosen.
Critically evaluate the problems faced by 20%
the organisation and consider potential
solutions that are realistic and achievable.
Provide a clear and prioritised set of 25%
recommendations to the Advisory Board
© InSport Education 9that are consistent with the evidence
provided.
Effectively communicate the link between 25%
the contemporary issue and the
organisation, your critical evaluation of the
problems stemming from this issue, and
your prioritized set of recommendations.
Presentation style and materials are 5%
developed to a high standard. This
includes the use of relevant visual aids.
The presentation has a clear and logical
structure.
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