The FIFA/CIES International Programme in Sports Management covers all sports. It provides training in 6 essential fields of sports management, namely sports event management, finance, communication, management, sports law, marketing / sponsorship.
Marketing /Sponsorship
- Introduction to Sports Marketing and Sports Industry
- The Essentials of Marketing (Marketing Plan and Mix, Branding)
- Understanding the Consumers (Segmentation, Market Research, Consumer Behaviour)
- Fan Relationship Model
- Digital & Social Media for Sports Properties
- Maximizing the Revenue Model
- Sponsorship in Practice
- Servicing Sponsorship (Activations, Ambush Marketing and Brand Protection)
- Sporting Goods Industry
- New and Emerging Sport Products (Gaming, Betting, eSports, Women’s Sports
Law
- International and national sport: structures and organisations
- The legal status of the Athletes
- Contracts in the field of sport
- Dispute and litigation resolution in sport
- Threats to the Integrity of Sports (Doping, Match-Fixing, Illegal Betting)
- Responsibility of the Sports Manager (Compliance, Civil and Criminal Liability)
- Legal Aspects of Event Organisation and Management
- Regulation and legal protection of trademarks
Communication
- Why is communication important?
- From corporate world to sports – applying and adapting communication principles
- Sports organisations and individuals
- Communication areas
- Organisations and staffing of communication structure
- Communication strategy – approach and implementation
- Issues Management
- Crisis communication management
Event Management
- Legacy / strategy
- Bidding process
- Sustainability and sports events
- Project Management & Scheduling
- Organizing Committee & HR / Volunteer Management
- Venue Planning
- Stakeholder Management
- Contingency / Emergency Planning
- Competition Management
- Venue Management & Operations
- Marketing & Media Operations
- Support Functions & Services
- Crisis Management (from an operational perspective)
- Post-Event Debriefing & Evaluation (KPI’s)
- Knowledge Management & Transfer
- Implementation of Legacy Plan
Finance
- Fundamentals of Financial Accounting (From T-Accounts to Financial Statements)
- Accounting Systems (Transactional Systems and ERP of Sports Organisations)
- Sports Organizations Financial Statements
- Analysis and interpretation of financial statements
- Budgeting (Long-Term and Short-Term Planning)
- Corporate finance (Capital and Working Capital Management, Forms of Funding)
- Project Evaluation
- Sports Organizations Revenue Management
Management
- The structure of a sports organisation
- Strategic planning
- Motivation
- Application of motivation theories
- The individual decision-making processes
- The group and the group decision
- The team and teamwork
- Meetings
- Human resources
- Leadership
- Conflicts
- Negotiation
- Organisational changes
