PGC Sport Mng Brochure

8/3/2019 PGC Sport Mng Brochure

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You are passionate

about sport and love

what You do

In such an ongoing tough economicclimate it is critically imperative formanagement of sport organisationsto have the ability to secure currentrevenue streams and develop longterm strategies that can diversifythese in the future.

Develop

We see a plethora o money owing through a minority o

sporting codes which urther exasperates the ability or many

sports to maintain or even develop viable business models.

Most challenging o all is that as athlete pathways and

development processes are increasingly defned the

administration and management pathway in sport organisations

and across the industry is unclear and somewhat ragmented.

The Post Graduate Certifcate in Sport Management is

designed to equip you with the tools and skills to excel in

this burgeoning industry sector. We understand and actively

work across numerous aspects o the sport sector and in

many countries and cultures so can provide you the most

relevant and up to date issues and topics that are occurring

in the industry.

This knowledge is important to absorb rom experienced

industry practitioners. Our teaching methodology ocuses on

providing you with experiential learning. This places you at

the oreront o applying your skills through project work or

internships along with problem solving techniques as required

with specially developed case studies.

Wat Dos t PGC PovD You?

Gain new insights into what you can achieve as an

inspirational sport leader

Learn more about yoursel as a leader and your ability to

manage

Acquire an enhanced ability to build high quality relationships

with key internal and external stakeholders

Develop a broad network across the international sport

community

Get exposed to new diverse perspectives on global sport

business trends that will shape the economic, social and

competitive environment

Interact with worldclass aculty and gain rom their knowledge

and ideas

Flexible residential workshop based programme schedule to ft

with the demands o work

Wo souD attnD

The PGC is intended or highly motivated and ambitious

individuals who typically have a background in the sport industry

and are looking to urther develop their long term career. It is

particularly suited to individuals including:

Management o International Federations looking to develop

business acumen specifcally related to the sport industry

Management with unctional roles in large National Federations

CEO or senior management in developing or small National

Federations

Coaches and high perormance directors interested in creating

more robust athlete pathway programmes

Proessional and elite athletes considering post competitive

career development

Management rom proessional leagues and clubs who are

charged with implementing revenue generating strategies

Brand managers o sporting good manuactures and retailers

Facility managers responsible or maximizing usage

A Unique Opportunity

But oW Can YouDo t Btt?

Mike MillerSecretary GeneralIRB (International Rugby Board)


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Programme Focus

providing a new

understanding and

perspective of the

sport industrY

ThePGCtakesbestofbreedbusinessmanagementconceptsandappliesthemspecicallytotheuniquesectorofsportmanagement.

Achieving high quality results, according to service delivery

targets and stakeholder satisaction, are key goals or any

operational team and sports management is no exception.

During this module delegates will explore the internal actors

that contribute to high level operational perormance in sports

management and the external actors which inuence it. To

acilitate this, the module ocuses on our main Operations

areas:

i) Strategy;

ii) Design;

iii) Control;

iv) Improvement.

oBjCtvs:

Stimulate an awareness o the strategic characteristics o

operations systems and the proactive approaches that may be

adopted in their design.

Equip individuals with an appreciation o technologies and

techniques available to assist in optimizing operational

perormance in the management o sports.

Provide an insight into the application o techniques to control

operational resources and to assist continuous improvement

in sports management.

It has become popular in most sports organisations to

develop strategic plans which are intended to ensure that an

organisation takes a long term perspective rather than operate

on a day to day basis. The theory sounds good but the reality is

that very oten only lip service is paid to strategic planning.

Statements about vision and mission are oten bland and o

little value. Financial projections are characterised by blue skies

thinking. Questionable assumptions remain unchallenged.

oBjCtvs:

Provide a ramework or developing a rigorous approach to

strategic planning.

Be able to identiy the dierences between eective and

ineective strategic planning.

Appreciate the challenges involved in setting objectives

and KPIs.

Know how to approach problems o resource allocation

across competing unctions, projects, and countries / regions.

Develop the ability to view problems rom a general

management perspective.

The environment in which sports organisations are operating

is becoming more and more difcult. Customers are becoming

more and more demanding, price sensitivity is increasing,

sponsors are under fnancial pressure, substitution is

presenting major challenges in sports such as cricket and

rugby, and competition is intensiying.

Under these circumstances marketing has a critical role

to play in an organisations success, and requires more

careul planning and evaluation than has oten been the case

in the past.

oBjCtvs:

Understand how to analyse markets, customers and

competitors.

Know how to deploy the various elements o the marketingmix, and measure their eectiveness.

Appreciate the challenges involved in the use o new

marketing tools such as the internet and social networks.

Understand how to measure and build client and customer

satisaction.

Acquire insight into how to develop brands and the value o

such activity.

Operations Management Strategic Planning Marketing, Strategy & Sponsorship

The aim o this module is to provide participants with an

ability to interpret and use fnancial inormation as part o their

responsibilities in a variety o sports organisations.

The course begins by highlighting the role o accounting

inormation in organisations and the wider community and

the need or overall accountability including internal controls.

The course then examines the primary sources o accounting

inormation, namely, the balance sheet, the income statement

the cash ow statement and (selected) notes to those

fnancial statements.

Once you understand fnancial statements you will be better

able to identiy fnancial strengths and weaknesses o your

own organisation and be better prepared to engage in realistic

budgets or the uture.

oBjCtvs:

Explain the main terms used in accounting & fnance.

Apply the basic principles involved in preparing fnancial

statements.

Interpret and use inormation contained in fnancial reports.

Prepare and evaluate budgets and fnancial orecasts.

Management &Finance Accounting

Recognition

Standards


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The growing divide between proessional and amateur sporting

codes is o particular concern or those with struggling

revenues.

The module provides a basis to understand the key revenue

drivers across various sporting codes rom IFs, NFs, leagues,

proessional clubs, etc. From this urther analysis is provided

as to key drivers o successul clubs and organisations and the

programme investment activities that have led to this success.

oBjCtvs:

Understand the structure and revenue streams o various

sport organisations, both amateur and proessional.

Identiy key drivers o success or both amateur and

proessional sport orgnaisations / clubs / leagues.

This module explores the exciting area o event management

with a ocus on mega events. The context and strategic nature

o investing in smaller niche events will also be explored.

There has been much debate in recent years as to the nature

and objectivity o event legacies. What is clear is that a well-

defned event acquisition plan at the ront end is essential in

achieving event legacy. Equally the delivery o major sport

events is becoming increasingly more sophisticated as

managers o these events strive to integrate all unctional areas

o the local organising committee into their design and delivery

o the project. This module looks critically at this integration and

the complex issues that arise throughout the delivery phase.

oBjCtvs:

Develop a strategic approach to event acquisition.

Identiy the key areas o event delivery throughout the

organising committee liecycle.

Examine the multi stakeholder environment o event delivery

and how to maximise stakeholder involvement and investment.

Determine what makes a successul legacy plan and the key

determinants to achieving this in the long term.

The undamental existence o a sport organisation is ocused

around that o athletic perormance. This maniests itsel

through providing programme opportunities across the athlete

pathway, exposing and distributing athletic perormance rom

a commercial and media perspective or achieving high quality

feld o play experiences or athletes and ofcials.

From whichever perspective it is viewed sport administrators

must have an understanding o management o the athlete

pathway right rom community sport through to high

perormance programmes. This module is a key dierentiator

rom any other sport management programme and will provide

you with unique learning o the athlete pathway which will prove

to be invaluable throughout your career in years to come.

oBjCtvs:

Examine the ROI o athlete programmes.

Determine a multi-stakeholder approach to analyzing and

reporting value drivers o athlete programmes.

Understand management approaches to creating athlete

pathways rom community sport, talent ID, development,

presentation and transition stages o the athlete pathway.

Identiy the impact on the organisation structure o various

programme models.

With increasing investments in sport coming rom mechanisms

o government the fne line between politics and sport becomes

more & more blurred. Indeed the governance principals and

structure o sport organisations themselves create inherent

political enclaves within these structures.

This module looks at the political nature o sport, how to

eectively manage within this environment and the ethical

considerations that are raised or sport administrators.

oBjCtvs:

Identiy the roles and responsibilities o IFs and NFs.

Recognise the various structural and governance bases o

sport organisations and analyse how these impact on the

management and administration unctions.

Develop a stakeholder perspective management approach.

Identiy, diagnose, analyse and resolve ethical dilemmas

conronted by management.

Anticipate and pre-empt emerging threats to the image,

reputation and even operation o your organisation.

Professional & AmateurSport Structures Event ManagementHigh Performance ManagementPolitics & Ethics in Sport

Programme Focus

Achieve long-termSuccess

diverseperspectives

Excel


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Programme Structure & Schedule

To suit the busy schedules o modern lie we have

devised the programme to run or six months,

consisting o two workshops o eight days each with

additional project work to be completed ollowing

each workshop.

YourtimeCommitment:

16Teachingdaysspreadovertwoworkshops

IndividualandGroupCaseStudies

Finalprojectsubmittedwithinthreemonthsfollowin

gsecondworkshop

Workshop1

Finance &OperationsManagement, Grou

p CaseStudies

MarketingStrategy,GroupCaseStudies

Individual CaseStudies

Workshop2

ManagementChallengesinSport,Grou

pCaseStudies

SportEvent Management,GroupCase S

tudies

Individual Project/Internship

Flexible

ThemoreItraveltheworld,themoreIamwitnessingtheimpactandexposurethatsportingorganisationscanhaveonsociety

.Increasinglyit

istheonesthathavestrongleadershipandvision

thatthriveonthisexposureandareabletotaketheirorganisationstothenextlevelofsuccess.Toinvestinthedevelopmentoftheadministration

andmanagementofsuchorganisationsisoneofthesmartestmovesanorganisationorindividualcanmake.

sirPhilipCravenPresident

IPC(InternationalParalympicCommittee)

Modules/Projects


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An impressive line-up o aculty has been exclusively selected to

deliver the PGC. Many are industry originators whilst others have

some o the most extensive experience in business and sport as

you can see rom below:

Terrence BurnsTerrence has a long history in Olympic marketing and communications as a sponsor, as an agent

or the IOC, and as an Olympic consultant. As the managing director o an Olympic sponsor

program, he was responsible or the planning and implementation o Delta Air Lines sponsorship o

the 1996 Olympic Games in Atlanta. Later serving as Meridians Senior Vice President Marketingand Sponsor Servicing, Terrence was responsible or a team o Group Managers who managed the

day-to-day marketing relationships with the IOCs TOP Partners. He also spearheaded the frst-ever

global assessment o the Olympic Brand in 1998. Terrence served as a communications strategist

or the successul Beijing 2008 and Vancouver 2010 bids. Most recently, Terrence and his team

rom Helios guided the Sochi 2014 bid committee to their successul selection as host city or the

2014 Olympic & Paralympic Winter Games along with the successul Russian bid or the 2018

FIFA World Cup, marking the frst time in history that Russia will host both the Winter Games along

with the World Cup.

Prof. Peter ClarkePeter Clarke is Proessor at the Department o Accountancy at University College, Dublin. He

has undertaken many overseas lecturing and consulting assignments and has presented papers

at many leading international accounting conerences. He has also authored books including

Managerial Accounting: Costing, Decision Making & Control (2010) and Accounting Inormation

or Managers (2002). Formerly, he was ounding director (and lecturer) or the Diploma in Sports

Management at UCD.

Apostolos RigasAwarded Sports Manager o the Year 2006 by the Hellenic Society o Sports Management

Apostolos is acknowledged as one o worlds oremost experts on Paralympic Games

management. Today, he is the Head o Paralympic Games Strategic Projects or the IPC,

responsible among others to supervise all elements o Paralympic Games organisation guidelines

and requirements, Paralympic Games organisation transer o knowledge, Paralympic Games

impact, IPCs work in the critical area o accessibility, several unctional areas and Games-time

operations etc. He has studied Adapted Physical Activity and holds a Masters Degree in Sports

Management and is the current President o the Board o the Aghios Kosmas National Youth Sport

Centre in Athens, Greece.

Andrew WhalleyProgramme Lead, RHUL

Andrew is a ormer International American ootball coach, a qualifed sports therapist and sports

scientist, as well as a qualifed coach in several sports. He joined RHUL in July 2008 ater a year

as a visiting lecturer. Prior to this Andrew taught at a number o universities, commercial training

business and private universities in the UK, covering a number o Marketing and Business strategy

topics. His key research interests include Sports Marketing, Business-to-Business marketing,

Relationship marketing, Branding, Cost structures in relation to Marketing and business decisions

and ILT in Higher Education.

World-Class Faculty

Prof. Gordon MandryProgramme Director

Gordon was educated at Oxord University and rom 1973 through to 2007 was at the Manchester

Business School where he lectured in Strategic Marketing and directed the International Business

Programme. He has lectured extensively or many other l eading business schools, and is currently

Visiting Proessor at Cyprus International Institute o Management. From 1974 to 1982, he served

as European Director o the PIMS programme, a large, multi-company research activity aimed at

identiying the relationship between market strategy and proftability. As well as consulting or a

host o impressive multinational companies throughout his career, he is now Director, Academic &

Research or the World Academy o Sport. In this role he has developed and delivered many practical

and inspiring programmes to various International Sport Federations and Organising Committees.

Richard BunnHaving been responsible or the negotiation at the EBU o most major rights agreements Richard

has been instrumental in shaping the world o sport as we know it today. Richard began his

broadcasting career in the U.K. and in 1978 was invited to join the European Broadcast Union in

Geneva developing long-term contractual relationships with most International Federations. He

conceived and was the driving orce behind the creation o Eurosport. Richard was awarded the

Olympic Order in 2001 or his contribution to the development o televised sport and broadcasters

relationships with the Olympic Movement.

Sarah LewisHolding a beacon or womens leadership in sport Sarah is Secretary General o FI S (International

Ski Federation) which is one o the largest and most signifcant International Sport Federations. In

2006 she was awarded the Femme en Or p rize or her achievement o holding a l eading position in

the largest international winter sports ederation. She competed in the 1988 Winter Olympic Games,

Alpine World Championships and on the FIS World Cup. Her involvement in various organisations

makes her an active and respected indi vidual within the international sporting community.

Patrick NallyPatrick is acknowledged as a pioneer and grandather o international sports marketing &

sponsorship. Many international sport projects ollow the marketing principles he devised including

the FIFA World Cup & IOC TOP sponsor packages. Additionally he was involved in the creation o

the General Association o International Sports Federations and has orged strong relationships

with most IFs throughout his impressive career.

Credibility


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Testimonials

Organisations We Work With

The course and the excellent range o speakersstimulated important and invaluable ideas about

how my organisation could maximise the impact

o major events or Yorkshire. I reer to most o

the course content regularly which is a reection

o its relevance to my day to day work.

eril e Mgeme Prgrmme

November, 2007

A very well put together and thought through

programme. The environment created by the

presenters supported and enhanced learning.

xecie admiiri & ik Mgeme

Prgrmme

December, 2009

A well structured programme. A must or a ll

High Perormance directors.

ahlee Perfrmce Phwy Prgrmme

May, 2010

All programmes delivered by the World Academy o Sport

are consistently rated at a very high level. We collected

quantitative eedback rom all programmes and achieve

an average o 4.17 out o 5 across all areas o programme

delivery. The qualitative feedback speaks for itself:

As a proessional athlete, you dont think aboutlie ater competition until you have retired.

At that point panic and anxiety usually set in!

Even though I am coming to the end o my

competitive career, I am looking to expand

my business rom the basic programs I run

now, to more challenging and more fnancially

attractive projects. I eel that the course oers

great education and insight into taking on such

an endeavour. The course curriculum includes

several subjects that I think I need. I believe

that working with other proessionals with

international backgrounds is also benefcial.

ai ber

PGC spr Mgeme

April, 2011

The World Academy o Sport has extensive experience in developing education programmes

or many organisations throughout the world. A selection includes:

Sochi 2014, International Paralympic Committee, International Rugby Board, Federation International

o Basketball Associations, International Federation o Netball Associations, International Cycling Union,

International Ski Federation, Sport Authority o Thailand, Dubai Sports Council, Commonwealth Games

Federation, Talented Athlete Support Scheme, International Cricket Council, Dubai Government

Industry Recognition

Along with being an accredited programme o prestigious

Royal Holloway, University o London, the specially designed

programme content is also endorsed by the World Academy

o Sports International Advisory Board (IAB). This IAB are

charged with discussing and advising on industry education

programmes along with establishing industry standards.

It is an impressive congregation o recognized industry leaders

rom both sport and education including:

Price y al ei

Patron and Honorary Chair

Mr Fri Crrrd

Chair

Former Director General, IOC

Senior Partner, Carrard & Associs

Mr Prick Bm

Secretary General, International Basketball Association (FIBA)

Mr jeff Berd

Director General, International Baccalaureate Organisation (IBO)

sir wrd Berei

Chie Executive, Manchester City Council

Prf. Pl yzell

Principal, Royal Holloway, University o London

sir Philip Cre

President, International Paralympic Committee (IPC)

Mr Gi Frc Kper

President, International Ski Federation (FIS)

Mr r rg

CEO, International Cricket Council (ICC)

Mr Mike Miller

Chie Executive Ofcer, International Rugby Board (IRB)

M Mlly he

President, International Federation o Netball Associations (IFNA)

Mr Chri slly

Director, World Academy o Sport

Mr gh Wh

Chair, IF Education

The awarding certifcate is a Post Graduate

Certifcate in Sport Management rom Royal

Holloway, University o London. Participants

may also specialize in one o the ollowing

sports through project work which is

recognized in the programme award.

Skiing

Cricket

Rugby

Basketball

For example, those undertaking project work

in Rugby would receive a Post Graduate

Certifcate in Sport Management (Rugby)

award. Other sports may be considered

however are not necessarily available as an

awarding specialisation.

Experienced IndustryPractitioners

Netball

Paralympic Sport

Football

Succeed


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The World Academy o Sport is world sports education

partner, delivering educational programmes and creating

sustainable long term partnerships or the beneft o sport

and partner organisations worldwide.

The Academy oers a range o educational programmes

with a truly global reach to athletes, event organisers, and

administrators creating a centre o excellence and delivering

world class education to the global sporting community.

It provides world leading educational programmes to

International Sporting Federations and their member

constituents around the world, and has established sport

specifc education partnerships Academies with several

high profle international sporting ederations.

Through its International Advisory Board, Management

Committee, and Partners, the Academy is able to position

itsel as a world leading centre o excellence, developingindustry best practice and improving global sporting

standards through education.

www.worldacademysport.org

www.was-executivecentre.org

The University o London degree is highly regarded

worldwide. Royal Holloway brings together talented

students in departments where academic sta are working

at the rontiers o their subjects. Through top-class

research, international networks and conerences, Royal

Holloway is advancing knowledge and serving society in

many dierent ways.

The Student Talented Athlete Recognition Scheme (STARS),

which was established in 1996 to provide bursaries and

academic support to assist student elite athletes during their

studies demonstrates the institutions commitment to sport

and to providing opportunities or elite athletes.

The School o Managements mission is to enrich lives and

careers through research, teaching and public engagement

and provides an intellectually challenging and relevant

educational environment oering inspiration to its students,partners, clients and stakeholders.

www.rhul.ac.uk

www.rhul.ac.uk/Management

Pqusts:

At least a BA or BSc Degree or fve years relevant experience

in sport related industries.

nGs anGuaG quaFCatons:

For students whose frst language is not English, with

qualifcation rom non-English speaking institutions,

confrmation o English language profciency is required:

IELTS score o 6.5 overall with grade 7 in writing, or

Paper-based TOEFL: 570 overall with 5.5 in TWE

(Test o Written English), or

Computer-based TOEFL: 230 overall with 5.5 in TWE, or

Internet-based TOEFL: 88 overall with 26 in the writingcomponent, or

Cambridge Certifcate o Profciency in English: at least

a C pass.

Please contact Daniel Miller at the School o Management,

Royal Holloway or the World Academy o Spor t i you are

in any doubt about the suitability o your qualifcations and

experience.

The programme is proving to be very popular and thereore

highly competitive. We advise you to submit an early

application to provide the best opportunity or an oer.

* All inormation is correct at time o publication. World Academy o

Sport & Royal Holloway, University o London reserve the right to make

changes to the programme without notice in order to provide the most

current and industry relevant award.

Admissions Requirements

suPPotnG DoCuMntaton

Please read careully the inormation on how to apply and

ensure you enclose the ollowing inormation with your

application orm:

Two signed academic or proessional reerences on letter

headed paper

Degree transcripts (original or certifed copy)

English Language certifcate (original)

Sport specialisation (i appropriate)

In addition to your academic or proessional qualifcations and

experience, admissions will look or evidence o your interest

in the programme and your understanding o the demands o

postgraduate work.

nstuCtons Fo CoMPtnG t

aPPCaton FoM

Please contact Daniel Miller at the School o Management,

Royal Holloway at [email protected] to request an

application orm. You will receive the necessary instructions or

submitting your application together with the orm. In addition

to flling in the application orm, you also need to provide

supporting documents (see the Supporting documentation

section above).

All applicants must satisy the general postgraduate admissions

requirements o Royal Holloway, University o London and also

those o the programme itsel.

ChallengeYourself

a winningteam

Partners

Teamwork


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www.worldacademysport.org www.rhul.ac.uk

Achieve yourAmbition

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PGC Sport Mng Brochure