A football club needs a shared direction that connects its sporting identity with governance, organization and business decisions. Strategic planning makes that direction explicit and turns ambition into objectives that departments can understand, execute and evaluate.
This course guides you through the strategic planning process in football. You will examine ownership and governance, mission and vision, stakeholder and environmental analysis, internal capabilities, departmental roles and strategic alternatives. The final focus is the construction of a coherent plan with objectives, initiatives, responsibilities and performance indicators that can support implementation.
“The sports industry is constantly evolving, and professionals need to continue developing their knowledge to stay prepared for new challenges. Our online courses offer the opportunity to deepen your knowledge in different areas, update your skills, and gain a broader perspective on the trends and opportunities shaping the future of sports.”
Lukas Dorda Associate Academic Director Johan Cruyff Institute
This course aims to teach students the core strategic principles implemented by football clubs, as well as to provide a detailed overview of a club’s ownership and governance model. Students will learn about the various hierarchical structures adopted by different clubs and will gain insight into the various internal departments that form a football club, understanding their roles, functions and how they interact with one another.
After completing the course, participants should be able to:
3 topics 3 ECTS
A cutting edge programme for today’s sports agents. Covering sports regulations, ethics and integrity, business practices and skills, and legal frameworks governing the sports agent profession.
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View courseDefine, activate and measure a football brand so that identity, communication and business decisions reinforce one clear strategic position.
View courseShape football narratives and media projects for broadcast, digital and emerging platforms while understanding how media transform the game.
View courseMap football as a global industry by examining its stakeholders, club models, governance, finances and emerging business opportunities.
View courseUnderstand the business behind football through club strategy, leadership, marketing, finance and technology in a flexible learning journey.
View courseBy combining a comprehensive understanding of the FIFA regulations and an effective exam strategy, our training course will set you up for success in passing the FIFA football agent examination.
View courseJohan Cruyff Institute offers specialized online courses across a variety of areas within the sports industry. These flexible, practical, short-term programs are designed to help you develop or update specific knowledge and skills while allowing you to learn at your own pace from anywhere in the world.
Our online courses combine flexibility, practical learning, and up-to-date content to help you develop targeted skills with a study schedule that fits your availability. They are an excellent option for professionals, athletes, and anyone looking to continue their education without interrupting their work or personal commitments.
Our online courses are intended for sports industry professionals, athletes, students, and anyone interested in gaining or updating knowledge in specific areas of the sports industry. Depending on the course, they may be suitable for both experienced professionals and individuals looking to begin a career in sports.
The best choice depends on your interests, experience, and career goals. If you're looking to develop a specific skill, update your knowledge, or explore a new area of the sports industry, an online course may be the ideal option. Our Admissions team can help you identify the program that best fits your profile.
It depends on the course. Some programs are open to anyone interested in the sports industry, while others require previous knowledge or professional experience. Please refer to the course webpage for specific admission requirements.
If there is anything you could not find on this page, send us your question and our admissions team will get back to you.
