UEFA Certificate in Football Management - Finnish Edition - EDUCATION PROGRAMME
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EDUCATION PROGRAMME UEFA Certificate in Football Management – Finnish Edition
Table of contents 1. UEFA CFM in brief 2. Programme components 3. Project team 4. IT matters and technical requirements 5. Contacts for Q&A
1. UEFA CFM in brief
The UEFA CFM is…
• A blended learning programme developed by UEFA in cooperation with leading academic experts, consisting of six compulsory and two
optional online modules and three face-to-face seminars.
• The only existing academic programme focusing on the management of national football associations.
• A Certificate of Advanced Studies worth 10 ECTS* credits, awarded by the Swiss Graduate School of Public Administration (IDHEAP), which
Is affiliated to the University of Lausanne.
Five national editions of the UEFA CFM are organised by selected host national associations across Europe each year, with around 175
graduates in total.
The objectives of the UEFA CFM are:
• To develop the theoretical and practical knowledge of middle managers in European football
• To enhance and consolidate the practical knowledge already acquired by participants
• To enable participants to master the knowledge and skills expected of future senior executives
• To share up-to-date management techniques and best practices throughout European football
• To encourage the exchange of knowledge within European football
* ECTS = European Credit Transfer and Accumulation System
1. UEFA CFM in brief 6 online modules
• 6 compulsory online modules covering the following topics:
– The organisation of football
– Strategic and performance management
1 certificate
– Operational management
– Football marketing and sponsorship 3 face-to-face seminars
– Communication, the media and public relations
– Event and volunteer management
• 2 optional online modules for graduates:
– Stadium management
– Advanced marketing
• 3 face-to-face seminars:
– Introduction to football management
– Football marketing and communication
– Football event management
• Length: 8 months
• 35 participants (25x host NA + 10x other NAs)
• Academic title delivered: CAS (Certificate of Advanced Studies) in Football Management (10 ECTS)
• Assessment of candidates: 2x written assignments and 1x oral exam
• Language of the course: English
1. UEFA CFM in brief
• 6 core online modules, each developed by a university professor:
Prof. Sean Hamil
Topics Academic Expert
Seminar 1. Introduction to Football Management Prof. Mikkel
Draebye
Sean Hamil (Birkbeck University of London,
Module 1. The Organisation of Football
UK)
Module 2. Strategic and Performance Management of a Football Prof. Antonio
Mikkel Draebye (SDA Bocconi, Milan, Italy)
Association Davila
Antonio Davila (IESE Business School,
Module 3. Operational Management of a Football Association
Barcelona)
Prof. Simon
Chadwick
Seminar 2. Football Marketing and Communication
Module 4. Football Marketing and Sponsorship Simon Chadwick (Coventry University, UK)
Prof. Raymond
Boyle
Module 5. Communication, the Media and Public Relations Raymond Boyle (Glasgow University, UK)
Module 6. Event and Volunteer Management Alain Ferrand (University of Poitiers, France) Prof. Alain Ferrand
Seminar 3. Football Event Management
1. UEFA CFM in brief
IDHEAP
Prof.
• Swiss Graduate School of Public Administration (Chair of Public and Sport Management and Information Jean-Loup
Systems) affiliated to the University of Lausanne (UNIL), Switzerland Chappelet
• IDHEAP delivers the Certificates
• Why IDHEAP? Dr.
Dawn Aquilina
– A long experience of both sport management teaching and e-learning
– Offers a Sport Management Certificate since 1995 (first in a Swiss university)
– Co-awards the MSA (Master in Sport Administration and Technology) with EPFL, UNIL and UNIGE
(full time master) since 2001
– Participates in the MEMOS (Executive Master in Sport Organisation Management) supported by PhD candidate
Olympic Solidarity since its beginnings in 1995 Joël Pinson
– Led the SOMIT (Sport Organisation Management Interactive Teaching and learning) project of the
Swiss Virtual Campus (2000-2007)
– Co-ordinates UEFA CFM and DFM since 2010
1. UEFA CFM in brief
Handbook of Football Association Management (HFM)
• This handbook is designed to complement the online content of the UEFA CFM
• Its six chapters correspond to the six core online modules of the UEFA CFM
• Numerous case studies and interviews with professional experts are included to provide a better understanding of what
makes the management of national football associations unique
• Each UEFA CFM participant receives a copy during the first face-to-face seminar
2. Programme components
• The exact starting date and schedule of the programme is discussed between UEFA, IDHEAP and the host NA.
• The following structure and timeframe (common to all CFM editions) should be followed as a guide:
12 weeks 12 weeks
Module 1 Module 4 Module 7 – Optional
Module 2 Module 5 Module 8 – Optional
3 weeks
Module 3 Module 6
Application period
Recruitment Seminar 3 and
Kick-off seminar Seminar 2 Graduation Ceremony
3 weeks
3 weeks after 5 weeks after final
Week before the start report deadline
of modules 1, 2 & 3 assignment deadline
Promotion Final list Assignment Assignment and final
report
16 weeks before KO 10 weeks before KO
2. Recruitment
1 Number of UEFA CFM Participants: 35x per national edition
• 25x host NA:
– NA staff
– Staff of NA stakeholders (regional associations, professional clubs, league, professional players, etc.)
It is up to the host NA to decide how many spots are reserved for the host NA staff and for the host NA
stakeholders
The selection is made by the host NA
• Total of 10 participants from other NAs (participants selected by NA’s)
2 Application period: 23.9.-20.10.2013
2. Recruitment
• Application form: (enclosed)
• Tests: the following tests could help the host NA to establish whether the English level of a candidate is high enough to
be able to follow the programme:
– IELTS: The International English Language Testing System (www.ielts.org)
An IELTS score of 6.0 corresponds to a “competent user”
– TOEFL: The Test of English as a Foreign Language (www.toefl.com)
Internet-based version: at least 79 points
Paper version: at least 550 points
– CAE: Cambridge Certificate in Advanced English (www.cambridgeenglish.org)
Grade C (at least level C1)
• Interviews: The host NA can decide whether or not it wants to interview candidates during the selection process
(to test their motivation and their level of English)2 Online modules
• Opening and closing dates of the online modules:
Topics Opening and Closing Dates
Module 1. The Organisation of Football Opening date of the course – Three months after
Module 2. Strategic & Performance Management of a Football Association Opening date of the course – Three months after
Module 3. Operational Management of a Football Association Opening date of the course – Three months after
Module 4. Football Marketing and Sponsorship Opening date of the course – Six months after
Module 5. Communication, the media and public relations Opening date of the course – Six months after
Module 6. Event and Volunteer Management Opening date of the course – Six months after
Participants will have 4 weeks to study the content of each online module and to complete the exercises.
3 online modules will be accessible at a time.
After three months, the online modules will only be available in read-only format, although participants will still be able
to access the content (to review the self-assessment exercises (“penalty shootouts”), lectures and videos, etc.).2. Online modules
• The online modules cannot be modified (they are the same for each edition of the UEFA CFM).
• Information about exact opening and closing dates of the modules will be sent by IDHEAP.
• IDHEAP will also monitor participants’ course-related activity for each module (number of times accessed,
length of time spent in the module, etc.).
• Once the modules have "closed", participants will still be able to access the content in read-only format.2. Face-to-face seminars
2.1 Dates
Seminar Dates
The week before the start of the first
Kick-off seminar
3 modules
3 weeks after the deadline for the
Seminar 2
first written assignment
Seminar 3 and Graduation 5 weeks after the submission of the
Ceremony final report2. Face-to-face seminars
2.2 Length
• Seminar 1: 2x half-days (1x afternoon + 1x morning)
• Seminar 2: 2x half-days (1x afternoon + 1x morning)
• Seminar 3: 1.5x days (1x afternoon + 1 day including the
Graduation Ceremony and the Graduation Dinner)2. Face-to-face seminars
2.3 Programmes of the seminars
Seminar 1
• Date: week before the start of modules 1, 2, 3
• Topic: Introduction to football management
• Structure: 2x half-days (1x afternoon + 1x morning)
• Content & schedule:
– Introduction to football management
– Introduction to the organisation of football
– Introduction to strategic management/operational management
– Group works and presentations
– Academic matters2. Face-to-face seminars
2.3 Programmes of the seminars
SEMINAR 1
Seminar 1
Day 1 Arrival of UEFA CFM learners and academic experts
14:00 Welcome speech and introduction to the seminar (UEFA representative + host NA representative)
14:15 – 14:45 Introduction to football management (IDHEAP representative)
14:45 – 15:00 IT & Online platform
15:00 – 15:15 Break
15:15 – 16:00 Introduction to the organisation of football (Prof. 1)
16:00 – 17:15 Group work (5 groups) (chaired by professors, IDHEAP and UEFA)
17:15 – 18:15 Group work presentations
19:00 – 23:00 Welcome drink and dinner
Day 2 09:00 – 09:45 Introduction to strategic management/operational management (Prof. 2)
09:45 – 10:45 Group work (5 groups) (chaired by professors, IDHEAP and UEFA)
10:45 – 11:00 Wrap up (IDHEAP representative)
11:00 – 11:15 Coffee break
11.15 – 12:00 Presentation of a management topic by a representative of the host NA
12:00 – 12:30 Academic matters (IDHEAP representative)
12:30 Lunch
13:00 Departure of CFM learners and academic experts2. Face-to-face seminars
2.3 Programmes of the seminars
Seminar 2
• Date: 3 weeks after the deadline for the first assignment
• Topic: Football marketing and communication
• Structure: 2x half-days (1x afternoon + 1x morning)
• Content & schedule:
– Marketing and communication
– Group works and presentations
– Information about the oral exam and final report2. Face-to-face seminars
2.3 Programmes of the seminars
Seminar 2 SEMINAR 2
Day 1 Arrival of UEFA CFM learners and academic experts
14:00 Welcome speech and introduction to the seminar (UEFA representative + host NA representative)
14:15 – 15:00 Marketing (Prof. 1 or UEFA representative)
15:00 – 15:15 Coffee break
15:15 – 16:15 Group work (5 groups) (chaired by professors, IDHEAP and UEFA)
16:15 – 17:15 Group work presentations
17:15 – 17:30 Feedback on the assignments (IDHEAP representative)
17:30 – 23:00 Social activity and dinner
Day 2 09:00 – 09:45 Communication (Prof. 2)
09:45 – 10:45 Group work (5 groups) (chaired by professors, IDHEAP and UEFA)
10:45 – 11:00 Wrap up (IDHEAP representative)
11:00 – 11:15 Coffee break
11.15 – 12:00 Presentation about marketing/communication by a representative of the host NA
12:00 – 12:30 Information about oral exam and final report (IDHEAP representative)
12:30 Lunch
13:00 Departure of CFM learners and academic experts2. Face-to-face seminars
2.3 Programmes of the seminars
Seminar 3
• Date: 5 weeks after the deadline for the final report
• Topic: Football event management
• Structure: 1.5x days (1x afternoon + 1 day including the Graduation Ceremony and Graduation Dinner
• Content & schedule:
– Events management
– Oral exam
– Graduation Ceremony2. Face-to-face seminars
2.3 Programmes of the seminars
Seminar 3
SEMINAR 3
Day 1 Arrival of UEFA CFM learners and academic experts
14:00 Welcome speech and introduction to the seminar (UEFA representative + host NA representative)
14:15 – 15:00 Events management (Prof. 1)
15:00 – 15:15 Break
15:15 – 16:00 Presentation on event management by a representative of the host NA
16:00 – 16:15 Coffee break
16:15 – 17:00 Event management (UEFA expert)
19:30 – 23:00 Dinner
Day 2 09:00 – 13:00 Oral examinations
13:30 – 16:30 Social activity
17:30 – 18:30 Graduation ceremony
19:00 – 23:00 Graduation dinner and drinks
Day 3 Morning Departure of CFM learners and academic experts2. Face-to-face seminars
2.3 Graduation ceremony
RUNNING ORDER
17:30 Welcoming speech (host NA representative and UEFA representative)
Opening speech (IDHEAP representative)
Video: best memories (produced by UEFA based by pictures sent by the host NA)
UEFA CFM participant’ speech (selected by the host NA)
UEFA CFM award ceremony
Video: UEFA CFM bloopers (produced by UEFA)
One additional specific entertainment (musicians, etc.)
Graduation dinner and drinks
• It is recommended to have a photographer on site, in order to take individual pictures of the
graduates and some group pictures.2. Face-to-face seminars
2.4. Experts
• UEFA staff, IDHEAP representatives & CFM professors’ attendance:
Each seminar will be attended by:
– 1x UEFA representative
– 1x IDHEAP representative
– 2x CFM professors or 1x CFM professor and 1x UEFA expert
• Host NA experts:
– The attendance/presentations by host NA experts is highly recommended, in order to give a “national flavour”2. Assessment
1 Written assignments 2 Oral exam 3 Penalty shootouts2. Written assignments
• Submission – Key dates:
Assignments Assignment questions sent Assignment deadline Word limit
Opening of modules 1, 2 and 4500
Modules 1, 2, 3 End of modules 1, 2 and 3
3 words
Opening of modules 4, 5 and 4500
Modules 4, 5, 6 End of modules 4, 5 and 6
6 words2. Written assignments
• All UEFA CFM candidates have to complete 2x written assignments (the first after the first three online
modules, the second after the second three online modules) and 1x final report.
• Each assignment has a limit of 4500 words.
• Information about the assignments (including questions, content, deadlines) is sent by IDHEAP to the
participants.
• All completed written assignments should be sent directly to IDHEAP’s project manager, Dr Dawn
Aquilina (Dawn.Aquilina@idheap.unil.ch)
• IDHEAP will then assess and grade the assignments.
• Once the second assignment has been assessed and graded, participants have 2x weeks to send a
final report (including 1x introduction, the 2x revised assignments and 1x conclusion) to IDHEAP
• Final report2. Oral exam
• The oral exam is divided into two parts:
– Part 1: summary of the final report by the participant, 10 minutes
– Part 2: Q&A with the UEFA CFM Jury, 10 minutes
– 20 minutes in total
• 3x Jury panels: each Jury made up of:
– 1x UEFA representative
– 1x IDHEAP representative or 1x UEFA CFM professor2. Penalty shootouts (self-assessment exercises) • Each online module includes 4x “penalty shootout” online self-assessment exercises (1x/sub-module), each comprising 10x closed questions • The results of these exercises will not be taken into account in the final grade
2. Recommendations • The host NA should consider implementing a mentoring system (involving former participants of the UEFA CFM). • The host NA should inform all people within the NA about the programme. Participants might contact colleagues to find relevant information for the written assignments. NA’s employees should anticipate receiving questions from their colleagues taking part to the course and should be invited to help them. • The host NA should consider providing all participants to the UEFA CFM with one free “study day” that they can dedicate to their study.
2. Evaluation of the programme • At the end of the programme, participants are given the opportunity to provide their feedback. • IDHEAP will send a link to dedicated feedback page by email. • All feedback is anonymous and is not taken into account in the final grade.
3. Project team and repartition of tasks
Thierry Favre
3.1 Project team
• Host NA:
Thomas Junod
– 1x Programme director: Mr Timo Huttunen/FAF
– 1x Programme coordinator: Mr Henri Alho/FAF
– 1x IT expert: Mr Jan Lodenius/FAF
Valentina Mercolli
• UEFA:
– 1x Project director: Thierry Favre, Head of National Associations Development
– 1x Project leader: Thomas Junod, Education and Universities Manager
– 1x Project assistant: Valentina Mercolli, Education Programme Assistant Jean-Loup
– 1x IT team (elearning-itsupport@uefa.ch) Chappelet
• IDHEAP: Dawn Aqulina
– 1x UEFA CFM Dean: Jean-Loup Chappelet, Professor
– 1x Project manager: Dr Dawn Aquilina, research Fellow
– 1x Project assistant: Joël Pinson, PhD candidate
Joël Pinson4. IT matters and technical requirements
• To be able to access this programme, participants will need:
– A computer less than ten years old (Pentium III or AMD Athlon 64 above 2 GHz with at least 1024Mb of RAM) with a
screen size of 11” or higher (UEFA CFM content can be viewed on a subnotebook) and a screen resolution of
1024x800
– Internet access with a broadband interconnection
– The latest version of Internet Explorer, Mozilla Firefox or Safari browser (the UEFA CFM is not compatible with Opera)
– Download and install Flash Player 9 or above (http://get.adobe.com/flashplayer/).
• Please contact IT support (elearning-itsupport@uefa.ch) if you have any problems accessing the e-learning platform or
any questions about the platform itself, the software of your computer5. Any questions?
UEFA contacts (concept, logistics matters)
• Thomas Junod
Education and Universities Manager
Thomas.Junod@uefa.ch
T: +41 22 707 2919
M: +41 79 829 2919
• Valentina Mercolli
Education Programme Assistant
Valentina.Mercolli@uefa.ch
T: +41 22 707 2834
M: +41 79 829 2834
IDHEAP contacts (academic matters):
• Dawn Aquilina
Research Fellow
Dawn.Aquilina@idheap.unil.ch
T: +41 21 557 40 35
M: +41 76 219 49 44
• Joël Pinson
Assistant
Joel.Pinson@idheap.unil.ch
T: +41 21 557 40 09UEFA ROUTE DE GENEVE 46 CH-1260 NYON 2 TELEPHONE: +41 848 00 27 27 TELEFAX: +41 848 01 27 27 UEFA.com
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