Introduction

The MBA (Football Industries) is the first postgraduate qualification to focus upon the rapidly expanding, world wide interest in the professionalisation, business and marketing of football. It is aimed at students wishing to pursue careers in the variety of industries and administrative organisations with an interest in football. The course is taught by staff from two of the University's units: the Liverpool Institute of Public Administration and Management (LIPAM) and the Football Research Unit (FRU).

Aims and Objectives of the Course

The fundamental aim of the course is to combine professional development in the field of the football industries with a critical awareness of the issues involved in football management, marketing and the administration. The course comprises three elements:

• a grounding in the core disciplines essential to management.
• specialised professional development also by means of taught courses.
• a dissertation comprising an independent piece of research.

• Show an understanding of the complex relations between football's administrative bodies, public institutions, local and national communities, and industries related to the game
• Conduct a substantive piece of research related to the administration, management, marketing or media coverage of football, demonstrating an analytical approach, understanding of relevant issues and where appropriate, ability to frame practical recommendations
• Recognise the applicability of management techniques in the context of football's administration and the industries associated with the professional game

The course also offers students the opportunity to gain practical experience in the football industry or related industries via a placement scheme. Such placements generally last up to one month, and offer students first-hand real experience and knowledge of specific elements of the industry. The Unit has an unrivalled range of contacts with clubs, media organisations, financial institutions, organising bodies and other related companies, mainly in the UK but also abroad, to offer to students for placements, although students are welcome to arrange their own placement in consultation with FRU staff.

LIPAM offer a wide variety of modules, but in view of the specialism of the MBA (Football Industries), all students take the following modules in Semester One:

Marketing: addresses the marketing perspective and environment; selection of markets; consumer and organisational buyer behaviour; marketing research; product and promotion decisions; distribution (place) and marketing decisions.

Strategic Management: covers the purpose of management; roles and functions of the manager; managing strategically; corporate and social responsibilities; analysis of the external environment; analysing the competition within an industry; analysis of organisational resources and capabilities; competitive advantage, generic strategies; value chain analysis.

Managerial Finance and Control : focuses on management and the financial function; interpretation and use of accounting statements; managing working capital; accounting for cost; budgetary control systems; performance management.

In Semester Two, students take a further LIPAM module, normally chosen from Organisational Behaviour, Corporate Financial Strategy, Human Resource Development, International Marketing.

For academic session 2000-1, students on the MBA (Football Industries) study the following FRU modules:

International Business of Football [Semester One]: covers marketing theories and strategies in the modern game; the relationship between television and football, and television's use of football; theory and practice of sponsorship in football; evaluating sponsorship and marketing effectiveness; stadium reconstruction, commercialisation and the business of football; sports tournaments and their impacts on the economies of towns, regions and countries.

Growth and Globalisation [Semester Two]: the economic and business history of football in Britain and abroad, and the role of business and commerce in its development; the origins and development of the national and international organisations that administer football; the problem and potential development of football in different parts of the world.

Football and Finance [Semester Two]: a six week module that addresses modern financial strategies: raising finance, reading balance sheets, financial control; flotation and the different types of financial instrument; club objectives in floating on the stock market; branding of the modern football club, and club diversification.

Area Studies [Semester Two]: a six-week module based around group work, the module offers students the chance to analyse the current state of the game and potential reforms or solutions in one of the following parts of the world: Continental Europe, Africa, East Asia, the USA and Canada, Latin America, and Eastern Europe. Assessment for this module is on the basis of a 3,000 word group project.

Football and the Law [Semester Two]: Modern law and legal perspectives, and the implications for the business of football - discrimination, training and player injuries - Bosman and the role of the European Community - judicial review of the football industry - civil liberties and the football fan - stadium safety and crowd control - crowd violence - player violence - intellectual property law and copyright - media law.

The football media workshop: a two-day workshop on football and the media will be held sometime in January each year. This will involve presentations by Unit staff and media practitioners on the processes central to sports media, and key issues within football and the media. It provides a bridge between semester one and semester two modules, and allows students to meet key figures in the football and media industries. Throughout the year, there are presentations by key speakers from the industry: those who addressed MBA students in 1999-200 included personnel from FIFA, Liverpool FC, Newcastle United FC, Deloitte and Touche, Bristol City FC, the Football Association etc.

An original research project of between 15-20,000 words on a subject related to football management, marketing or administration etc, as agreed in advance with Unit staff. This is due in by September 30th 2001. MBA dissertations in the past have addressed club marketing, ticketing systems, floatation, information management systems, creating new teams, the role of the media etc: these are stored in the Unit archive, and are generally available for MBA students to consult. Dissertations are a vital part of the MBA year, and can considerably enhance career prospects.

All LIPAM modules are assessed on the basis of an essay plus examination: all FRU modules, except Area Studies, are assessed on the basis of two pieces of individual written work.

Last modified on 27th June 2001