BIHUB PATH

Certificate in Fan Engagement

€ 625

Start date
10/12/2020
Duration
4 months
Level
Introductory
Average dedication
6/8 weekly hours
DELIVERY MODE
Online-based
Delivered in
English

EXPERT ADVISORS

Profesor
Mark Bradley
UEFA Mentor. Director of The Fan Experience Company.
Profesor

CERTIFICATE

Barça Innovation Hub - Universitas

In recent years, the concept of Fan Engagement in football has emerged as a way for federations, associations, leagues and clubs to strengthen supporter relationships and, as a consequence, to more sustainably grow attendances.

Globally, in the majority of leagues, attendances are falling. This is due to many factors, including the primacy of digital services (including eSports, gaming, the streaming / broadcast of matches and fantasy leagues); the impact of broadcasting deals on changes to kick off times and match days; ticket pricing; the evolution of different working patterns; the emergence of many other leisure and sporting options (including start-up and expansion sports) and negative external perceptions of football, with anti-social behaviour, violence, racism and homophobia, all cited as barriers to attendance and engagement.

The concept of Fan Engagement (reflecting the wider service industry concept of Customer Engagement) proposes to address and / or mitigate these factors by re-defining what has been a historically ‘arms-length’ relationship with fans. Instead, it aims to create a ‘stakeholder’ relationship, where the football organisation is designed around the needs of its community and acts according to the values and principles that define it in the eyes of its fans. Fan Engagement therefore relies on a much deeper understanding of the fan: who they are; the nature of their relationship with the game, club or national association and their individual behaviours, motivations, expectations and experiences.

Although elite leagues and clubs generate far more revenue from commercial partnerships that they do from ticket revenue, Fan Engagement is an absolutely necessary tool to allow them to strengthen existing fan relationships and to open up new supporter markets through a distinct and compelling offer. For non-elite leagues and clubs, the need to sustain or increase local ticket revenue is vital to financial viability. Graduates with an in-depth knowledge of Fan Engagement will therefore be able to offer potential employers a proven, effective and measurable path to sustainability and growth.

Courses' syllabus

MODULE 1: The Origins of Fan Engagement
MODULE 2: Defining the Fan
MODULE 3: The Rationale for Fan Engagement
MODULE 4: Building a Fan Engagement Strategy

MODULE 1: Club Identity: ‘Same song, different lyrics?’
MODULE 2: Understanding & Engaging with your Fan Base
MODULE 3: Delivering Value in the Fan Experience
MODULE 4: People & Culture

MODULE 1: Fan v Customer: A love based on friction, emotion and irrationality
MODULE 2: Understanding Fan Behaviour
MODULE 3: Fan Consultation & Structured Dialogue
MODULE 4: Growing Engagement (Data and Measures)

MODULE 1: An introduction to Fan Engagement Leadership
MODULE 2: A Model for Engagement
MODULE 3: Community Engagement
MODULE 4: Embedding Fan Engagement

Learn to

Develop a detailed understanding of Fan Engagement: its definition, history, principles, practices & rationale.

Understand the nature of fans and fandom so as to put fans at the centre of club, league and / or national association activity.

Create a Fan Engagement strategy & to design the optimum fan experience including all relevant ‘touch points’ and for all key fan segments.

Create a culture of engagement at an association, league or club (Fan Engagement Leadership).

Certify your skills

Thanks to our integration with remote supervision technologies, the Verified Certificate of Approval:

  • Guarantees the transparency of the certification process
  • Verifies the identity of the certificate holder
  • Certifies the acquisition of specific competencies and skills

What does it include?

24-HOUR ACCESS TO STUDY MATERIAL, FROM ANYWHERE, ON ANY DEVICE

24-HOUR ACCESS TO STUDY MATERIAL, FROM ANYWHERE, ON ANY DEVICE

VIRTUAL COACHING, FOLLOW-UP, AND SUPPORT FROM A SUBJECT EXPERT

VIRTUAL COACHING, FOLLOW-UP, AND SUPPORT FROM A SUBJECT EXPERT

Actividades y consignas con feedback personalizado

ACTIVITIES AND ASSESSMENTS WITH PERSONALIZED FEEDBACK

DISCUSSION FORUMS AND INTERACTION WITH COLLEAGUES FROM ALL OVER THE WORLD

DISCUSSION FORUMS AND INTERACTION WITH COLLEAGUES FROM ALL OVER THE WORLD

CERTIFICATE ISSUED BY BARÇA INNOVATION HUB AND ENDORSED BY THE CORRESPONDING INSTITUTION.

CERTIFICATE ISSUED BY BARÇA INNOVATION HUB AND ENDORSED BY THE CORRESPONDING INSTITUTION.

Self-assessment to measure your learning progress

Self-assessment to measure your learning progress