Strategic Planning in Football

Designed for professionals and executives seeking to develop their strategic management skills within the football industry, this intermediate-level course provides a structured overview of how football clubs create and implement strategic plans. Participants explore club ownership models, governance structures, and the roles of key internal departments, while also learning to apply analytical frameworks including PESTL, SWOT, and SMART. The curriculum progresses through club structure and objectives, departmental functions, and longer-term strategic planning covering recruitment, game models, and performance revenue.

Delivered entirely online by the Johan Cruyff Institute, the course runs over five weeks with a recommended commitment of eight to ten hours per week, earning participants three ECTS credits. Tuition is structured in two phases — theoretical in the first two weeks, practical in the final three — and includes live webinars, case studies, and tutor-guided assignments accessed through a virtual campus. Graduates receive a blockchain-verified Certificate in Strategic Planning in Football from the Johan Cruyff Institute.