Description
During this course experts will start by providing an overview of the broad concept of strategy, then refine the focus to an actionable approach to crafting you organization’s ideal strategy. You will be guided step-by-step through basic elements of strategy, a proven framework for success, how to establish your “why”, prioritization of tasks and how to implement your strategy to ensure success.
Academic Program
Certificate
Credits
4
Duration
Approx. 4 hours of content
Price
sportseta member – $399, Non-Member- $499
Session 1
What is Strategy?
Duration
45 minutes
Learning Outcomes
Understand the importance of strategic thinking
Utilize the key elements of strategy formulation
Recognize the difference between strategy and tactics
Learners Content
This session provides an introduction to strategic thinking, enabling the formulation of a strategic plan. There is recognition of the importance of making good choices about what to do, and what not to do, as well as differentiating strategy and tactics, and efficiency and effectiveness
Assessments
Knowledge only, no assessment
Matriculation Logic
Must complete session one for access to session two
Content Provider
Dale Neuburger
Content Provider Bio
Dale Neuburger has extensive experience in the sports industry, serving in leadership positions for Indiana University, USA Track & Field, and Indiana Sports Corporation. As a consultant, he has assisted cities in developing sports event strategies to attract major events, and sports organizations in improving governance and member services.
Session 2
What are the Key Elements of a Sports Strategy?
Duration
45 minutes
Learning Outcomes
• Understand the “Sports Events Strategy Framework” and its sequential approach to identifying and attracting important events
• Recognize the importance of aligning the economic and social objectives of a city with the event attraction and hosting decisions
• Provide a rigorous and consistent methodology for decision-making
Learners Content
This session provides a framework for decision-making regarding event selection by asking and answering key questions about prospective event targets. By taking a sequential approach to the type, timing, and rationale for specific events, the session provides a road map for determining the events that are likely to be most successful and memorable.
Assessments
Knowledge only, no assessment
Matriculation Logic
Must complete session two for access to session three
Content Provider
Dale Neuburger
Content Provider Bio
Dale Neuburger has extensive experience in the sports industry, serving in leadership positions for Indiana University, USA Track & Field, and Indiana Sports Corporation. As a consultant, he has assisted cities in developing sports event strategies to attract major events, and sports organizations in improving governance and member services.
Session 3
How to Conceptualize a Sports Event Strategy?
Duration
45 minutes
Learning Outcomes
• Understand the importance of “why”: what a city achieves by hosting sports events and what are the decision-making variables for an events rights holder?
• Become familiar with the five key areas of strategy formulation: area, vehicle, differentiation, staging, and impact
• Formulate the key objectives and philosophical underpinnings of a comprehensive sports event strategy
Learners Content
This session provides the philosophical basis for the creation of a coherent sports event strategy. Through a sequential approach, a methodology for strategy formulation is developed that enables a city to define its universe of potential events and provides a systematic way to achieve its goals. To develop a successful sports strategy, there must be attention to aligning the social and economic goals of a city with events that can best provide such results.
Assessments
Knowledge only, no assessment
Matriculation Logic
Must complete session three for access to session four
Content Provider
Dale Neuburger
Content Provider Bio
Dale Neuburger has extensive experience in the sports industry, serving in leadership positions for Indiana University, USA Track & Field, and Indiana Sports Corporation. As a consultant, he has assisted cities in developing sports event strategies to attract major events, and sports organizations in improving governance and member services.
Session 4
How to Assemble a Sports Event Strategy?
Duration
45 minutes
Learning Outcomes
• Understand how to assemble a successful sports event with clear goals and defined and targeted events to attract
• Utilize five key areas of sports event strategy formulation: positioning, image building, aligning, organizing, and activating
• Provide an additional perspective to strategy formulation, with emphasis on creating a structure that enables successful
Learners Content
This session is designed to provide guidance about putting all of the component parts of a sports event strategy into proper alignment with the political, business, and nonprofit leadership of the city. By doing so, the sports commission or CVB can identify productive partnerships, develop effective communication channels, and seek the most impactful events. And, there is emphasis on the importance on the development of an organizational structure that is conducive to successful event attraction and hosting
Assessments
Knowledge only, no assessment
Matriculation Logic
Must complete session four for access to session five
Content Provider
Dale Neuburger
Content Provider Bio
Dale Neuburger has extensive experience in the sports industry, serving in leadership positions for Indiana University, USA Track & Field, and Indiana Sports Corporation. As a consultant, he has assisted cities in developing sports event strategies to attract major events, and sports organizations in improving governance and member services.
Session 5
How to Proceed from Planning to Implementing?
Duration
20 minutes
Learning Outcomes
• Recognition that strategy implementation includes establishing priority activities, assigning staff and volunteers to the various tasks, establishing time deadlines, and providing the requisite financial resources for accomplishment
• Understanding the importance of early successes in plan implementation and tackling “low hanging fruit” at the outset
• Defining success and establishing the metrics for determining whether key objectives have been realized
Learners Content
This session is designed to provide guidance for the activation of the strategic plan. Its focus is on establishing and tracking each of the prioritized actions that comprise the sports event strategy, and then communicating progress to key constituents and stakeholders. The vital step from plan formulation to plan implementation is explained, with key success blockers identified.
Assessments
Knowledge only, no assessment
Matriculation Logic
Must complete session five for access to session six
Content Provider
Michelle Perry
Content Provider Bio
Michelle Perry has more than 25 years experience in the sports industry, serving in leadership positions for UTSA, Mountain West Conference and the NCAA. As a consultant she has provided expertise and guidance to sport-related organizations focusing on strategic and business performance planning; event bidding and hosting strategies; event execution; and, sports facility analysis for concurrent competitive and recreational use.
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