Assignment Task
Assessment Guidelines
Each participant is expected to submit his/her assignment for Module 4, 5 & 6 by the 04.07.2021 directly to IDHEAP project coordinator: Dr. Jérôme Berthoud (jerome.berthoud@unil.ch). Participants should provide concrete evidence (facts and references) to consolidate observations and assess the feasibility of the recommendations made. We emphasise the fact that these observations should be personal ones, drawn from their own assessment and not necessarily reflecting those of their institution. You are expected to write 250-500 word for each of the questions.
Criteria for Grading Assignments
Assignment grades will be communicated three weeks after they have been submitted, which will give participants ample opportunity to take into consideration the constructive feedback they have been given and use this to improve their subsequent submission. The criteria for grading are listed in the table below.
Criteria for Grading Written Assignments
Clear introduction, structure and presentation (10%)
Critical analysis and evaluation of the managerial aspects of the department/institution (50%)
Appropriate use of theoretical concepts and concrete evidence to underpin observation (effective use of module content and referencing) (20%)
Relevant conclusions and recommendations specific to the needs of respective department/institution (20%)
Each assignment will be graded according to the Swiss grading system, with grades ranging from 6 (excellent) to 1 (very poor), 4 is the passing grade.
How to choose your unit of analysis?
If you are working for a football National Association:
You should select the department/division/unit you are working in.
If the question is not applicable to your department/division/unit, you should refer to your association or to the relevant department/division/unit of your association.
In the questions, the notion “department” refers to your department/division/unit.
If you are working for another organisation (regional association, club, players’ union, etc.):
You should select the whole organisation as the focus of your analysis.
In the questions, the notion “organisation” refers to the regional associations, clubs, players’ union, etc.
UEFA CFM Module 4
- What are the main marketing strengths and weaknesses of your department/organisation?
- (Please write your answer here)
- What other factors do you think will determine the effectiveness of your department/organisation’s marketing in the future (what are the main marketing opportunities and threats facing your department/institution)?
- (Please write your answer here)
- Describe the values of your association/organisation. In case your association/organisation has no formulated values, suggest the ones that best reflect your association/organisation. Give an example of how these values are reflected in the way you are acting.
- (Please write your answer here)
- What ae the other actions your association/organisation could take to make sure its values are even better reflected in all activities and projects your organisation is developing?
- (Please write your answer here)
- Identify and describe one project in your department / organisation that made use of an optimal marketing mix in order to reach its target audience? What were the key aspects that made it successful?
- (Please write your answer here)
- Identify a marketing strategy successfully implemented by another sport organisation similar to yours. In your point of view, what were the reasons for its success? Describe how could your association/organisation get inspired by this example and adapt its own marketing strategy accordingly.
- (Please write your answer here)
- UEFA CFM Module 5
- Analyse the strengths and weaknesses of your department/organisation with regard to its:
- Internal communication;
- External communication (please choose one of your institution’s main stakeholders as an example).
- (Please write your answer here)
- Describe the actions you could take to better communicate your own activities and projects within and outside your own department/organisation.
- (Please write your answer here)
- What factors are important to consider and address when a department/organisation wants to establish and manage long-term relationships with media stakeholders?
- (Please write your answer here)
- What actions would you recommend to improve and enhance the role of public relations within your department/organisation?
- (Plese write your answer here)
- What actions would you recommend to ensure that your department/organisation is prepared to deal with any ‘crisis’ that might damage your organisation’s reputation?
- (Please write your answer here)
- What actions would you recommend that might allow social media – such as micro-blogging sites like Twitter – to enhance the communications opportunities available for your department/organisation?
- (Please write your answer here)
- UEFA CFM Module 6
- Critically assess your association/organisation’s current level of organisation of sports events: what are the strengths and weaknesses? What type of events do you usually organise?
- (Please write your answer here)
- Critically assess the quality of the events you currently organise. What could be improved?
- (Please write your answer here)
- Critically assess the human resources available to your institution for organising these events?
- (Please write your answer here)
- Think about an innovative event that could be organised by your institution. Which important aspects should it comprise?
- (Please write your answer here)
- Which football organisation similar to yours could be considered as a “model” for your own association/organisation in the field of sports events? Why?
- (Please write your answer here)
- What is the general approach to event volunteers by the management of your association/organisation? Do you have an efficient process? What could be improved to recruit, manage and have a sustainable legacy of event volunteers?
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