A greater focus on the strategic management elements of leadership, the many benefits of e-learning and the provision of examinations in alternative languages are among the key findings of new research published by The Club Managers Association of Europe (CMAE) in association with Bournemouth University.
The issues are detailed in The Roles and Responsibilities of a European Club Manager, a comprehensive report that has also confirmed the CMAE’s 10 core competencies – which constitute the organisation’s Certified Club Manager (CCM) development programme – continue to be fit for purpose.
As a result of the study – carried out by students on Bournemouth University’s Sports Management (Golf) degree course – a raft of recommendations will be considered by the CMAE as it seeks to upgrade the development programme.
Among the key core competency findings, the value of communication, interpersonal and leadership skills and business acumen were stressed. In addition, the CCM programme was viewed as essential to enhance understanding of the fundamentals of club management while instilling knowledge, skills and confidence. The need to forge closer links with students – the club managers of tomorrow – was also stressed.
The study also considered the existing points at the heart of the industry’s Continuing Professional Development (CPD) process – that drives best practice – and recommended future development opportunities for the CMAE and its partners.
The recommendations include:
- Offering of foreign language-version examinations (French, Spanish and Swedish);
- Expansion of leadership competency to include strategic management;
- Introduction of food & beverage mentoring scheme;
- Addition of non-taught IT and foreign language skills competencies;
- Expansion of e-learning courses;
- Provision of accredited university degree and advanced level certificate courses;
- Greater marketing of CMAE to universities offering relevant degree courses;
- Creation of online jobs bulletin-board for students.
“This is an extremely important report for us,” said Jorgen Kjellgren, President of the CMAE, “as it confirms the types of subject matter we should be addressing in our CCM development programme.”
Mr Kjellgren added: “It was encouraging to note that the current 10 core competencies have, in general, been deemed fit for purpose, and the existing CPD programme considered suitable, in enabling a student to learn the key skills required to become an effective club manager.”
The research, involving feedback from club managers across Europe with four-fifths being from the golf sector, is the first of its kind carried out in Europe since the CMAE established its certification programme in 2007.
Professor Ian Jones, Programme Leader at the Sports Management (Golf) at Bournemouth University, said: “The research has brought important new knowledge to the CMAE table. I was delighted with the work the students carried out and the vital new relationships they were able to make as they seek to take control of their futures.”
The research study, The Roles and Responsibilities of a European Club Manager, is now available to download on the CMAE website by visiting www.cmaeurope.org