FIFA Master Class 13th edition : impressions from Milan

The FIFA Master Management module at SDA Bocconi is organized with 5 sub-modules (Sport Finance; Sport Leadership and Organisation; Sport Marketing; Sport Strategic Planning; Sport Event Management) and is taught by the faculty and a series of guest speakers. Field visits complement the process of delivering a unique learning experience to the students.

Despite the cold, the first visit for the FIFA Master participants was to attend a class visit to San Siro Stadium on the 15th of January. They were given a detailed tour of the venue, and while inside the locker rooms, the class took pictures together, remembering that they are, above all, a team. The students had a presentation from the General Manager of the stadium, Manfredi Palmeri, and the Marketing Manager at FC Inter Milan, Giorgio Ricci, and concluded the tour with a walkabout on the pitch, which gave everyone the exciting chance to experience the power of sitting in the coach’s seat.  Following the visit, the class was treated to great hospitality by Inter FC and then enjoyed the thrilling Inter – Bologna TIM Cup match.

During the Sport Leadership and Organisation sub-module, many other appointments took place. The Vero Volley Visit was very much appreciated by the class as an example of a different approach undertaken by a sports club. The management presentation focused on cultural and social values in sport. Two days later, the students were invited to attend a Volley match and see on the field how those values are applied. The lecture by one of the most famous volley players in Italy, Pasquale Gravina, gave the students inspiration and energy, as did the lecture of Francesco Ricci Bitti, President of ITF. They also had a U.S. day with guest speakers coming directly from New York - Court Jeske (MLS) and Micheal Gandler (IMG).

The Sport Marketing sub-module provided the students with the tools to better understand how to manage large sporting venues, such as Juventus Stadium, as well as providing an overview of the various aspects involved with Sport Television through the visit to SKY.  One class member, Henrique Pelosi, and the Scientific Director, Dino Ruta, were even interviewed on TV by Sports Journalists about their experience in leading the programme and attending the FIFA Master.

The next visit was to the FERRARI museum where students learned more about the history and manufacturing of the best-known car brand in the world.  They also enjoyed a unique presentation by the Head of the New Business department at Ferrari, Michele Pignatti Moreno, regarding the recently opened Abu Dhabi FERRARI World. The class also visited DALLARA, which provided another example of Italian excellence in car manufacturing and highlighted the importance of technology in the sports industry.

Being in Milan also gave all FIFA Master students the opportunity to attend one of the year’s biggest football matches:  the Milan-Barcelona UEFA Champions League match on the 20th of February, which was a tremendous opportunity to experience a global sporting event live and in person.

Here is one student's impression about Management Module in Milan so far, Natalie Lutz:

"The FIFA Master students arrived in Milan in January after completing an excellent Humanities module in Leicester.  During our first two months in Italy, we have found the Milanesi to be extremely friendly people, the food to be absolutely amazing, and the Management Module at SDA Bocconi to be both challenging and valuable.  The professor lectures, industry guest speakers, and site visits have provided a complete overview of management in the sports industry, and we look forward to our final month of the module in Milan."

 

Scientific Directors : Dino Ruta & Marco Elefanti

Academic Coordinator : Chiara Peveri