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ПОДГОТОВКА СПОРТИВНЫХ МЕНЕДЖЕРОВ ДЛЯ УПРАВЛЕНИЯ ОРГАНИЗАЦИЯМИ МУНИЦИПАЛЬНОЙ СОБСТВЕННОСТИ В ПРОФЕССИОНАЛЬНОМ ФУТБОЛЕ: МЕНЕДЖМЕНТ ОБЪЕКТОВ ИНТЕЛЛЕКТУАЛЬНОЙ СОБСТВЕННОСТИ КАК ПРОФЕССИОНАЛЬНАЯ КОМПЕТЕНЦИЯ ЦИФРОВОЙ ЭКОНОМИКИ

Научная статья
Шаймиева Э.Ш.
Гумерова Г.И.
Хван К.Ю.
DOI:
https://doi.org/10.23670/IRJ.2021.107.5.078
Выпуск: № 5 (107), 2021
Опубликована:
2021/05/17
PDF

ПОДГОТОВКА СПОРТИВНЫХ МЕНЕДЖЕРОВ ДЛЯ УПРАВЛЕНИЯ ОРГАНИЗАЦИЯМИ МУНИЦИПАЛЬНОЙ СОБСТВЕННОСТИ В ПРОФЕССИОНАЛЬНОМ ФУТБОЛЕ: МЕНЕДЖМЕНТ ОБЪЕКТОВ ИНТЕЛЛЕКТУАЛЬНОЙ СОБСТВЕННОСТИ КАК ПРОФЕССИОНАЛЬНАЯ КОМПЕТЕНЦИЯ ЦИФРОВОЙ ЭКОНОМИКИ

Научная статья

Шаймиева Э.Ш.1, *, Гумерова Г.И.2, Хван К.Ю.3

1 ORCID: 0000-0002-9588-0199;

2 ORCID: 0000-0002-5198-7576;

1 Казанский инновационный университет им. В.Г.Тимирясова (ИЭУП), Казань, Россия;

2 Финансовый университет при Правительстве РФ, Москва, Россия;

3 Фонд инфраструктурных и образовательных программ, Москва, Россия

* Корреспондирующий автор (shaimieva[at]ieml.ru)

Аннотация

Спортивный менеджмент в условиях цифровой экономики требует уточнения содержания профессиональных компетенций спортивного менеджера. Объектом исследования является профессиональная подготовка спортивного менеджера для управления организациями муниципальной собственности в профессиональном футболе. Предметом исследования является компетенция управления профессиональным футбольным клубом на основе менеджмента объектов интеллектуальной собственности. Цель исследования заключается в уточнении содержания профессиональных компетенцией спортивного менеджера профессионального футбольного клуба на основе изучения взаимодействия менеджмента корпоративного имиджа футбольного клуба и объектов его интеллектуальной собственности. Методика исследования состоит из четырех этапов. Во-первых, в формировании базовой схемы управления интеллектуальной собственностью в спорте. Во-вторых, уточнения базового понятия «управление интеллектуальной собственностью в футболе». В-третьих, уточнения понятий: техника подготовки игроков (основного, дублирующего составов), система управления интеллектуальной собственностью в футболе. В-четвертых, формирования базовой схемы управления корпоративным имиджем футбольного клуба. Полученные результаты заключаются в уточнении необходимости идентификации объектов интеллектуальной собственности в менеджменте футбольного клуба; уточнении их взаимодействия с корпоративным имиджем футбольного клуба; определении соотношения объектов интеллектуальной собственности к стоимости материальных активов футбольного клуба; совершенствования организационно-правовой формы и диверсификации источников финансирования клуба.

Ключевые слова: спортивный менеджмент, объекты интеллектуальной собственности, профессиональный футбольный клуб, муниципальная организация, цифровая экономика.

SPORTS MANAGERS’ TRAINING FOR MUNICIPAL ORGANIZATIONS IN PROFESSIONAL FOOTBALL: INTELLECTUAL PROPERTY MANAGEMENT AS A PROFESSIONAL COMPETENCE IN THE DIGITAL ECONOMY

Research article

Shaimieva E.Sh.1, *, Gumerova G.I.2, Khvan K.I.3

1 ORCID: 0000-0002-9588-0199;

2 ORCID: 0000-0002-5198-7576;

1 Timiryasov Kazan Innovative University, Kazan, Russia;

2 Financial University under the Government of the Russian Federation, Moscow, Russia;

3 The Fund for Infrastructure and Educational Programs, Moscow, Russia

* Corresponding author (shaimieva[at]ieml.ru)

Abstract

Sports management in the digital economy requires clarification of professional competences of a sports manager. The object of this research is vocational training of a sports manager in administering municipal organizations in professional football. The subject is the competence in professional football club management based on intellectual property management. The research objective lies in the clarification of professional football club manager vocational competences and is based on the study of interconnection between football club corporate image and its intellectual property. Research methods consist of four stages. As firstly, forming of a basic scheme of intellectual property management in sports. Secondly, clarification of a basic concept “intellectual property management in football”. Thirdly, clarification of concepts: players’ training techniques (for both first and reserve teams); the system of intellectual property management in football. Fourth, forming of a basic scheme of a football club corporate image. The achieved results are as follows: the necessity of intellectual property identification in a football club management; the interconnection of intellectual property and football club corporate image; the definition of intellectual property and football club tangible assets value correlation; the improvement of organizational and legal forms and funding sources diversification.

Keywords: sports management, intellectual property, professional football club, municipal organization, digital economy. Introduction.

Intellectual property objects in the digital economy are a key issue in the policy of professional team sport management [1], [2], [3], [4]. In order to appreciate its value, a football club requires managers’ professional competences in corporate image management and intellectual property management [5], [6], [7]. It should be noted that in Russian practice, the football club is, among other things, an organization of municipal property [7]. The necessity of comprehensive approach in the research of professional managers’ competences is explained by: the lack of works by Russian scientists in this sphere and the key position of intellectual property in еру digital economy. It is known that, the management of the intellectual property objects includes the following processes: diagnostics of intangible assets, increasing their value, formation and compliance with the requirements for storage, access to the components of the intellectual property objects in the football club: confidential documented information, database [5], [6], [7], [8]. The formation of professional competencies of a manager in the sports field, starting at the level of a sports school, demonstrates the lack of management of the intellectual property objects, which forms the purpose of this study [8], [9], [10], [11]. In the research which conducted by Nazarov V.L., Obozhina D.A. are presented 18 types of professional qualities (competencies), which the majority of the interviewed specialists in management in the field of physical culture and sports noted as the most important. It should be noted that the study was conducted in 2013 on the basis of the children's youth sports school and the sports children's and youth school of the Olympic reserve in Yekaterinburg. The professional competencies presented in item 9 in the "Professional qualities (competencies) of the head of a sports school "demonstrate their development in the fields of intellectual property objects management (the purpose of this study); the introduction of innovative technologies in the educational process, taking into account the processes of resistance to innovation (changes) [7]. It should be noted that the last two points are beyond the scope of this study. The study by Nazarov V.L. Obozhina D.A. examines the issues of competencies in the content of the manager's work in the field of physical culture and sports [7]. The above-mentioned p. 9 according to the study by Nazarov V.L., Obozhina D.A means "…to create conditions for the introduction of innovations, to ensure the formation and implementation of initiatives of employees of physical culture and sports organizations…" [7]. However, in this interpretation by Nazarov V.L., Obozhina D.A, there are no concepts of management of intellectual property objects, which are encountered by a manager, a sports manager in a sports organization, in the process of training professional athletes or managers in the field of professional sports.

The research purpose. The clarification of a sports manager’ professional competences administering a professional football club on the basis of corporate image management and intellectual property management. 

The research organization and techniques

The research organization consists of the following stages:

  1. Forming of a basic scheme of intellectual property management in sports.
  2. Clarification of a basic concept “intellectual property management in football”.
  3. Clarification of concepts: players’ training techniques (for both first and reserve teams); the system of intellectual property management in football. According to the authors’ research the concept “players’ training techniques for both first and reserve teams” is a component of a football club’s know-how. This concept acquires its development in the following objects of intellectual as player scouting management, fun club management, brand management, information portal management, which at the same time are the objects of football club’s corporate image management. The authors believe that the players’ training techniques should be protected as confidential documented information.
  4. Forming of a basic scheme of a football club corporate image (figure 1).

 m_merged78

Fig. 1 – Football club intangible assets: universal and specific indicators of intellectual property and corporate image management in a football club (based on [14], [15])

 

The research results and discussion

We have identified specific and universal indicators of the intellectual property management process on the example of a football club (figure 1). Intellectual property management in the professional football is the management of:

(a) industrial property in the form of patents for invention, game tactics, different types of game tactics, means of individualization security;

(b) confidential documented information in the form of players’ training techniques for both first and reserve teams, player scouting management, fun club management, brand management, information portal management;

(c) copyright objects in the form of monographs, educational and methodical literature in the field of sport events, database as a collection of materials based on the results of matches, competitions, systematized in such a way that these materials can be found and processed using a computer;

(d) match broadcasting management, including through the means of electronic (digital) mass media. These indicators are classified by us as specific indicators in the management of intellectual property in a football club (figure 1) [7], [12], [13], [14]. The universal indicators of the process under study include the following: trade mark management, brand names (logos, emblems) and other means of individualization; Information portal management (mission, club philosophy, knowledge management); brand management (infrastructure, stadium, etc.); fan club management; player scouting management (coach, first and reserve teams) (figure 1) [11], [12], [13].

The scientific and practical conclusions of this research regarding sports manager’ professional competences in professional football are as follows:

  1. Knowledge and proficiency in the field of intellectual property and corporate image management on the basis of universal and specific indicators [5], [6], [7].
  2. Skills and abilities in the field of industrial property management, confidential documented information management, copyright objects management (Scheme 1) [7], [8], [9], [10]. Hence, it is possible to supplement the development of professional competencies of the head of a sports school (club) with a provision on the organization of the management process of the intellectual property objects in the football club. The process of managing of the intellectual property objects in a football club includes: diagnostics of intangible assets, increasing their value in the football club, formation and compliance with the requirements for storage, access to the components of the intellectual property objects in the football club: confidential documented information, database. 

Conclusion

In the competences of a football club manager should be included: intellectual property objects and corporate image identification; intellectual property and football club tangible assets value correlation definition; organizational and legal forms improvement and funding sources diversification. The perspectives of the research are in the sphere of professional football club managers’ competences development based on intellectual property management and football club corporate image. The authors identified universal and specific intellectual property management indicators, that can help in the management of a football club (including municipal organizations) in the digital economy.

Конфликт интересов Не указан. Conflict of Interest None declared.

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Список литературы на английском языке / References in English

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