ENTERPRISE
ACADEMY
UNITED... THE BUSINESS This book belongs to:
ENTERPRISE ACADEMY1
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ENTERPRISE
ACADEMY
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CONTENTS SESSION ONE
Introduction to the Sporting Organisation
SESSION TWO What is a Business?
SESSION THREE
Communicating Objectives
SESSION FOUR Customers
SESSION FIVE Customer Records
SESSION SIX
Customer Service and Complaints
SESSION SEVEN Products and Services
SESSION EIGHT Advertising
SESSION NINE
Publicity and Providing Information
SESSION TEN Steps to Success
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WELCOME TO THE ENTERPRISE ACADEMY Congratulations on being selected for Manchester United Football Club’s Enterprise Academy. You are now part of a team that will gain a unique insight into how a Premiership football club works. Over the next ten sessions you’ll undertake challenges that are designed to show exactly what goes on behind the scenes at a Premier League Football Club. As the programme progresses you will gain an understanding of Manchester United Football Club as a business rather than just a football club and hopefully enjoy learning about enterprise along the way. You will build up a portfolio of work that will further your understanding of enterprise while receiving a nationally recognised qualification upon completion of the course.
David Gill Chief Executive
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WHAT IS ENTERPRISE? Please answer the questions below honestly. This will help us evaluate your progress over the course of the programme.
1 What do you understand by the term Enterprise?
2 What Enterprise skills are used at Manchester United?
3 Give an example of when you have used any business and Enterprise skills.
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INTRODUCTION TO THE SPORTING ORGANISATION This lesson we will: Find out about the people and departments that make up the sporting organisation
NOTES
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INTRODUCTION TO MANCHESTER UNITED... TASK 1. Write down what you think each of the three departments does.
FINANCE
FOUNDATION
HUMAN RESOURCES (HR)
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There are lots of different departments at Manchester United, and they are all important to help keep the club going.
MAN UTD MIX-UP Disaster! All of the club’s computer systems are down and we need up to date staff profiles for the Chief Executive.
TASK 2: Match the Manchester United club employees to their correct department, and then draw a line to the job description.
There are 2 job descriptions missing; fill out the missing description and draw a line to the relevant department.
DEPARTMENT:
I manage all the staff in the club shop. We sell United merchandise to the public.
HEAD OF HR
HEAD CHEF
I manage the human resources team and we are responsible for looking after all the staff at United.
MEGASTORE MANAGER
HEAD GROUNDSMAN
I am in charge of all the kitchen staff and menus across all areas of the club. My staff and I cook all of the meals that are served in and around the stadium.
ENTERPRISE TUTOR
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CHART ATTACK
At Manchester United Football Club, our organisational chart lets staff and customers know about the various departments and different employees individual roles.
TASK 3. Help us complete the chart by filling in staff members from the list below. Two of
the answers are missing and so you must decide yourself what the correct answer should be.
OWNERS
CHIEF EXECUTIVE
CHIEF OPERATING OFFICER
HEAD OF IT
MEGASTORE MANAGER
PLAYER
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IT ASSISTANT
GROUNDS MAN
PHYSIOTHERAPIST
1ST TEAM MANAGER
HEAD OF RETAIL
FINANCE MANAGER
CATERING MANAGER
ENTERPRISE TUTOR
RETAIL ASSISTANT
MATCH REPORT 1 2
SKILLS SCHOOL abc
Literacy
123
Numeracy ICT Working with others Innovation Independent learning Reflective learning Communication Citizenship Responsibility
? Problem solving Organisation Effective participation Self management
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WHAT IS A BUSINESS?
This lesson we will: Look at how businesses are classified in to different sectors/groups.
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WHAT IS A BUSINESS?
A business is an organisation which makes, buys and sells goods, or provides a service. There are three business ‘sectors’: Primary, Secondary and Tertiary.
TASK 1: Write a brief statement describing each sector with an example business for each. TASK 2: Cut out the company logos from the resources sheet provided and decide whether they represent the primary, secondary or tertiary sector, before sticking it under the correct heading.
PRIMARY
SECONDARY
TERTIARY
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MATCH REPORT 1 2
SKILLS SCHOOL abc
Literacy
123
Numeracy ICT Working with others Innovation Independent learning Reflective learning Communication Citizenship Responsibility
? Problem solving Organisation Effective participation Self management
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COMMUNICATING OBJECTIVES This lesson we will: Learn about the objectives of a sporting organisation and how these objectives are communicated.
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COMMUNICATING OBJECTIVES PART 1 Objectives give a clear picture of what you want your business to achieve. A role is the position or job that each individual in the business undertakes. TASK 1. Identify what objectives each organisation might have.
GREATER MANCHESTER POLICE
LEGENDS CAFÉ
MANCHESTER UNITED
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WHAT ARE OUR OBJECTIVES? “My objective is to develop Manchester United Foundation Education projects and to help my team deliver them in a fun and interesting way.” Lami Sonola - Education Manager
TASK 2. What is your objective?
YOUR OBJECTIVE
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COMMUNICATING OBJECTIVES PART 2 In order to achieve its aims, an organisation must let its customers and staff know what their objectives are. TASK 3. Name two ways in which the club communicates these objectives.
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CLUB CHARTER
Having looked at United’s Customer Charters, it’s now time to tell us what you think of them. How easy is it to read? Is it too long?
TASK 4. Write down at least two features of each charter.
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UNITED’S YOUNG PERSON’S CHARTER Having looked at some good and bad charters, the club has now asked you to design a young person’s charter
TASK 5. Design your own Young Person’s charter, outlining what you would provide for young people if you worked at the club.
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MATCH REPORT 1 2
SKILLS SCHOOL abc
Literacy
123
Numeracy ICT Working with others Innovation Independent learning Reflective learning Communication Citizenship Responsibility
? Problem solving Organisation Effective participation Self management
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CUSTOMERS This lesson we will: Look at how a sporting organisation works with its customers and how it manages their needs.
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OLD TRAFFORD
Customers are the people who buy the products and services of a business. This club’s employees are known as ‘internal’ customers, whilst fans and other visitors are our ‘external’ customers.
TASK 1. Why are both types of customer important to Manchester United Football Club?
TASK 2. Sort out the Man Utd football club employees into internal, external, or both, by writing them in the correct column. Fill in the blanks using the list of words below.
INTERNAL
EXTERNAL
CHIEF EXECUTIVE
REFEREE
RECEPTIONIST
SUPPORTER
ENGLAND MANAGER
POLICE OFFICER
STEWARD
CAMERAMAN
PLAYER
GROUNDSMAN
CLEANER
BALL BOY
ST JOHN’S AMBULANCE
COMMENTATOR
ENTERPRISE TUTOR
JOURNALIST 30
BOTH
WHY ARE WE IMPORTANT TO MAN UTD? TASK 3. Fill in the blanks Internal Customers are important to Manchester United Football Club because we want a workforce which will help the club run in order for them to carry out their
. We want our staff to receive up to date well. This way, our external customers will want to use our
again. Manchester United Football Club creates local
which reduces
in the area. External Customers are important to Manchester United Football Club because without them we would not be able to
. These customers bring
We want our customers to be proud to
into the club through things such as ticket sales. United and we understand how important
is to them. That is why we look forward to winning some more
INTERNAL CUSTOMERS UNSKILLED HAPPY TRAINING PENALTY DUTIES SMOOTHLY
BURGERS CHIPS SERVICES BOVRIL JOBS UNEMPLOYMENT
for them in the future.
EXTERNAL CUSTOMERS ASHAMED SURVIVE TROPHIES MONEY PENALTY RELEGATION
REACHED SUCCESS MONKEYS BACON SUPPORT PROUD
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WHAT DO WE NEED? TASK 4. Can you help our Stadium Manager complete the contracts of people who work at the Stadium
on a match day? Complete the boxes by choosing from the list, the things you think the Policeman, St John’s Ambulance worker, Reporter and Player need to do their job properly.
POLICEMAN
ST JOHN’S AMBULANCE
REPORTER
PLAYER
TV MONITOR HOLDING CELLS TREATMENT ROOM REFRESHMENTS
TRANSPORT TO GAMES CHANGING ROOMS HOSPITALITY LOUNGE GOOD VIEW OF PITCH
TASK 4. What three things would you need as a supporter?
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MICROPHONE SURVEILLANCE ROOM INTERNET ACCESS STADIUM KNOWLEDGE
AMBULANCE ACCESS INTERVIEW ROOM PITCHSIDE PASS PLAYING KIT
MATCH REPORT 1 2
SKILLS SCHOOL abc
Literacy
123
Numeracy ICT Working with others Innovation Independent learning Reflective learning Communication Citizenship Responsibility
? Problem solving Organisation Effective participation Self management
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CUSTOMER RECORDS
This lesson we will: Explore how keeping up to date and accurate records of its customers helps the sporting organisation to provide good customer service.
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CUSTOMER RECORDS
Keeping customer records is an essential part of any business
TASK 1. Take a look at the customer record you have been given and
identify some similarities between the records and circle the information.
TASK 2. List two reasons why keeping customer records is important for an organisation.
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TASK 3. The new intern at the club has written down some customers details on her note pad, however
the boss wants the information on a computer database, can you use the information from her notes to fill in the gaps on the computer database, making sure you correct any errors that may have already been made.
CUSTOMER INFORMATION Surname
Cantona
What are they called
Eric
Paul
“Giggsy�
Lives Here
France
8 Shaw Road Manchester
24 Old Trafford Road
Postcode +33 161 43211234
Email Age
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Ferguson
M4 3MU
M20 3UTD
0161 789 987
0161 321456
eric@ntl.com
Ryan.g@gmail.com 36
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SirAlex@manutd.com
HANDWRITTEN RECORDS
Ryan.g@hotmail.com 24 OLD TRAFFORD ROAD MANCHESTER M60 6RG 0161 987 654 29TH NOVEMBER 1973 RYAN GIGGS SIR ALEX FERGUSON SirAlex@manutd.com 4 CARRINGTON TRAINING GROUND M20 3UTD 31ST DECEMBER 1942 0161 321 456 ERIC CANTONA 4 PARIS LANE PARIS FRANCE F4 6PU +331614321234 eric@ntl.com 24TH MAY 1966
IMPORTANT MEETING
3PM
S!
9N 1 P M A CH
8 Shaw Road Manchester M4 3MA Paul Scholes 0161 789 987 16th November 1974 Scholesy@aol.com
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CUSTOMER RECORDS TASK 4. Memory Database.
MEMORY DATABASE
TASK 5. What is the best method of storing customer records, and why is it the most suitable?
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MATCH REPORT 1 2
SKILLS SCHOOL abc
Literacy
123
Numeracy ICT Working with others Innovation Independent learning Reflective learning Communication Citizenship Responsibility
? Problem solving Organisation Effective participation Self management
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CUSTOMER SERVICE AND COMPLAINTS This lesson we will: Explore different aspects of customer service within the sporting organisation, including how the football club deals with complaints.
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CUSTOMER SERVICE TASK 1. Some customers need a bit of help finding the right people to speak to.
Can you identify which customer service department the customer should contact by putting the customers number (1,2 or 3) with the correct department.
CUSTOMER 1
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CUSTOMER 2
CUSTOMER 3
I would like to renew my season ticket but don’t have the internet, who should I speak to?
I would like to buy a corporate hospitality box, for the season so I can entertain my clients, who should I speak to?
I would like to take my wife and two children to see the stadium and trophies, who shall I speak to?
TICKET OFFICE
FINANCE
MEGASTORE
MUSEUM
HOSPITALITY & EVENTS
FOUNDATION
YOUR COMPLAINT
In order for a customer to receive the best customer service they can, they must speak to the specific department.
TASK 2. Imagine you are not happy with a product or service from an organisation or business; write a letter of complaint to the manager, remembering to include the following details: Subject of the complaint, Contact details and Details of the complaint.
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HOW DID YOU RESOLVE THE PROBLEM? TASK 3. Congratulations, you’ve got a new job at United as a receptionist! However, on your first day in the job you have to deal with some complaints. How would you respond to the following? TYPE OF COMPLAINT
SUGGESTED RESPONSE
No disabled parking available at the match
Served a cold pie at the game
Paid £30 for ticket, but got no seat at the game
Paid £3000 for wedding reception, but food and drink ran out
Player missed a penalty
TASK 5. Pick one of the responses you have given, and explain why it was an appropriate response to use.
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MATCH REPORT 1 2
SKILLS SCHOOL abc
Literacy
123
Numeracy ICT Working with others Innovation Independent learning Reflective learning Communication Citizenship Responsibility
? Problem solving Organisation Effective participation Self management
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PRODUCTS & SERVICES
This lesson we will: Find out how Manchester United Football Club provides different products and services and why this is important.
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FOOD FOR THOUGHT
Products and services are provided by a business and then sold to customers. The different departments produce a range of products and services to suit both football fans and our corporate clients.
How much do you know about the food on sale at United? Listed below are 10 products offered by the Catering Department on a match day - but are they sold to fans on the concourse or served to VIP’s in our executive suites? TASK 1. From the menu you must decide whether you think it is offered in Executive or Concourse catering.
EXECUTIVE CATERING
CONCOURSE CATERING
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2
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Menu STEAK AU POIVRE ....... CHIPS ....... PIE ....... CHAMPAGNE ....... BOVRIL ....... SALMON ....... BUFFET ....... CHEESEBURGER ....... BLACK FOREST GATEAUX ....... PRAWN SANDWICH
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PRODUCTS UTD 4ME
Areas you could consider are:
Megastore
(merchandise etc.)
Catering
(match day food, hospitality, Red Cafe etc.)
Museum
(Tours, exhibits etc.)
Match Day
(Seating, entry scheme, half time)
TASK 2. You have been tasked with re-designing some new products and services for the club, choose one product or service that you think you could improve, and re-design it.
TASK 3. Give at least one beneficial change of your new design.
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MATCH REPORT 1 2
SKILLS SCHOOL abc
Literacy
123
Numeracy ICT Working with others Innovation Independent learning Reflective learning Communication Citizenship Responsibility
? Problem solving Organisation Effective participation Self management
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ADVERTISING This lesson we will: Look at different forms of advertising and think about the most appropriate ways of getting information across to Manchester United Football Club’s customers.
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YOU KNOW YOU WANT IT TASK 1. List as many different ways you can think of, that organisations use to advertise their products and service?
TASK 2. Identify two ways that Manchester United would use to
advertise the new product or service you designed in Session Seven.
Advertising is used by a business to persuade people to buy its products or services, and there are lots of different ways of doing this. A business will decide which is the most appropriate method
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WHAT MAKES A GOOD ADVERT?
Think of an advertisement that has made an impression on you: either on TV, radio, poster, internet or any other means. Why did you like it? TASK 3. Identify three things that make a good advert.
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DESIGN YOUR OWN ADVERT TASK 4. The Manager loves your new product/service, it is now time to design a poster for it, you must include at least 3 features of a good advertisement
The Manager loves your new product/service, it is now time to design a poster for it, you must include at least 3 features of a good advertisement
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MATCH REPORT 1 2
SKILLS SCHOOL abc
Literacy
123
Numeracy ICT Working with others Innovation Independent learning Reflective learning Communication Citizenship Responsibility
? Problem solving Organisation Effective participation Self management
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PUBLICITY & PROVIDING INFORMATION This lesson we will: Examine the various ways a piece of information can be presented and consider how these may change depending on the target audience.
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GETTING THE MESSAGE ACROSS Examine the various way’s a piece of information can be presented and consider how these may change depending on the target audience. TASK 1. List the different ways United provides information
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MATCH DAY PROGRAMME REVIEW TASK 2. Have a look at the match day programme, identify at least 2 different sections within the programme, and then highlight what kind of features the editor uses, e.g colour, text, images etc.
SECTION 1
SECTION 2
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MATCH DAY PROGRAMME PAGE Manchester United Football Club’s Matchday programme, needs some new articles to go in it, ready for United’s next home game.
TASK 3. Can you write a story about the club which will interest and entertain the readers!
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MATCH REPORT 1 2
SKILLS SCHOOL abc
Literacy
123
Numeracy ICT Working with others Innovation Independent learning Reflective learning Communication Citizenship Responsibility
? Problem solving Organisation Effective participation Self management
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STEPS TO SUCCESS
This lesson we will: Learn about key employability skills and find out how we can become a valuable employee to our employer.
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EXPERTISE & QUALITIES
In order for an organisation to be its best, it is essential that its employees have the right skills and qualities to carry out their job roles and the departments objectives
TASK 1. Look at the two jobs below. Make a list of 5 skills needed to do each job well. Both lists must contain at least two unique skills
TOUR GUIDE
CLUB WAITER /WAITRESS
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1
2
2
3
3
4
4
5
5
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IDENTIFYING SKILL S TASK 2. Identify four qualities or skills that you have that would be important for employment,
and justify your answers e. g “ I am good at communicating because I am on the school debate team”
QUALITY 1:
QUALITY 2:
QUALITY 3:
QUALITY 4:
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DEVELOPMENT TASK 3. Choose a job from the list below. Imagine that you are going to apply for this job
when you leave school; identify one area of development and what steps to take to achieve this.
RECEPTIONIST I WANT TO APPLY
HEAD CHEF I WANT TO APPLY
MEGASTORE ASSISTANT I WANT TO APPLY
AREA OF DEVELOPMENT
STEPS TO TAKE
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FOOTBALL COACH I WANT TO APPLY
MUSEUM ASSISTANT I WANT TO APPLY
MATCH REPORT 1 2
SKILLS SCHOOL abc
Literacy
123
Numeracy ICT Working with others Innovation Independent learning Reflective learning Communication Citizenship Responsibility
? Problem solving Organisation Effective participation Self management
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NOTES
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GLOSSARY Advertising A form of communication used to influence individuals to purchase products, services or brands.
Customers Is usually referred to a current or potential buyer or user of products or services
Customer Service Is a series of activities designed to enhance the level of customer satisfaction.
Marketing Is a process associated with promoting the sale of goods or services.
Objectives A plan which a person or business intends to achieve.
Product Product may refer to a single item or unit, or a grouping of services or goods
ADD IN ANY NEW TERMS YOU’VE LEARNT DURING THE SESSIONS BELOW
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Supported by
The paper used in this report is from a sustainable source.
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