This article presents how a SWOT analysis can be used to identify possibilities for optimizing organizational and management processes in the field of physical culture and sport (PC&S) under conditions of digital transformation. The method of system analysis was used to study situations of interaction and the structure of relationships between the elements of the management system within the field of physical culture and sport. The authors attempted to evaluate the state of the organizational and management structure of PC&S within the state sector through use of a SWOT analysis. Macro environment (external environment) indicators, which have a high probability of influence on management processes, were considered, divided into four groups: political, economic, social and information technology. The micro environment (internal environment) as analyzed according to the following perspectives: organizational; marketing; financial; personnel. Based on a system analysis of the organizational and managerial structure of the field of physical culture and sports and a SWOT analysis of management technologies in the field of PC&S, the main strengths and weaknesses, as well as opportunities and threats that affect the management system in the field of physical culture and sports, were identified. The generalized matrix of the SWOT analysis obtained during the study made it possible to formulate the main directions for improving the management process. Recommendations were proposed for scenario planning of the organizational and managerial structure and strategic development in the field of physical culture and sport under the conditions of digital transformation.
Socially significant changes in the system of higher education in Ukraine, the desire to enter the pan-European educational space, the need for a new generation of personnel in the field of physical culture and sports necessitate a significant modernization of the education content in physical education universities. One of the vectors for the "Strategy for the physical culture and sports development until 2028" implementation is the staffing optimization in the field of physical culture and sports. It involves the comprehensive use of both domestic and advanced foreign experience. The article analyzes the main aspects of professional training in the sports science Master's program, implemented at the Latvian Academy of Sports Pedagogy, the only institution of higher education in Latvia that coordinates and conducts research in the field of sports. It is noted that the Latvian Academy of Sports Pedagogy carries out accredited training programs for graduates to work in institutions and organizations in the field of education, sports, as well as in state and municipal institutions and business associations. Students gain knowledge, acquire skills and abilities for managerial and organizational activities in the field of sports, health promotion, other activities. They receive the following qualifications: sports teacher (physical education), senior sports coach, sports manager, recreation specialist, physiotherapist. Attention is focused on the fact that the Master's program "Sports Science" goal is to provide professional training in sports science in accordance with state economic, cultural and social needs in the sports science context; the formation of future master’s professional skills is necessary for managerial and organizational activities in the field of sports and health promotion. Analysis of the professional training content of physical culture and sports masters in Latvia is useful, taking into account the borrowing of experience to search for reserves to update and improve the existing higher education of future masters of physical culture and sports in Ukraine.
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