For many it's the dream gig - going to university and getting a major in AFL studies.

But for those involved in the competitive, high-stakes bubble of coaching in the AFL, it has been a long time coming.

Now the AFL and a national university have combined to develop a tertiary course aimed at teaching the teachers more, and readying the game's batch of elite coaches for working in an industry that is becoming more cut-throat by the season.

Before Year 12 students pencil in the Australian Catholic University's Bachelor of High Performance (Sport and Business) course as a tertiary preference, remember entry is limited to those who coach an AFL club or aspire to that role.

Mortals need not apply.

The course, designed by the ACU and the AFL Coaches Association, will provide coaches and players nearing their retirement with education in everything from identifying talent and sports science to communication skills and dealing with the media.

The course will begin at the ACU's Melbourne campus in 2010 and is timely, given two AFL coaches quit in 2009, there are 101 assistant coaches spread across the 16 clubs, and two new clubs will enter the AFL in 2011-12.

The coaches' association believes the course will provide AFL coaches of all levels with vital skills, a formal qualification and help prepare them for other industries once they leave football.

Former Richmond coach Danny Frawley, now the chief executive of the coaches' association, wishes an education program has been in place when he led the Tigers from 2000 to 2004.

"There's only 16 opportunities to get a job as a senior coach, and then as an assistant coach," Frawley said.

"After 15 years unless you're learning and keeping up, you quickly become irrelevant in our game.

"At Richmond for example, when I walked away I thought `Gee, what am I going to do now?'

"I've got a story to tell these young guys coming through. They've got to work hard at it and get hold of this because not only are you going to become a better coach but you'll have security long-term.

"There's no excuse now for (Carlton assistant coach) Robert Harvey and (West Coast's) Scotty Burns, who are just starting their coaching careers, to, in five or six years time, have something behind them if they want to go outside football."

When it comes to specialised subjects within the course, the league and coaching fraternity is prepared to share knowledge.

For example, AFL football operations general manager Adrian Anderson will teach sports law and Adelaide coach Neil Craig will address his area of speciality, sports science.

Coaching great Kevin Sheedy, who launched the course on Friday, said he was prepared to offer the knowledge he gained during 27 seasons at Essendon.

Sheedy predicted AFL clubs would not consider hiring a coach who had not completed the ACU program.

"It won't be far off that," he said.

"Put it this way, it would be great if the coaches who can come through this course are the best in Australia."

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