Sports, Culture & Event Management PT
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Applied Marketing Planning

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students know different marketing concepts and approaches and can apply appropriate research instruments in real situations in sports, cultural and event management.
They can analyze their own decisions, what these decisions require and the effects they may have, and to apply these in a targeted manner in their planned activities. They can differentiate between, evaluate and appropriately apply the necessary concepts. They can autonomously produce marketing plans for specific target audiences.

prerequisites and co-requisites

not applicable

course contents

Strategic implications and strategic marketing statements, conveying current trends in marketing, target-oriented design of marketing instruments, modern marketing concepts of service marketing, and networked marketing and project structures and processes.

recommended or required reading

Meffert, H. (2005): Markenmanagement: Identitätsorientierte Markenführung und praktische Umsetzung., Gabler.
Lüppens, M. (2006): Der Markendiamant, Gabler.
Rushkoff, D. (2006): Die neue Renaissance, auf dem Weg zu einer vernetzten sozialen Wirtschaft.
Riemann; Zernisch, P. (2003): Markenglauben managen.
Bruhn, M.: Sponsoring (2003): systematische Planung und integrativer Einsatz, Wiesbaden, Gabler.
Hermanns, A. (2003): Sponsoring und Events im Sport: von der Instrumentalbetrachtung zur Kommunikationsplattform, München, Vahlen.

assessment methods and criteria

marketing plan

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

integrated course, case studies, discussion, group work

semester/trimester when the course unit is delivered


name of lecturer(s)

Mag. Annemarie Kapferer, MSc

year of study

third year of studies

recommended optional program components

not applicable

course unit code


type of course unit


mode of delivery

in-class course

work placement(s)

not applicable