Sports, Culture & Event Management PT
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Marketing (E)

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students can:
• recognize market-oriented management
• identify problems and approaches to finding solutions within marketing management for consumer goods, capital goods and services also on an international level and in particular considering investment
• apply marketing mix instruments
• present basic market research methods

prerequisites and co-requisites

not applicable

course contents

Using both theory and case studies, students are introduced to the basics of marketing: the definition and area of application of marketing, dynamics of the marketing environment, consumer behavior, essentials of market research, marketing strategies, marketing mix, marketing and advertising psychology and new media, with a focus on the relevance for sports and cultural organizations.

recommended or required reading

Kotler; Armstrong (2011): Principles of Marketing, 14th Edition, Prentice Hall.
Kotler, Keller (2011): Marketing-Management, 14 edition, Prentice Hall.
Homburg (2012): Marketingmanagement, Strategie-Instrumente-Umsetzung-Unternehmensführung, 4. Auflage, SpringerGabler
Meffert, Burmann, Kirchgeorg (2012): Marketing, Grundlagen marktorientierter Unternehmensführung, 11. Auflage, Gabler
Sander (2011): Marketing-Management, Märkte, Marktforschung und Marktbearbeitung, 2. Auflage, UTB

assessment methods and criteria

written examination

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)

Dr. Mag. Christoph Eisinger

year of study

first 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