Sports, Culture & Event Management PT
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Concept Tool Box / Creative Lab (E)

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students learn to develop their own project idea into a strong concept and present it at a tenderable level. They present arguments on why they need funding or cooperation, while taking into account grant and sponsoring criteria from a cultural/sports management perspective. They use the competences in persuasiveness and professional presentation which they have acquired in the core subjects and apply them to regional, national and international contexts. They create a carefully planned budget and illustrate their strategies, including social, cultural and economic sustainability. Students present both the project and their approach to the project, and are encouraged to have the courage to innovate and show autonomy throughout.

prerequisites and co-requisites

not applicable

course contents

In the Creative Lab, students use the knowledge they have acquired in the core subjects Sports Management, Sports Sciences, Cultural Management, Cultural Sciences and Event Management, and apply it in a practice-oriented manner to develop a complete concept, either individually or in groups. By the end of the course, the concepts are at a tenderable level and include the following aspects:
1. A sustainable concept description, which
• adheres to formal criteria, including information on those who will submit the project.
• corresponds to a particular call for tenders or pool of funding
• has clear and coherent content, which is accessible also to those outside of the field and, if necessary, including clearly thought-through argumentation for funding
• fits in with the regional environment in relation to what is offered and what is needed
• adheres to the required page limit of three to four pages.
2. A budget plan with a simple income-expenditure structure, which adheres to the submission criteria and is ordered by criteria such as program, marketing, infrastructure, etc.
3. A mediation, marketing and PR plan.
4. Information on the uniqueness of the project or its sustainable structure.
5. Arguments on why the sponsor, if seeking sponsorship, suits the event and how the partnership could be organized.
6. A professional cover letter.

recommended or required reading

Steirer, Wolfgang / Moser, Susanne / Matt, Gerald (2004): Kulturmanagement leicht gemacht: der kurze Weg zum Profi, Neuer Wissenschafts Verlag

Homepages der Gebietskörperschaften, der EU und des CulturalContactPoint

assessment methods and criteria

design concept

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)

Prof. (FH) Dr. Verena Teissl; Prof. (FH) Dr. Sibylle Moser

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