Sports, Culture & Event Management PT
Apply Icon

Event Staging

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students are familiar with the most important models of event dramaturgy and story-telling. They acquire an overview both of classic events and ‘events 2.0’, along with the staging options for each.

prerequisites and co-requisites

not applicable

course contents

What is the relevance of events in the marketing mix?
• What are the communication aims? Who is the target audience?
• Checklists for marketing events
• Planning the program, schedule and cost

What is dramaturgy?
• Internal construction focusing on story-telling
• Story-telling from the perspective of neuroscience
• External construction using dramaturgical constructions which create suspense

• Trans-media story-telling
• Creativity techniques for event staging
• The practical development of event staging using group work
• The event manager’s staging options

Presentation by the head of the event
• The script

New forms of event staging: Events 2.0
• The emergence of new forms of event
• Social media marketing as an event tool
• Further interactive tools for Events 2.0

recommended or required reading

Bischof: Event-Marketing, 2008, Cornelsen Verlag
Blättler, Gassert, Parikka-Hug, Ronsdorf: Intermediale Inszenierungen im Zeitalter der Digitalisierung, 2010, transcript Verlag
Creative Commons Attribution: Wikipedia, 2011
Fuchs: Warum das Gehirn Geschichten liebt, 2009, Haufe Verlag
Geißlinger: Die Imagination der Wirklichkeit, 1992, Campus Verlag
Geißlinger: Überfälle auf die Wirklichkeit, 1999, Carl-Auer Verlag
Geißlinger/Raab: Strategische Inszenierung, 2007, Carl-Auer Verlag
Latzer (Hrsg.): Die Zukunft der Kommunikation, 1999, Studienverlag
Miller: Digital Storytelling, 2008, Focal Press Verlag
Mikunda: Der verbotene Ort oder Die inszenierte Verführung, 2005, Redline Verlag
Philippi: 30 Minuten für Veranstaltungs-Dramaturgie, 2003, Gabal Verlag
Rössler: Massenphänomen Online-Sport-Events: Am Beispiel der Ski Challenge, 2009, Grin Verlag
Schäfer-Mehdi: Event-Marketing, 2006, Cornelsen Verlag
Urthaler: Unvergessliche Veranstaltungen – Dramaturgie und Inszenierung von Events, 2010, VDM Verlag
Weinberg: Social Media Marketing – Strategien für Twitter, Facebook & Co, 2010, O´Reilly Verlag
Wirtz: Medien- und Internetmanagement, 2006, Gabler Verlag

assessment methods and criteria

term paper

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. (FH) Martin Poley

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