Sports, Culture & Event Management PT
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Events Management

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students acquire a basic knowledge of event organization, including its legal and technical implications. They develop an understanding of the connection between organizational demands and legal and technical restrictions. They master the phases of event organization and can develop event and brand concepts. They also master integrated event management, management techniques and how to use checklists. The students take technical concerns into account as well as legal requirements and legal relationships, in particular in relation to liability and insurance. They acquire the skills to plan, prepare, implement and evaluate events, especially corporate and company events and incentives, with close attention to the specifications, conditions and budget provided. Students can evaluate events and then implement the results in their own projects.

They are familiar with the occupational profiles, can evaluate professionals in the field and select professionals based their suitability for positions as sports/cultural/events managers.

Students reflect on the development of the terms ‘event’ and ‘experience’, keeping a critical eye on the excessive tendency towards eventization. This allows them to become more conscious of swiftly-occurring changes in organization, technology, space, law and sociology within the concept, planning and realization stages of an event.

prerequisites and co-requisites

not applicable

course contents

This introductory course returns to the basic terms, definitions and event type. Building on both the developmental history of events and future trends, the role of different events within internal and external company communication are examined, as well as their sociological importance in society. Events are divided according to their different manifestations and the difference in meaning for a company’s marketing mix highlighted. The stages of event organization and concept planning are discussed. Cross-event (event) management, risk management, environmental management and security management are presented. Concepts for business events are developed, layout planning explained and the logistics of events highlighted.

recommended or required reading

Beech, Kaiser, & Kaspar (2014): The Business of Events Management, Harlow, United Kingdom. Pearson Education Limited
Bodwin, Glenn e.a. (2011): Events Management. Butterworth-Heinemann
Nickel, O. (2007): Eventmarketing, Grundlagen und Erfolgsbeispiele. Vahlen
Nufer, G. (2007): Eventmarketing und -Management: Theorie und Praxis unter besonderer Berücksichtigung von Imagewirkungen. Dt. Univ.-Verl.

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)

Asc. Prof. (FH) Mag. Monika Kohlhofer

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