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
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
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
course unit code
type of course unit
mode of delivery