Sports, Culture & Event Management PT
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Sports Management II

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students develop a basic understanding of the finer points of marketing different types of sports suppliers.
They can understand and explain fundamental concepts and theories of sports marketing, sponsoring and communication, as well as the corresponding empirical findings, and can reflect on these in relation to possible future occupations in the area of sports.

prerequisites and co-requisites

not applicable

course contents

The concepts, theories and findings of marketing, sponsoring and communication in relation to sports are dealt with and reflected on in relation to possible future occupations. The focus is on unique characteristics of sports as a field of action. Through this, students acquire well-founded insights into these topics.

recommended or required reading

Ferrand, A., Torrigiani, L. & Camps i Povill, A. (2007). Routledge Handbook of Sports Sponsorship. Successful strategies. London, New York: Routledge.
Hopwood, M., Skinner, J. & Kitchin, P. (Eds.). (2010). Sport Public Relations and Communication. Oxford, Burlington: Butterworth-Heinemann.
Newman. T., Peck, J., Harris, C. & Wilhide, B. (2013). Social Media in Sport Marketing. Scottsdale: Holcomb Hathaway.
Nufer, G. & Bühler, A. (Hrsg.). (2013). Sport-Marketing. Grundlagen und Trends des modernen Sportmarketing. 3. Auflage. Berlin: Erich Schmidt Verlag.
Schaffrath, M. (2012). Sport-PR als Beruf: Empirische Studie zum Aufgaben- und Anforderungsprofil von Pressesprechern im Sport. Berlin, Münster: Lit.
Schwarz, E.C., Hunter, J.D. & LaFleur, A. (Eds.). (2012). Advanced Theory and Practice in Sport Marketing. 2nd edition. London, New York: Routledge.

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)

Mag. Sandro Kielwagen

year of study

second year of studies

recommended optional program components

not applicable

course unit code


type of course unit


mode of delivery


work placement(s)

not applicable