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
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
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
course unit code
type of course unit
mode of delivery