Elective

level of course unit

2. Study cycle, Master

Learning outcomes of course unit

Students are able to:
• contribute previously acquired knowledge to the discussions.
• question, classify, and contrast new knowledge.
• appropriately assess the activities of experts from business and science.
• establish contact with the experts and/or expand and understand both the Austrian and the international market.

Students will develop:
• discussion and reasoning skills.
• creativity.
• skills in task and time-driven work on projects.
• skills in presentation.

prerequisites and co-requisites

none

course contents

The course will focus on the following points:
• Future of sport, culture and events in terms of importance
• The use of marketing tools in projects
• Scientific analysis of marketing campaigns in practice
• Current trends in international business in both theory and practice
• Economic, political and social impacts
• Industry and R&D activities
• Digital developments
• Creation and evaluation of trends, fashions, booms

recommended or required reading

• Edger, C.; Oddy, R.: 87 Key Models for Event, Venue and Experience (EVE) Managers. Libri Publishing (latest edition)
• Kotler, P.; Armstrong, G.; Harris, L. C.; Piercy, N.: Principles of Marketing. Pearson (latest edition)
• Smit, B.; Melissen, F.: Sustainable Customer Experience Design: Co-creating experiences in Events, Tourism and Hospitality. Routledge (latest edition)
• Van Ruler, B.; Körver, F.: The Communication Strategy Handbook: Toolkit for Creating a Winning Strategy. Peter Lang (latest edition)