Sports, Culture & Event Management FT
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Sports Management II

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

The students develop a basic understanding of the specifics of marketing different types of sports providers. They can understand, explain and reflect on fundamental concepts and theories (and the corresponding empirical findings) of sports marketing, sponsorship and communication in sport.
They can understand technical texts and integrate them into their body of knowledge and develop an understanding of the link between marketing in and through sport and other (economic) sectors.
The students are enabled to work on interdisciplinary tasks or questions and to present solutions.
The students improve their ability to think critically and express themselves accordingly. They also improve their teamwork skills through group work.

prerequisites and co-requisites

not applicable

course contents

Concepts, theories and findings of the marketing of and through sport are discussed and reflected upon. This includes marketing to sports consumers (spectators and participants), positioning, marketing strategy and the marketing mix in/through sport as well as the topic of sport and brand. The possibilities, limits, activation in sports sponsoring, social marketing, and communication as well as the new media are also dealt with.

recommended or required reading

Desbordes, M. & Richelieu, A. (2014). Global Sport Marketing: Contemporary Issues and Practice. London: New York: Routledge.
Grimmer, C. G. (Ed.). (2016). Der Einsatz Sozialer Medien im Sport: Gestaltung, Vermarktung, Monetarisierung. Springer-Verlag.
Nufer, G. & Bühler, A. (Hrsg.). (2013). Marketing im Sport. Grundlagen und Trends des modernen Sportmarketing. 3. Auflage. Berlin: Erich Schmidt Verlag.
Pedersen, P. M., Laucella, P. C., Kian, E., & Geurin, A. N. (2018). Strategic sport communication. Human Kinetics.
Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. London: Routledge

assessment methods and criteria

Academic Research Paper

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

integrated course, case studies, discussion, group work, presentations

semester/trimester when the course unit is delivered


name of lecturer(s)


year of study

first year of studies

recommended optional program components

not applicable

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)

not applicable