Sports, Culture & Event Management PT
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Event Management II (E)

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students learn about the follow-up phase of event organization as well as the theoretical fundamentals of financial accounting and budgeting, event marketing, event evaluation, and event sustainability. They are thus familiar with the processes and content of all three phases of event organization and can create comprehensive event concepts and apply integrated event management techniques and tools. They are enabled to plan, prepare, implement and follow up events, in compliance with the specifications, conditions and budget. The students develop a familiarity with the different areas of knowledge and tools related to event management and marketing. In addition, they are able to assess events and apply the findings in their own projects. The students develop the critical handling of relevant concepts and tools and the ability to analyze, synthesize and apply information. With regard to instrumental skills, the understanding of the relationship between theory and practice is expanded and written communication in the English language is trained.

prerequisites and co-requisites

not applicable

course contents

Financial accounting and budgeting: Preparation of budget and cash flow, break-even analysis
Marketing of events: Segmentation, target group approach, competitive analysis, positioning, marketing mix (9Ps), integrated marketing communication strategy
Follow-up phase of the event organization: Development of follow-up/postprocessing plans in the planning phase
Event evaluation: Purposes, subject matter, methods and phases of event evaluation
Sustainability: Definition of terms, three-pillar model of sustainable development, effects of events on the economy, society and the environment including effects on the infrastructure in the destination, influences on and evaluation methods of environmental, economic and social sustainability of events

recommended or required reading

Beech, J., Kaiser, S. & Kaspar, R. (2016). The Business of Events
Management. Harlow, UK: Pearson Education Limited.
Bowdin, G. A.J., Allen, J., O´Toole, W., Harris, R., & McDonnell, I. (2011). Events Management . Oxford: Butterworth-Heinemann.
Ferdinand, N. & Kitchin, P. (2017). Events Management – An international approach. London: SAGE Publications Limited.
Getz, D. & Page, J. (2016). Event Studies: Theory, research and policy for planned events. 3rd ed. London: Taylor & Francis Ltd.
Reic, I. (2016). Events Marketing Management: A consumer perspective. London: Routledge.

assessment methods and criteria


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

second 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