Sports, Culture & Event Management PT
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Events Management & Events Marketing

level of course unit

second cycle, Master

Learning outcomes of course unit

Marketing: Students will be familiar with the fundamental areas of study in marketing:
- The marketplace and market research
- Products and services
- Pricing
- Marketing communication
- Distribution

Students will also understand how these areas have an impact on one another and how they should be blended as part of a marketing strategy.

Event management: Students will be familiar with the fundamental areas of study in event management:
- The concept and meaning of an 'event'
- Event organization
- Event design
- Layout planning and logistics
- Introduction to health and safety
- Event psychology and creativity
- Communication techniques

Students will also be able to distinguish between different types of event, analyse their scope and identify the most important tools in event management.

prerequisites and co-requisites

not applicable

course contents

- Product decisions and brand management
- Product range policy
- Product lifecycle
- The marketing of services
- Pricing policy
- Integrated marketing communications
- Advertising and PR
- Sales and sales promotion
- Direct and online marketing
- Distribution channels

Event management:
- Alongside an introduction to the terminology of event management, different types of event and their applications will be identified
- Analysis of the reasons (marketing, profit, image transfer) for events (B2B, B2C)
- Consideration of the various factors for the success of events
- Presentation of the influencing factors
- Description of the implementation of event ideas, goals, design, control and final evaluation
- Analysis of the safety considerations and responsible health and safety management
- Illustration of the psychological elements of successful event planning
- Outline of the principles of creative event design.

recommended or required reading

Beech, J., Kaiser, S., Kaspar, R. (eds.) (2014): Business of Event Management. Pearson, Harlow
Bladen, Charles Events management. - 1. publ. 2012
Bowdin, G. A. J. Events management. - 3rd ed 2010
Hladky, Andreas: Grundlagen professionelles Eventmarketing. - 1. Aufl. 2012
Kotler, P. (2011): Grundlagen des Marketing, 5., aktualisierte Auflage, Pearson Studium, München
Kotler, P. (2010): Die neue Dimension des Marketings, Marketing 3.0. Campus-Verl., Frankfurt am Main (u.a.)
Kotler, P. (2007): Marketing-Management: Strategien für wertschaffendes Handeln. 12., aktualisierte Aufl., Person Studium, München (u.a.)
Nickel, Oliver Eventmarketing. - 2., vollständig überarb. Aufl. 2007

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)

Dr. Susanne Gellweiler

year of study

1. year of studies

recommended optional program components

not applicable

course unit code


type of course unit

compulsory (integrated lecture)

mode of delivery

In-class course

work placement(s)

not applicable