Digital Marketing FT
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Elective II(E)

level of course unit

second 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

not applicable

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. and Oddy, R. (2018). 87 Key Models for Event, Venue and Experience (EVE) Managers. UK, Libri Publishing.
- Kotler, P.; Armstrong, G.; Harris, L. C. & Piercy, N. (2016): Principles of Marketing. 7th European Edition. UK: Pearson Education Limited.
- Smit, B. & Melissen, F. (2017). Sustainable Customer Experience Design: Co-creating experiences in Events, Tourism and Hospitality. London, Routledge.
- Van Ruler, B., & Körver, F. (2019). The Communication Strategy Handbook: Toolkit for Creating a Winning Strategy. New York [u.a.]: Peter Lang.

assessment methods and criteria

Final presentation, final report or examination

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

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Wolfgang Reitberger

year of study

2. 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