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.