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

level of course unit

second cycle, Master

Learning outcomes of course unit

Students will come to understand the challenges that arise from the development of an event portfolio for a destination. They will be able to appreciate and measure the impact (economic, social and ecological) of events on a destination and will be able to analyse the strengths and weaknesses of individual events. They will acquire the necessary skills to develop local and regional event strategies.

prerequisites and co-requisites

not applicable

course contents

Integrated communication and integrated event marketing
Development of event strategies for destinations
Mega events - sport, culture and business
Effects of mega events
Effects of events on destination branding
Operation and marketing requirements
Building individual events into a series
Integration of sporting events in communication perspectives

recommended or required reading

Beech, J., Kaiser, S., Kaspar, R. (eds.) (2014): Business of Events Management. Pearson, Harlow
Masterman, G. (2009): Strategic sports event management: an international approach. 2. ed., Olympic ed., Elsevier Butterworth-Heinemann, Amsterdam (u.a.)

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)

Mag. Elisabeth Mayerhofer, MBA

year of study

1. year of studies

recommended optional program components

not applicable

course unit code


type of course unit

compulsory (seminar degree)

mode of delivery

In-class course

work placement(s)

not applicable