Sports, Culture & Event Management PT
Apply Icon

Strategic & Innovation Management

level of course unit

second cycle, Master

Learning outcomes of course unit

Students will be able to differentiate between the key concepts in the orientation of an organization - mission, vision and strategy. They will also understand how strategy is a tool to decide which position the organization should adopt in the future and will be able to identify the key elements of a strategy within an organization - competitive advantage, demarcation, goals. They will become familiar with well-established tools in strategic planning and will be able to apply them in real world problems. In particular, they will develop an understanding of current topics in innovation management.

prerequisites and co-requisites

not applicable

course contents

The 10 schools of strategic management (according to Henry Mintzberg): Design School, Planning School, Positioning School, Entrepreneurial School, Cognitive School, Learning School, Power School, Cultural School, Environmental School and Configuration School; with a particular focus on the competitive aspects of the Positioning School (Michael Porter) and the organizational aspects of the Configuration School.

The course takes a strategic management approach to the development and implementation of strategies in various industries as a starting point for the development of appropriate innovation-oriented points of view.

recommended or required reading

Mintzberg, H. / Ahlstrand, B. / Lampel, J. (2008): Strategy Safari - The Complete Guide Through the Wilds of Strategic Management. Prentice Hall
Porter, M. (2003): The Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press
Steinmann, H. / Schreyögg, G. (2002): Management, Grundlagen der Unternehmensführung, Konzepte - Funktionen - Fallstudien. Gabler
Taylor, Tracy (2007) Managing People in Sports Organizations: A strategic Human Resource Perspective, Taylor& Francis

assessment methods and criteria

written examination (seminar paper)

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)

Prof. Dr. Oliver Scheytt

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