Sports, Culture & Event Management PT
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level of course unit

first cycle, Bachelor

Learning outcomes of course unit

The students are able to:
• To identify market-oriented management.
• To identify solutions and problems of marketing management for consumer goods and services also on an international basis and with special consideration of the application.
• To apply instruments of the marketing mix.

The students are able to:
• To apply the theoretically acquired knowledge in a case study (in a small group) and to present the results professionally.

prerequisites and co-requisites

not applicable

course contents

The teaching of marketing fundamentals (definition and application of marketing, dynamics of the marketing environment, consumer behavior, marketing strategies, marketing mix, market and advertising psychology, new media) through theory and case studies. Special features of marketing for sports and cultural institutions.

recommended or required reading

Kotler, P., Armstrong, G. (2016): Grundlagen des Marketing, 6. Auflage, Pearson Verlag.
Kotler, P., Keller, K. (2017): Marketing-Management, 15. Auflage, Pearson Verlag.
Homburg, C. (2016): Grundlagen des Marketingmanagements, 5. Auflage, Springer Gabler Verlag.
Meffert, H., Burmann, C. (2018): Marketing. Grundlagen marktorientierter Unternehmensführung, 13. Auflage, Springer Gabler Verlag.
Bruhn, M. (2016): Marketing. Grundlagen für Studium und Praxis, 13. Auflage, Springer Gabler Verlag.

assessment methods and criteria


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, case studies, discussion, group work, presentations

semester/trimester when the course unit is delivered


name of lecturer(s)


year of study

first 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