Sports, Culture & Event Management PT
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Digital Trends in Sports, Culture & Events (E)

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

The students develop a basic understanding of the specifics of the digitization of sport and its environment as well as the event industry. They understand current developments, contexts, concepts and the corresponding empirical findings and can reflect on them against the background of a later career in the field of sport and event management.
They recognize the opportunities of digital applications for audience development and cultural mediation and question the consequences of digitization for the reception and dissemination of cultural offerings.
The students are thus able to comprehensively and critically assess developments in the respective fields of practice and initiate change processes accordingly. They analyze complex relationships, know central methods and develop theory-based problem-solving skills.

prerequisites and co-requisites

not applicable

course contents

The digitization of the sports industry is covered. In particular, the digital staging of sport, the digital interaction and thus pluralization of communication channels with the sports consumer and the production of new digital sports products are focused on. In addition, it is discussed how the digital infrastructure and digital platform influences the competitive environment of sport.
In the context of cultural management, the consequences of digitization for fictional imaginary worlds in art and culture are outlined. Examples from the fields of virtual reality and social media show the potential of digital technologies for experiencing cultural offerings and the emergence of new audiences. However, the loss of cultural diversity through the algorithmization of knowledge and cultural memory is also being discussed.
In addition, the course deals with the digitization of events. Special focus is placed on the effects of digital technologies on existing and new event formats and on the visitors’ world of experience as well as on the event planning areas of marketing, security, infrastructure and event evaluation.

recommended or required reading

Desbordes, M. (2019). International Sport Marketing: Issues and Practice. New York, NY: Routledge.
Hausmann, A. & Frenzel, L. (Hrsg.). (2014). Kulturvermittlung 2.0. Neue Medien und ihre Potenziale. Wiesbaden: Springer VS.
Pedersen, P. M., & Thibault, L. (2017). Contemporary Sport Management. Champaign, Ill.: Human Kinetics.
Ronchi, A. M. (2009). eCulture: Cultural Content in the Digital Age. Berlin/ Heidelberg: Springer.
Vermeeren, A., Calvi, L., & Sabiescu, A. (Eds.). (2018). Museum experience design: Crowds, ecosystems and novel technologies. Cham: Springer.

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

second 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