Sports, Culture & Event Management PT
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Event Staging

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

The students understand the position of events in the marketing mix and the concept of “dramaturgy” and know the most important models of event dramaturgy and storytelling. They also acquire an overview of classic and new forms of event staging (Events 2.0) and the associated creativity techniques and staging possibilities. The students can understand ideas and recognize complex connections between marketing and staging.

prerequisites and co-requisites

not applicable

course contents

The students learn:

Marketing mix: Role of events in marketing mix, communication goals and target group, checklists for marketing events, program, time and cost planning

Dramaturgy: The concept of dramaturgy, the inner construction form (focus on storytelling and its explanation from the point of view of neurosciences) and outer construction form (dramaturgy of construction forms with regard to suspense).

Staging: Transmedia storytelling, creativity techniques for the event production, practical development of a production on the basis of group exercises, production possibilities of the event manager, self-production of the event management on site

Screenplay: New forms of event staging (e.g. Events 2.0) and their emergence of new event forms, social media marketing as an event tool, further interactive events 2.0 tools

recommended or required reading

Graf, M. & Luppold, S. (2018). Event-Regie: Der spannende Weg vom ersten Konzept zur finalen Show – eine 360-Grad-Betrachtung der Live-Inszenierung. Wiesbaden: Springer Gabler.
Gundlach, A. (2013). Wirkungsvolle Live-Kommunikation: Liebe Deine Helden: Dramaturgie und Inszenierung erfolgreicher Events. Wiesbaden: Springer Gabler.
Knoll, T. (2015). Neue Konzepte für einprägsame Events: Partizipation statt Langeweile - vom Teilnehmer zum Akteur. Wiesbaden: Springer Gabler.
Luppold, S., Merkwitz, R., Rübner, W. & Wintzen, D. (2013). Alles nur Theater!?: Wie Marketing-Profis Events inszenieren (Messe-, Kongress- und Eventmanagement. Sternenfels: Wissenschaft & Praxis.
Miller, C. (2014). Digital Storytelling: A creator's guide to interactive entertainment. 3rd ed. London: Taylor & Francis Ltd.

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

third year of studies

recommended optional program components

not applicable

course unit code


type of course unit


mode of delivery


work placement(s)

not applicable