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Sports Management II
level of course unit
first cycle, BachelorLearning outcomes of course unit
The students develop a basic understanding of the specifics of marketing different types of sports providers. They can understand, explain and reflect on fundamental concepts and theories (and the corresponding empirical findings) of sports marketing, sponsorship and communication in sport.
They can understand technical texts and integrate them into their body of knowledge and develop an understanding of the link between marketing in and through sport and other (economic) sectors.
The students are enabled to work on interdisciplinary tasks or questions and to present solutions.
The students improve their ability to think critically and express themselves accordingly. They also improve their teamwork skills through group work.
They can understand technical texts and integrate them into their body of knowledge and develop an understanding of the link between marketing in and through sport and other (economic) sectors.
The students are enabled to work on interdisciplinary tasks or questions and to present solutions.
The students improve their ability to think critically and express themselves accordingly. They also improve their teamwork skills through group work.
prerequisites and co-requisites
not applicable
course contents
The students develop a basic understanding of the specifics of marketing different types of sports providers. They can understand, explain and reflect on fundamental concepts and theories (and the corresponding empirical findings) of sports marketing, sponsorship and communication in sport.
They can understand technical texts and integrate them into their body of knowledge and develop an understanding of the link between marketing in and through sport and other (economic) sectors.
The students are enabled to work on interdisciplinary tasks or questions and to present solutions.
The students improve their ability to think critically and express themselves accordingly. They also improve their teamwork skills through group work.
They can understand technical texts and integrate them into their body of knowledge and develop an understanding of the link between marketing in and through sport and other (economic) sectors.
The students are enabled to work on interdisciplinary tasks or questions and to present solutions.
The students improve their ability to think critically and express themselves accordingly. They also improve their teamwork skills through group work.
recommended or required reading
Desbordes, M. & Richelieu, A. (2014). Global Sport Marketing: Contemporary Issues and Practice. London: New York: Routledge.
Grimmer, C. G. (Ed.). (2016). Der Einsatz Sozialer Medien im Sport: Gestaltung, Vermarktung, Monetarisierung. Springer-Verlag.
Nufer, G. & Bühler, A. (Hrsg.). (2013). Marketing im Sport. Grundlagen und Trends des modernen Sportmarketing. 3. Auflage. Berlin: Erich Schmidt Verlag.
Pedersen, P. M., Laucella, P. C., Kian, E., & Geurin, A. N. (2018). Strategic sport communication. Human Kinetics.
Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. London: Routledge.
Grimmer, C. G. (Ed.). (2016). Der Einsatz Sozialer Medien im Sport: Gestaltung, Vermarktung, Monetarisierung. Springer-Verlag.
Nufer, G. & Bühler, A. (Hrsg.). (2013). Marketing im Sport. Grundlagen und Trends des modernen Sportmarketing. 3. Auflage. Berlin: Erich Schmidt Verlag.
Pedersen, P. M., Laucella, P. C., Kian, E., & Geurin, A. N. (2018). Strategic sport communication. Human Kinetics.
Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. London: Routledge.
assessment methods and criteria
written exam
language of instruction
Germannumber of ECTS credits allocated
4eLearning quota in percent
20course-hours-per-week (chw)
2planned learning activities and teaching methods
integrated course, case studies, discussion, group work, presentations
