level of course unit
2. Study cycle, Master
Learning outcomes of course unit
Students are able to:
• contribute previously acquired knowledge to the discussions.
• question, classify, and contrast new knowledge.
• appropriately assess the activities of experts from business and science.
• establish contact with the experts and/or expand and understand both the Austrian and the international market.
Students will develop:
• discussion and reasoning skills.
• skills in task and time-driven work on projects.
• skills in presentation.
prerequisites and co-requisites
The course will focus on the following points:
• Future of sport, culture and events in terms of importance
• The use of marketing tools in projects
• Scientific analysis of marketing campaigns in practice
• Current trends in international business in both theory and practice
• Economic, political and social impacts
• Industry and R&D activities
• Digital developments
• Creation and evaluation of trends, fashions, booms
recommended or required reading
• Edger, C.; Oddy, R.: 87 Key Models for Event, Venue and Experience (EVE) Managers. Libri Publishing (latest edition)
• Kotler, P.; Armstrong, G.; Harris, L. C.; Piercy, N.: Principles of Marketing. Pearson (latest edition)
• Smit, B.; Melissen, F.: Sustainable Customer Experience Design: Co-creating experiences in Events, Tourism and Hospitality. Routledge (latest edition)
• Van Ruler, B.; Körver, F.: The Communication Strategy Handbook: Toolkit for Creating a Winning Strategy. Peter Lang (latest edition)
assessment methods and criteria
report, presentation, examination
language of instruction
number of ECTS credits allocated
eLearning quota in percent
planned learning activities and teaching methods
semester/trimester when the course unit is delivered
name of lecturer(s)
Prof. (FH) Dr. Peter Dietrich
course unit code
type of course unit
mode of delivery