Sports, Culture & Event Management

The course focuses on the following topics: • Tourist destination as a regional value-added system • Differentiation approaches of tourist destinations • Demand and supply structure, factor and resource disposition in tourist destinations • Competitiveness of tourist destinations • Organization of tourist destinations • Internal and external factors influencing the development of tourist destinations and the role of the various stakeholders • Function and tasks of Destination Management • Planning and governance approaches in destination management

• Expectations and advantages of an exchange semester • intercultural awareness • Location analysis / LESCANT model • Travel tips & resources, culture shocks and re-entry shock • Countries, partner universities and choices of degree programs, area studies by region • Cultural Studies • Cultural analysis • Cultural policy

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.

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

The content of the course is in-depth knowledge of the complex global sports market and its various models as well as their effects, potentials and challenges for sports management. The tension between national, European and global identities calls for diversity management from cultural institutions in program design as well as in personnel management. In cultural management, internationally active cultural organizations are introduced, and the specific action potentials of cultural diversity are pointed out. In the context of the theory of transculturality, the opportunities and limits of transnational concepts such as the World Cultural Heritage and the European Capital of Culture are examined and their effects on regional cultural offerings discussed. The course also deals with the global influencing factors and effects of internationalization on the event sector and the resulting challenges for organizers. The focus is on authenticity, sustainability and event destination development.

External accounting: • Structure of the accounting system • Fundamentals of operational accounting: Tasks, sub-areas and basic concepts • Commercial accounting system: From inventory to opening balance sheet • Double-entry accounting system: Posting business cases to inventory and profit and loss accounts • Organization of bookkeeping (chart of accounts, sales tax, etc.) • Principle of period purity and accruals and deferrals Internal accounting: • Objectives and basic concepts of cost and revenue accounting • Fundamentals of cost and revenue accounting:: Tasks, components and subareas • Structure of cost accounting (cost elements, cost centers, cost objects) • Contribution margin accounting Relation to sports, culture and event management: • Fundamentals of finance (terms and objectives of financing, financial and liquidity planning) • Basic forms of participation, self-financing and credit financing • Application examples for the concepts of accounting and finance • Case studies

The course deals with the legal basis with regard to civil and criminal law issues with special consideration of the problems relevant to event law. The different fields of law and their relations to each other, the demarcation between public and private law and the definition of legal concepts form the basis for legal relations. Introduction to general contract law as well as the legal capacity of natural and legal persons are taken into account. Legal issues are of particular importance due to the comprehensive legal relevance as well as legal consequences in the event business. General contract and company law, the legal capacity of natural and legal persons to act, as well as provisions relating to nature conservation, the protection of minors, labor law, building regulations and other legal areas relevant to events are playing an increasingly important role in event management, in particular due to the extensive regulations relating to liability and damages.

The course deals with the following topics: historical development of personnel management, tasks of personnel management, personnel planning, recruitment, release, selection, assessment, development, incentive and remuneration systems, personnel organization and controlling. New developments in personnel management. In addition, the course deals with the role and handling of volunteers and the resulting challenges for personnel management.

Core topics: • Economic thinking and marginal analysis • Efficient allocation of scarce resources • The market model and market equilibrium • Macroeconomic variables (GDP, inflation, and unemployment) and their interrelationships Selected macroeconomics issues: • Elasticity and welfare • Cost functions and optimal corporate production • Price setting and market structures • Short-term macroeconomic fluctuations: The business cycle • Money, the ECB, and inflation • Long-term economic growth • International relations and trade

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.

The course follows the logic of the project management process, starting with the fundamentals of project management, the definition of projects and the differences that occur in reality. A general project management methodology will be introduced and specific methodologies will be examined. The students will set up model projects in groups based on standard project management practices and develop case studies, The students learn to apply planning techniques for general projects and special techniques that are applicable to the planning of event projects.

Strategic implications and strategic marketing statements, communication of current marketing trends, target group-oriented design of marketing instruments, modern marketing concepts for product and service marketing, networked marketing and project structures and marketing and project processes.

During their stay abroad at the partner university, the students must complete a course in "Area Studies and Languages" agreed with the Director of Studies by way of the Learning Agreement.

During their stay abroad at the partner university, the students must complete a course in "Sports, Culture & Events Management" agreed in advance with the Director of Studies by way of the Learning Agreement.

During their stay abroad at the partner university, the students must complete a course in "Business Studies" agreed in advance with the Director of Studies by way of the Learning Agreement.

The course combines experiential learning through outdoor and indoor parts with stimulating lectures and reflection. The students see the development of teams in their formations, target perspectives and risks of conflicts and their manifestations. Team leadership, the organization of cooperation and social coherence, temporal phases and the assignment and assessment of roles and their parameters lead to a deeper understanding of success and failure parameters. Outdoor components are reflected and integrated into an overall model.

The language modules integrated into the degree program curriculum are designed according to the methodological principles of a communicative, action-oriented approach. The competence levels of the modules are based on the Common European Framework of Reference for Languages (CEFR), and a central objective is that students increase their communication skills by at least one level. In addition, there is a clear focus on acquiring academic and business-oriented skills in the target language. - A1-A2 Basic communication skills - B1-B2 Advanced use of the language and communication skills - B2-C1 Independent language use to expert communication skills - C1-C2 Expert language skills to fluent, competent communication skills

The general presentation techniques and the forms of communication as well as the communication models are described and worked out. The characteristics of an message exchange ( message: sender - receiver) are presented. The distinction between verbal and non-verbal communication (facial expressions, gestures, rhetoric, body language, etc.) in oneself and in others is shown. Special attention is given to intercultural communication and negotiation techniques and their difficulties and traps. The principles of presentation are presented.

The Creative Lab uses knowledge from cultural management/science and event management/science to create an innovative project idea. The students learn to develop a convincing concept for a competition in the field of art and culture and to present it to a jury. Project ideas are developed within the scope of their practical implementation and put into an application form that reflects the evaluation criteria of a sponsor both in terms of content and form. A budget plan with a simple expenditure/income structure shows the individual project activities in a comprehensible way and demonstrates the professional implementation of the idea by a project team (program, marketing, infrastructure, etc.). Targeted cooperation illustrates the synergy effects and network quality of the project. In a role play, the projects are examined on a professional basis and the criteria worked out beforehand, such as suitability for the tendering, social relevance, etc., are used for evaluation.

The language modules integrated into the degree program curriculum are designed according to the methodological principles of a communicative, action-oriented approach. The competence levels of the modules are based on the Common European Framework of Reference for Languages (CEFR), and a central objective is that students increase their communication skills by at least one level. In addition, there is a clear focus on acquiring academic and business-oriented skills in the target language. - A1-A2 Basic communication skills - B1-B2 Advanced use of the language and communication skills - B2-C1 Independent language use to expert communication skills - C1-C2 Expert language skills to fluent, competent communication skills

• Sector and R&D activities • Human resources/competences • Digital developments in the sports, culture and event industry • Development of the sports, culture and events sector • Development of developments/trends, fashions, booms • Identification of developments/trends • Evaluation of developments • Economic, political and social impacts • Leveraging developments • Planning and implementation of future-oriented, interdisciplinary projects

Students can choose from a range of in-depth courses on current topics in sports, culture and event management, e.g: • Sector and R&D activities • Human resources/competences • Digital developments in the sports, culture and event industry • Development of the sports, culture and events sector • Development of developments/trends, fashions, booms • Identification of developments/trends • Evaluation of developments • Economic, political and social impacts • Leveraging developments • Planning and implementation of future-oriented, interdisciplinary projects

To prepare the students optimally for problems in working life, practical tasks are worked on in groups, preferably on the basis of commissions from partners from industry or public institutions, or field experiences are obtained under the guidance of the course leader. The students contribute their acquired knowledge and apply it to real projects. While the students can deepen and improve their subject-specific competences, complementary competences such as social competence, team skills, problem-solving and decision-making competence, risk management and budgeting competence are also fostered. Based on a client briefing (by the course instructor or external partners such as associations and companies), the students work on the presented projects independently, only guided by the course instructors if necessary: Planning, coordination, budgeting, control, evaluation and final reporting are in the hands of the students. The role of the course leader is focused on project coaching.

The concepts and methods of qualitative social research (in particular observational procedures, interviewing and content analysis) are discussed and reflected on against the background of potential occupational fields. The students can understand and apply the basic methods of qualitative social research.

To prepare the students optimally for problems in working life, practical tasks are worked on in groups, preferably on the basis of commissions from partners from industry or public institutions, or field experiences are obtained under the guidance of the course leader. The students bring their acquired knowledge to bear and apply it to real projects. While the students can deepen and improve their subject-specific competences, complementary competences such as social competence, team skills, problem-solving and decision-making competence, risk management and budgeting competence are also fostered. Based on a client briefing (by the course instructor or external partners such as associations and companies), the students work on the presented projects independently, only guided by the course instructors if necessary: Planning, coordination, budgeting, control, evaluation and final reporting are in the hands of the students. The role of the course leader is focused on project coaching.

The concepts and methods (univariate and bivariate) of quantitative social research are discussed and reflected against the background of potential occupational fields. The students can understand and apply the basic methods of uni-variate and bi-variate quantitative social research.

Within the framework of the Bachelor thesis seminar, students are taught what special features empirical work entails and how to create their own empirical work. They have the opportunity to discuss and optimize their theoretical foundation, their methodical approach and their empirical implementation in the context of the Bachelor thesis in regular exchanges with the other students. The students receive recommendations and templates for the preparation of their Bachelor thesis and thus the corresponding accompanying academic supervision.

Supplementing the theoretical knowledge of the students with practical activities and questions in practice. The work placement within the framework of a 12.5-week period of employment ensures that the students find their way around when entering their possibly thematically new professional life. Processes, workflows and situations in the professional environment can thus be rethought. Preparation and assistance through Career Services and support for students during their internships: Reflection, discussion of problems and success stories and/or help with problems.