Sports, Culture & Event Management

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 course deals with the current topics and challenges of sport, such as the production of sport, the changing consumption of sport and the development of new sports products. The cultural units focus on the social challenge of participation in art and culture. An empirical survey of the group of “non-attendees” provides an overview of the research into this underexposed segment of the public and critically presents the concept of cultural competence for discussion. In addition, the course deals with current topics in the field of events, e.g. gender and diversity management, corruption and the development of new event formats.

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

Sports Venues I. General introduction to sports property management Public vs. private owners II. Planning, financing and construction of event properties Special features of the indoor sports infrastructure Special features of the outdoor sports infrastructure Monofunctional vs. multifunctional sports facilities III. Strategic and operational management of event properties Public vs. private operators Conflicts of use regarding professional vs. popular sport Acquisition of users - marketing strategies Cultural venues I. General introduction to cultural property management Public vs. private owners II. Planning, financing and construction of event properties Indoor cultural infrastructure features (museums, theatres, opera houses) Special features of the outdoor sports infrastructure (festivals, concerts, festivals) Monofunctional vs. multifunctional cultural sites Temporary vs. permanent cultural infrastructure III. Strategic and operational management of event properties Public vs. private operators Acquisition of users - marketing strategies Business venues I. General Introduction to event real estate management Public vs. private owners II. Planning, financing and construction of event properties Special features of the conference and congress infrastructure Special features of the infrastructure in the leisure industry (garden shows, waterfront development) III. Strategic and operational management of event properties Public vs. private operators Usage conflicts Acquisition of users - marketing strategies

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 • Operational implementation of destination management • Measurement and comparison of performance of tourist destinations • (Strategic) marketing and positioning through destination branding • Trend development in destination management

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.

• Risk management system • Risk management process: Definition of protection goals, risk identification, risk analysis, risk assessment, possibilities of risk management • Risk communication • Human behavior in an emergency (herd behavior, movement patterns, panic situations) • Methodical fundamentals and contents Safety concept • Scenario-based and scenario-independent action planning (emergency planning) incl. associated communication concept • Capacity of event areas: Calculation of area capacities, calculation of required escape route widths, admission management, circulation and downstream planning, barrier and barricade planning • Information preparation and presentation for visitors Event-specific problems, including significant influencing factors, are identified and analyzed by means of numerous case studies and videos, and proposed solutions for future prevention are developed. The course concludes with a simulation game in which situations with emergency and crisis potential are simulated. By experiencing and working through these scenarios, students develop the necessary decision-making and solution skills to manage emergencies during events.

Presentation of international business cases by experts from the business world Practice-theory transfer: Contents, methods Development of business cases/business models Evaluation of business cases Best practice cases

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

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 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 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.

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.

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.

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.

In addition to press and public relations work, such as structural analyses of various PR departments, students are familiarized with agency work, network structures and virtual news management. Active (press releases, conferences) and passive (interviews, discussions) media work are discussed, practiced and prepared for real implementation using practical examples. In order to strengthen the practical relevance of the course, public relations work in crisis situations (crisis PR) is also included as teaching content. Communication within companies, foundations, associations and clubs is also discussed. In this context, the term corporate identity from the point of view of corporate communication is also presented and the challenge of integrating social media is discussed and reflected upon.

The language module integrated into the degree program curriculum is designed according to the methodological principles of a communicative, action-oriented approach. The competence level of the module is 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. B2-C1+ Independent language use to expert, fluent communication skills

AThe language module integrated into the degree program curriculum is designed according to the methodological principles of a communicative, action-oriented approach. The competence level of the module is 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. B2-C1+ Independent language use to expert, fluent 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.

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.

Supplementing the theoretical knowledge of the students with practical activities and questions in practice. The work placement within the framework of a 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.

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.

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.

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

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.

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