Sports, Culture & Event Management

- The impact of urban events on city image - The concept of eventification and eventilization and their effect on urban spaces and urban development - The role of urban events, culture and sport for city marketing, urban branding and place identity - The influence of sport on the transformation of urban spaces and community revitalization - Cultural policy programs (e.g. European Capital of Culture) and associated challenges and opportunities - Bidding, selection and evaluation process of cultural policy programs

- Risk management terminology - Categories of risks associated with events - Risk assessment process incl. risk identification techniques Risk-prevention measures and crisis management solutions - Insurances policies and legal perspectives - Different types of crowds and crowd management approaches

- What is dramaturgy? (the internal constructive format – with a focus on storytelling; storytelling from the perspective of neuroscience; the external constructive format; dramatic constructive format with a focus on the dramatic arc) - Staging (transmedia storytelling; creative techniques for staging events; practical development of staging based on group exercises; staging options available for event managers) - Scripting - New forms of event staging – Events 2.0 (the emergence of new event forms; social media marketing as an event tool) - More interactive Event 2.0 tools

- Presentation of basic texts on dealing with media - Iconography and oral traditions - Historical understanding of writing - Writing of press releases, announcement texts (flyers, posters, brochures etc.) - Free speaking (radio, television, company videos etc.), lecture speaking, welcome speech, presentation - Innovative distribution of ideas as acquisition of competence in scientific education

- Human rights as managerial matrix (e.g. accessibility, participation and equality of all nations) - Dimensions of diversity (incl. gender), representation and audience development in management strategies - Changes in communication and information technology, world of work and markets as well as in power relations between key stakeholders, and their impact on sport, culture and events

- Legal and institutional framework of sports and cultural policy and politics in comparative and international perspective, taking examples from the European Union, the USA and aspects of multilateral international policies - Examples from African and Asian sports and cultural policy to provide a comparative perspective on the field - Key players and decision-making strategies - New tendencies and critical discourse

- Definition and development of festivals - Tasks & potentials of art festivals - Global networks and international exchange - Festival tourism and sustainability - Festival management - Current issues

- Introduction to event venue management - Overview of clusters of event venues - Features of selected clusters of event venues - The significance of architecture and the concept of space - Stakeholders of event venues - The question of construction costs - Interaction between construction and business - The lifecycle of event venues - Planning, financing and construction of event venues - Market and demand analysis as a basis - Site factors and site selection - Development of financial concepts, business plans - Strategic and operational management of event venues - Application of strategic management methods to event venues - Successful strategic positioning of event venues in the marketplace - Interaction of strategic management and operational management of event venues - Challenges in the operational management of event venues (including facility management) - Special features of conference and congress infrastructure - Special features of infrastructure in the leisure industry (e.g. garden shows, waterfront development)

- Understanding projects and structured project management - Project lifecycle (selection, initiation, planning, execution, monitoring & controlling, closing) - Project scheduling (scheduling software, manual scheduling techniques) - Project management methodologies

- Major communication theories and conceptual aspects in sports management studies - Sport as a communication system and sports media organizations - Athlete – media communication, sport fandom and fan culture in the digital world - Major challenges in sports communication, future media formats and trends

- Typology of computer-mediated visitor experiences in real environments (audio guide, multimedia guide, augmented reality, mixed reality) - Basics of multisensory perception and multimedia comprehension - Visitor routes and spatial experience - Atmosphere and immersion - Enhanced storytelling and learning - Digital engagement through web 2.0 - Specifics of user experience of cultural visitor apps

- Introduction to human resource management in an event setting, e.g. the ‘pulsating organization’ - Recruitment, selection, training and development of the event workforce - Motivation and retention of the event volunteers - Aesthetic and emotional labor in the event industry - Moral, ethical and legal aspects of human resource management in an event setting incl. e.g. working conditions of the event workforce

- Concept and application of culture in business - Determinants and dimensions of culture - Global business cultures - Culture and leadership - Corporate culture

- Planning, organization, and implementation of the program - Meetings and discussions with experts from sports, culture, and event management - Visits to foreign trade centers, embassies, and international institutions (e.g. Goethe Institute) - Participation in courses at partner universities developing teams in their compositions

- Fundamental concepts of strategy and strategic innovation (general strategy) - Key concepts of strategic positioning and general competitive strategy frameworks for industry analysis. (Michael Porter) - Innovation strategy for creating unique products, services, and market positions (Blue Ocean Strategy) - Tools for translating strategic vision into organizational action (The Balanced Scorecard, and others)

The course presents: - An overview of the digital marketing tools currently in use - The framework conditions when using digital marketing - The special challenges regarding interaction and fast pace in digital marketing Based on case studies, current best practice digital marketing campaigns are discussed and own marketing concepts are designed.

- Essential concepts and elements of leadership in a modern business setting - Fundamental approaches to leadership (trait, skill, behavioral, and situational leadership) - Emerging approaches to leadership (Authentic Leadership, Servant Leadership) - Understanding and labeling one’s own views and outlooks on leadership - Developing and applying leadership skills - Most important characteristics and features of leadership in sports, cultural and event organizations - Different approaches and understandings of leadership

The course covers various topics relevant to strategic HRM, for example such as ‚hard‘ and ‚soft‘ models of HRM, modern organizational structures and notion of culture, external influences on SHRM, flexible working, reward management, talent Management and/or equality and diversity in the workplace.

- Differences and interfaces between qualitative and quantitative social research - Research design and planning - Sampling in qualitative and quantitative research - Instruments for qualitative and quantitative data collection - Methods for data analysis: qualitative content analysis, factor analysis, regression analysis - Examples of empirical studies from sports, culture and event management

- Joint kick-off to the course - Project client briefing - Project development and control - Intermediate presentations and final presentations - Coaching - Execution or completion - Support during the implementation - Post reporting and documentation - Project presentation

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

- Structure, content and function of research proposals - Phrasing and contextualizing research questions - Interdisciplinarity as opportunity and challenge - Establishing the current state of knowledge and systematically evaluating the literature - Closing and contextualizing the research gap - Managing information and knowledge - Choosing and justifying appropriate research methods - Quality criteria of empirical research in social sciences - Research ethics and data protection - Academic writing

- Discussion of problems and their possible methodological solutions to support the development of the Master Thesis topics. - Discussion of literature and processes of writing as a form of research and knowledge acquisition.

The Master Thesis is a scientific, written piece of work which focuses on application in the real world and on problem solving. It has clear reference to the thematic areas and specializations of the course (sport, culture and events management, urban studies, destination management, venue management, leadership management). The subject of focus will be prepared on the basis of a scientific piece of work - this is done independently and without external help (with specified sources and tools). Through these methods it will be ensured that students will be capable of selecting a subject which is both scientific and application-oriented. During the Master Thesis Seminar the students will be supported and supervised in the preparation of their Master Thesis. The selection of a topic, organization and time management should be independently carried out by the student - this is done mainly through the critical examination of possible research questions and hypotheses. The advisor will guide the students in scientific methods and during the individual coaching time formal composition will be discussed along with the question of time management.