LFU:online

The course participants will develop an understanding on the basics of general marketing theory. Furthermore, the students will learn to apply the theoretical understanding on the current challenges and developments in sports markets. Overall, the course offers insights on the needs for novel marketing approaches in sports markets.

The course deals with theoretical and practical insights of marketing of the sport organizations, clubs & leagues, sports events as well as marketing in the sporting goods industry. Moreover, theory of sports sponsoring and its practical implications will be discussed.

Case examples will provide deeper insights into the contemporary challenges in sports markets and reasons behind the needs for novel approach in marketing.

Lecture, guest lectures, discussion and group work.

Reflection paper

Themenschwerpunkte:
LE: Sportindustrie und Sporthandel
LE: Sportindustrie und Sporthandel
LE: Sportmarketing
LE: Sponsoring