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610255 Marketing von Sportorganisationen (S) (SoSe 2026)
Contents, comment
-
Der Seminar gibt einen Überblick über die theoretischen Grundlagen der Markenbildung und des Marketings in Sportorganisationen. Dazu gehören der Einsatz klassischer Marketinginstrumente als auch die Beschäftigung mit dem Dienstleistungsmarketing sowie mit dem Markenmanagement. Nach Besuch der Veranstaltung sollen Studierende der Veranstaltung in der Lage sein,
(1) Kenntnisse des Sportmarketings und der Sportkommunikation aus dem BA zu vertiefen
(2) Zentrale Erklärungsmodelle und Instrumente des Sportmarketings aufzufrischen
(3) Aktuelle Tendenzen, Problemfelder und Lösungsansätze des Marketings in Sportorganisationen kennenzulernen
(4) Zentrale Aspekte digitalen Transformation von Kommunikation und Wertschöpfung zu erklären und zu analysieren
Bibliography
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Daumann, F. / Römmelt, B: Marketing und Strategie im Sport. Wiesbaden 2015.
Esch, R. (2019): Corporate Brand Management. Wiesbaden.
Freyer, W.(2018). Sport-Marketing. Handbuch für marktorientiertes Management im Sport. Berlin.
Grimmer (2019): Sportkommunikation in digitalen Medien. Wiesbaden.
Kirf, B. (2018): Unternehmenskommunikation in Zeiten digitaler Transformation. Wiesbaden.
Nowak (2019): Angewandte Sportökonomie des 21. Jahrhunderts. Wiesbaden.
Preuß, H. (2014): Bedeutung und Arten von Marken im Sport. Wiesbaden.
Rehbach, S. (2024): Sport in audiovisuellen Medien. Wiesbaden.
Terstiege, M. (2020): Digitales Marketing – Erfolgsmodelle aus der Praxis. Wiesbaden.
Teaching staff
Dates ( Calendar view )
| Frequency | Weekday | Time | Format / Place | Period | |
|---|---|---|---|---|---|
| weekly | Mo | 14-16 | 13.04.-24.07.2026 |
Subject assignments
| Module | Course | Requirements | |
|---|---|---|---|
| 61-OM-Org Organisations Organisationen | Marketing von Sportorganisationen | Graded examination
|
Student information |
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