Master's Sports Management
- Business and Passion

Sub-Modules:
Introduction to International Sports Business

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• Introduction to International Sports Business: Explore the global landscape of the sports industry, including key players, market dynamics, and the economic significance of sports on an international scale.
• Innovative Leadership in Sports Management: Learn about cutting-edge leadership practices and management strategies that drive success in sports organizations, focusing on innovation, adaptability, and strategic vision.
• Specialties of the Sports Industry: Understand the unique characteristics of the sports sector, such as fan engagement, media rights, and the influence of cultural and regional factors on sports business practices.
• Entrepreneurial Approaches in Sports Business: Discover how entrepreneurial thinking and business models are applied within the sports industry, including startup ventures, investment opportunities, and the development of new sports-related products and services.

Sub-Modules:
Corporate Communication and Public Relations

Foundations of Communication Studies and Media Markets

Foundations of Media Law and Media Ethics

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• Learn how to assess corporate messages and plan efficient and strategically viable PR measures while using different media.
• Get a profound understanding of the German and international media market.
• Get to know potential tasks in media in sports business and learn how to apply their knowledge to industry specific projects and challenges.
• Learn how to critically assess and apply the possible uses of media while taking legal and ethical viewpoints and limitations into account.

• Learn how to apply project management tools and methods on a real-life business problem.
• Plan, organize, conduct and control a project for a business partner and gain insights into the company.
• Assess the quality and reliability of existing data / research findings based on their source, data collection method and analysis / interpretation of the findings.

Sub-Modules:

• International Strategic Management: Learn about the driving forces behind globalization and the associated strategic models, and find out how you can apply them in business operations.
• Organizational Behavior: Explore the relationships between individuals, organizations, and society, as well as the reasons behind behaviors in organizations.
• Conscious Business: Develop an understanding of alternative business practices as opposed to the traditional focus on profit as the core objective of a company, based on the four principles of conscious capitalism and best practices in conscious business.

Choose 1 out of 3

Gain insights into business practices and current business topics in the chosen region based on an understanding of the social background as well as the economic and political system in the respective region.

• Business in Germany
• Business in Latin America
• Business in China
   

Choose 1 out of 3
Depending on the level, learn the appropriate grammar and vocabulary skills to advance to the next level of language proficiency.

• Spanish
• Chinese
• German

Sub-Modules:

• Business Communication: Recognize and master the challenges of business communication, especially in an international and intercultural context.
• Business Ethics: Study and discuss current and controversial business ethics issues as well as the philosophical origins of ethics.
• Negotiation Skills: Learn how to use effective communication skills and master the dynamics of human behavior in the negotiation process.

Feel more connected to the MBS community by actively participating in a variety of extracurricular activities.

Sub-Modules:
 

Online Marketing

• Banner Advertising
• Viral Marketing
   
• Guerilla Marketing
• Blogs
• Linkbuilding
• Mobile Marketing
• Search Engine Marketing
• Search Engine Optimization (SEO)
• Programmatic/Real Time Advertising

Digital Sports

• Digital Transformation in the Sports Industry
• New global players (Amazon, Google etc.) and future developments
• Sports Data
• Digital Sporting Solutions
• E-Sports
• Fantasy Sports
• Sports Betting
• Virtual Reality

Social Media Management

• The history of Social Media
• Social Media networks and the use of each network for corporate communications and branded content
• Social Media Management in companies
• relations in companies
• Key Performance Indicators
• measurement and tools
• Influencer Marketing (Legal situation, Reasons for IM, Best/worst practice)
• Community Management (Service vs Entertainment)

Sub-Modules:
Sports Marketing

Sports Sponsoring

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• Learn about the content, methods and contexts in sports marketing and sports sponsorship and their special aspects.
• Discuss the theoretical frameworks and concepts of sports marketing and sponsorship and apply them to real situations.
• Learn all about the various skills and requirements of a sports marketer or sponsorship manager, including communication, sales and negotiation skills.
• Learn to understand and apply the various techniques of sports marketing and sponsorship, including analyzing, conceptualizing, executing, and reviewing marketing and sales activities.
• Discover how the individual elements of sports marketing work, with a focus on sponsorship and advertising in sports.
• Discuss the international nature of sports marketing and sponsorship and learn how to create marketing and sponsorship plans in an international context.

Choose 2 of 4:

• Media Rights
  • Learn about the characteristics and particularities of the multidisciplinary sports rights industry with all players involved, such as agencies, media companies, leagues and clubs/associations.
  • Evaluate promising ideas and problem-solving approaches and create and develop them autonomously.
  • Study all important trends of the industry and critically evaluate them and assess their significance.
     
• Sports Event Management
  • Get to know the nature of event marketing and its relation to the sports business.
  • Discuss the theoretical frameworks and concepts which have been developed to explain event marketing and management in sports.
  • Study the various skills and demands on an event manager in sports including the technical and soft skills required.
  • Learn how to plan and execute an event, following the process from analysis, concept, execution to review.
  • Evaluate and apply various techniques and tools for event marketing.
  • Transfer the knowledge regarding event marketing and management into an international context.
  • Learn to understand the characteristics and nature of mega events including important elements in review of impact of mega events.
  • Get to know crucial elements in engaging fans as well as the relationship of events management with media rights, merchandising and sponsorship.
• Brand Story Telling:
  • Learn to understand key principles of human behavior.
  • Gain insight into branding, advertising, and sales techniques.
  • Learn how to design effective branding strategies based on consumer insights.
• Digital Sports Management
  • E-Sports and Virtual Competitions: Dive into the world of e-sports and virtual sports competitions, examining the organizational, marketing, and revenue-generating aspects of this rapidly growing sector.
  • Smart Stadiums and Digital Venues: Learn about the advancements in stadium technology, including smart infrastructure, enhanced fan experiences through digital services, and the operational efficiencies gained from these innovations.
  • Sports Analytics and Data Management: Understand the role of data analytics in sports management, focusing on performance analysis, fan engagement metrics, and the strategic use of big data to drive decision-making.
  • Digital Marketing and Social Media Strategies: Explore the impact of digital marketing and social media on sports organizations, including strategies for fan engagement, brand building, and leveraging digital platforms for marketing campaigns.

• Learn how to apply project management tools and methods on a real-life business problem.
• Plan, organize, conduct and control a project for a business partner and gain insights into the company.
• Assess the quality and reliability of existing data / research findings based on their source, data collection method and analysis / interpretation of the findings.

Choose 1 out of 5:

• Business in Europe
• Business in Latin America
• Business in China
• Business in USA and Canada
• Business in Emerging Economies (India, Africa)

Use case studies, business simulations, in-depth reports as well as expert knowledge to understand the complexities of the business environment in the chosen region from a cultural, economic, social, political, and legal perspective.

Depending on your level, you'll learn the necessary grammar and vocabulary to reach the next level of language proficiency.

Choose 1 of 3:

• Spanish
• Chinese
• German

Sub-Modules:

• Responsible Leadership: Learn how to lead and manage people in an organization responsibly, including how to motivate and support them based on the circumstances, their personalities, and the organizational culture.
• Business & Society: Familiarize yourself with the origins and development of various cultural beliefs and value systems, and learn how these shape business practices from the perspective of top management.
• Master’s Thesis Preparation: Learn how to gather, evaluate, assess, and present the current state of research on a specific topic.

Feel more connected to the MBS community by actively participating in a variety of extracurricular activities.

Students of the Master have the opportunity to spend their third semester abroad at one of our numerous international partner universities. During the semester abroad you will gain extensive international experience and develop your intercultural skills. Alternatively, students can spend two semesters at selected universities and complete their studies with a dual degree.

Students who have studied at the university level or worked professionally consecutively for at least one year outside the German-speaking region can apply to replace the study abroad period in the third semester with a subject-related internship in the German-speaking region. If this is approved, an 15-week full-time internship for 15 ECTS must be completed during in the third semester.

Last but not least: writing your Master Thesis with the focus on Sports Management and Media.