Module Overview:


International Sport Marketing


Responsible Organizer:

Prof. Dr. Herbert Woratschek 
(under supervision of the EASM Board)


Learning Outcome:

Overview of international sport marketing aspects, 
e.g. in the field of fan behavior, value creation for customers, and sports and media.



  • Introduction International Sport Marketing
  • Value co-creation for sport spectators and athletes
  • Sport Consumer Behavior
  • Sponsoring vs. Ambush Marketing
  • Pricing in Sport Management
  • Brand Management in Sport
  • Sport Marketing through innovative Services
  • Service-Profit Chain and Sport Management

Teaching Methods:

  • Distance learning (for preparation)
  • lectures
  • group work
  • student presentations 



Student Eligibility:

Bachelor student, minimum second year
or master student


Teaching Materials:

  • Reading materials to prepare for the course (distance learning)
  • presentations
  • case studies


Written exam (1 hour) at the last day of the EASM Summer School



  • Preparation: 140 h.
  • Lectures: 40 h.
  • Total: 180 h.
  • ECTS: 6