M.A. Sports, Culture & Event Management

FH Kufstein - University of Applied Sciences

Tuition fee:
  • € 726 / Year (EEA)
  • € 726 / Year (Non-EEA)
Start date: September  2014
Credits: 60 ECTS
Duration full-time: 24 months
  • English
  • German
Delivery mode: On Campus
Educational variant: Part-time
More information: Go to university website

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This masters degree program provides a sound interdisciplinary management education with an international orientation. Special emphasis is placed on supporting students in acquiring leadership skills. Graduates are thus well-prepared to take on planning, controlling and managerial responsibilities in the sports, culture and events sector.

Language of instruction: 65% German, 35% English

Extensive Field and Management Expertise

Within the field of sports management, there is a focus on sports marketing, athlete and team management as well as research and development. In culture management, the focus is on cultural economics, cultural skills and integrative case studies. And in the area of event management the emphasis is on event networking and marketing, event design and event control.

Selected special events such as fairs, road shows and tours are dealt with in project work. Other features of the degree program include a Future Workshop on Sports and Culture, as well as courses on strategic management and innovation management.

The students are encouraged to independently develop solutions for complex problems with the help of grounded knowledge in planning, managing and controlling operational and external processes.

Essential Soft Skills

Fostering students' social skills is another integral part of this degree program, whereby special attention is paid to techniques in planning, decision-making and negotiating as well as conflict management. Aside from the specialized lectures offered in English, the strong international orientation of the education is reinforced through the study of a second foreign language (Spanish, French, Italian, Russian, Arabic or Chinese). The study trip abroad promotes professional, methodical, social and intercultural competencies and, as a result, helps to cultivate the expertise of our students as professionals in the field.

Job Opportunities

  • Marketing departments in companies,
  • sports marketing and sports PR agencies,
  • sports merchandise industry and retail businesses,
  • media corporations, athlete and team management,
  • Olympic training centers,
  • museums, galleries,
  • theaters, opera houses and concert halls,
  • culture PR and development,
  • event agencies,
  • event marketing and design,
  • organization committees,
  • research and teaching



event management

  • Event Management I: Fundamentals
  • Strategic Event Management*
  • Event Management II: Event Creation & Event Design
  • Event Management III: Fair & Convention Management
  • Event Budgeting & Event Law
  • Event Organisation & Event Engineering


  • International Week*


  • Planning and Decision Making*
  • Strategic Management*
  • Project Management
  • Leadership Training*
  • Mediatraining

practice transfer & empirical studies

  • Business Simulation Game
  • Integrative Case Study: Cultural Management
  • Integrative Case Study: Sports Management
  • Scientific Methods & Writing
  • Diploma Thesis
  • Diploma Thesis Coaching
  • Real Life Business Cases

sports- & cultural management

  • Cultural Management I: Sociology of Culture & Theory of Organisation*
  • Fundamentals of Cultural Sciences & Cultural Management
  • Fundamentals of Sports Sciences and Sports Management
  • Sports Management I: Sports Marketing*
  • Cultural Management II: Cultural Competencies
  • Sports Management II: Athlete and Team Management*
  • Cultural Management Research
  • Electives I
  • Sports Management Research
  • Electives II

venue management

  • Venue Development & Management*
  • Venue Management Business Cases*
  • Sports Venue Management Business Cases*
  • Sports Venues*
  • Cultural Venue Management Business Cases*
  • Cultural Venues*
  • Business Venue Management Business Cases*
  • Business Venues*

Graduation requirements

Positive completion of the 120 ECTS credits in the master’s degree program within the 4 semester length of the degree program.

The Diploma Thesis is written in the 4th semester.

It is necessary that each semester is passed with degrees from excellent to sufficient . An International week is compulsary.

The final examination for the bachelor’s degree programme consists of a committee examination before an examination board.


  • Completion of a specialized Bachelors degree or degree course (technical college or university) or equivalent post-secondary degree
  • Practical work experience
  • Good English skills

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