M.A. Sports, Culture & Event Management

FH Kufstein - University of Applied Sciences

Tuition fee:
  • € 726 / Year (EEA)
  • € 726 / Year (Non-EEA)
Start date: September  2015
Credits (ECTS): 120 ECTS
  • 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


  • Budgeting & Controlling
  • Eventmanagement / -marketing
  • Fundamentals of Cultural Sciences & Cultural Management
  • Fundamentals of Sports Sciences and Sports Management
  • Destination Management: Alpine Destinations*
  • Strategic Project Development: Foundations*
  • Urban Studies/City Development: Urban Studies*
  • Venue Management: Foundations*
  • Destination Management: International Destinations*
  • Strategic Project Development: Leisure Project Development*
  • Urban Studies/City Development: City Development*
  • Venue Management: Sports & Cultural Venues*
international competencies
  • Educational Journey*
leadership & social competencies
  • Intercultural Leadership*
  • Team Building (Outdoor Training)
  • Leadership Skills
  • Mediatraining
practice transfer & empirical studies
  • Case Studies I
  • Scientific Methods & Writing
  • Case Studies II
  • Cultural Management Research
  • Elective I*
  • Master Thesis Coaching
  • Sports Management Research
  • Colloquium Master Thesis
  • Elective II*
  • Master Thesis
sports, culture & events
  • Event Budgeting
  • Event Design*
  • Event Law
  • Sports- and Cultural Policy
  • Trends in Sportmanagement
  • Trends in Cultural Management
  • Trends in Eventmanagement
strategic management
  • Strategic and Innovation -Management
  • Strategic Marketing
  • Digital Marketing*
  • Strategic Event Management*
  • Synergetic Potentials in Sport-, Culture- and Eventmanagement
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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