Master Sport Management and Digitalisation

We care, you succeed,
join the LUNEX experience.
Achieving
business goals in
the digital age:
Sport
Management
and Digitalisation
Master

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Studying Sport Management and Digitalisation at LUNEX
Taking the lead worldwide:
Sport Management and
Digitalisation
Whether economic, social or technological – the world is
undergoing a period of revolutionary transformations.
These transformations are also affecting the sports
business. The ongoing digitalisation is changing eco nomic
activity, consumer behaviour and communication
processes in a sustainable way. Changing consumer
attention spans and the increasing merging of sports and
entertainment are having a permanent effect on the
growing sports industry. In order not to lose the main
consumers of tomorrow, the sports business industry
has to react to changing consumer behaviour with new
business models and adapt trends from other
entertainment areas for sports. Moreover, due to the
professionalisation and internationalisation of sport the
demands placed on sport managers have increased in
many areas of responsibility.
Capture the business side of sport
management in a digital world
Sport has developed into a complex and global industry.
In order to remain competitive in the face of growing
competition, sport managers must anticipate market
developments and react to trends as quickly as possible.
That's why our master's programme in Sport Management
and Digitalisation provides you with a profound
understanding of strategic and operational business
workflows. A focus is placed on the effects of digitalisation
on relevant aspects of sport management. In this way,
you are optimally prepared for future challenges in the
digital age. During your studies you will gain digital skills
and develop into a strong leader in sport management.
You will be able to make informed decisions and develop
strategic plans that take socio-cultural, political,
economic, ethical and environmental aspects into
account. Your interdisciplinary skills will also enable you
to take on management tasks in a wide range of business
areas – from controlling, marketing and personnel
management to event organisation.
Digital technologies are changing the
sport business worldwide. In the master's
programme Sport Management and
Digitali sa tion you will not only acquire
advanced knowledge and skills in finance
and event mana ge ment, but also
competencies in dealing with digitalisation
processes. We pre pare you to take on
leading tasks in the sport business and to
succeed internationally.

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LUNEX
Practical study and research-led teaching
The master’s programme at LUNEX is characterised by a
unique combination of business science foundation and
practice-oriented face to face teaching. You benefit from
the experience and expertise of our international team.
Our lecturers and professors conduct their own research
projects in the field of sport management and are up to
date with new developments and findings from academic
research and industry. Experts from the professional
world provide you with exclusive application of knowledge
through guest lectures and best-practice examples. In
addition, you will further develop your academic and
management skills and apply them in projects in
cooperation with relevant sport organisations and
during an extensive internship.
Our study organisation: international and
flexible
At LUNEX all teaching is delivered in English and all
lessons reflect the current state of research in the field.
Due to the internationalisation in sport and the increasing
globalisation, a good knowledge of English and intercultural
competences are indispensable. With the completion of a
master's degree in Sport Management and Digitalisation
in English, you are ideally qualified for a successful future
in the global industry or an academic career. The degree
programme is organised into blocks: periods of physical
attendance alternate with periods of independent
self-study. All study mate rials are available via the LUNEX
online platform. You can therefore learn effectively and
organise your study times to suit your personal needs.
Dual career for athletes: combining
competitive sports with studies
At LUNEX, we support dual careers by giving
talented athletes the flexibility to organise their
studies around their training. As a top-level
athlete you can apply for the “student-athlete
status”, which allows you to fully pursue your
athletic career while working towards graduating
with an accredited degree. In parallel you can
use your gained knowledge and skills for your
training programme, giving you a distinct
competitive edge.
Interested in starting your dual career?
Please contact us for an individual advice!

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Content and course of study
The Sport Management and Digitalisation
master’s programme is research-led and
takes current developments and trends from
the world of sport and business into account.
It focuses on the acquisition of specialised
and advanced knowledge and the development
of practical skills in key aspects of sport
management such as business analy tics,
digital marketing, leadership and event
management.
During your master’s degree in Sport Management and
Digitalisation we provide you with advanced practical
knowledge and strategic and analytical skills to
successfully manage companies and organisations in the
sport sector. On the one hand, you will expand your
business know-how with expert knowledge in the areas
of digital strategic management and governance, sport
finance and human resources management. On the other
hand, you will acquire practical skills in business analytics,
digital marketing and event management.
Further you will develop your digital leadership skills, for
example in ethical and responsible decision-making and
the management of teams in digital environments, and
thus increase your employability. Your professional profile
will be supplemented by the further development of your
qualifications in the implementation of a research project.
Course structure master
Module ECTS
Year 1 Digital Sport Management Principles 10
Digital Skills for Sport Business 10
Sport Business Analytics and Finance 10
30
Digital Sport Marketing 10
Digital Sport Leadership 10
Advanced Research Methods in Digital
Environments
10
30
Year 2 Online and Offline Sport Facility and
Event Management
10
Internship and Professional Develop-
ment
20
30
Master's Thesis 30
30
Total 120
Your master plan:
What you can expect in the master’s
programme
Duration: 2 years (block teaching)
Credits: 120 ECTS
Language: English
Start of the course: October
Qualification: Master

Blending theory and practice: a successful
combination
LUNEX places great importance on the interaction
between theory and practice. Our philosophy is to provide
students with high-level theoretical expertise blended
with practical skills in sport management. The master's
programme involves cutting-edge and research- led
teaching content and materials enabling you to understand
and apply the latest advancements in business and
management applied to sport. To offer you a highly
engaging learning experience the programme also
contains many practical components:
• International business case studies
• Best-practice examples
• Applied projects with sport organisations
• Organisation of a sport event
• Field trips to esteemed sporting bodies
• Extensive internship in a sport organisation
• Digital skills development
During your studies you will apply sound analytical
techniques, underpinning scientific principles and
advanced management skills to the challenges faced by
sport related industries in a global and digital environment.
The experience you gain will make a significant
contribution to increasing your employability. A further
plus: through events and lectures by external professionals,
excursions to sport organisations and not least through
your internship, you will build up your career network
during your studies. You will have all the necessary
com ponents to get off to a good start right after graduating.
Study content: this is what you will learn
First year
The first year focuses on the necessary knowledge and
tools in digital strategies and operational manage ment.
You will also personally gain additional skills by learning
more about the management of effective teams and
developing your own digital leadership style.
Furthermore, you will develop an understanding of the
challenges that sports managers face in the digital age.
You will learn how to apply sport finance and business
analysis tools and how to design digital marketing
campaigns for sports products and services. You will
gain advanced expertise into the conduct of research
projects in digital environments and will learn how to
collect and critically analyse data and information.
Second year
A special highlight awaits you in your second year of
study: you will plan and organise a real sport event,
whose success you then analyse and critically evaluate.
You will also develop your communication skills to
effectively present the design and results of complex
research. During a three-month internship, you will gain
experience and apply your knowledge in a company or
organisation in the sport sector. This will enable you to
develop your personal and professional skills in practical
situations, enhancing your employability. Finally, under
the supervision of an academic expert, you will be
responsible for conducting a research project in a topic
of your choice that has implications for sport managers,
and write your master’s thesis.
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