(October 17-19 2018 - Campus Düsseldorf, Germany)

From Traditional to New Media

Examining Business Models and defining revenue potentials

Media are the most important source of revenue in sports: they continue to offer vast growth potential and, thanks to their reach, are decisive multipliers for sponsorship income. New media and cheaper production techniques result in athletes and clubs also being able to supply their fans with content and interact with them 24/7. Students develop their media expertise in Module “From Traditional to New Media”. Media theory basics and the functioning of a variety of business models with a focus on digital and hybrid approaches are first discussed. Direct application of the concepts dealt with allows students to further develop their skills and to benefit from the latest developments in sports media – from the trend towards self-marketing through to social media strategies. The module is rounded off with professional media coaching.

Sample questions:

  • Which tender techniques can I use to enhance my organisation’s turnover potential?
  • How can I maximise and commercially exploit traffic?
  • How can I maximise revenue using digital media?
  • What must I bear in mind when dealing with media representatives?

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GUIDING LECTURER

Prof. Dr. Christian Schlereth

Since October 2014, Christian Schlereth is holding the Professor position for the Chair of Digital Marketing at the WHU – Otto Beisheim School of Management. Prior to his position, he studied Information Systems at the Technische Universität Darmstadt, completed his dissertation at the Marketing Department of the Goethe University Frankfurt and held his Assistant Professor position on Marketing and Electronic Services from 2011 till 2014. In 2009 and 2011, he spent 4 and 7 months as a visiting fellow at CenSoC - the Cen-tre for the Study of Choice at the University of Technology, Sydney.

His research addresses practical issues related to managerial decision making in the context of digital services (e.g. freemium business models). Special emphasis is put on how to employ various price differentiation and preference elicitation techniques and determine optimal (e.g., profit maximizing) service settings. His research has been publiched by international journals and awarded with honorable awards. It´s been applicated by National Basketball League Club Fraport Skyliners among others.

Industry Experts in previous years

Stefan Kuerten

Executive Director
EBU Sport