htw saar Piktogramm QR-encoded URL
Back to Main Page Choose Module Version:
XML-Code

flag flag

Cultural Management


Module name (EN):
Name of module in study programme. It should be precise and clear.
Cultural Management
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
International Tourism-Management, Bachelor, regulation 01.10.2015
Module code: BITM-W-06
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P440-0077
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4SU (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
5
Semester: according to optional course list
Mandatory course: no
Language of instruction:
English/German
Assessment:
Project work (Can be repeated annually)

[updated 04.09.2023]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

DFBTO-W-04 (P620-0535) International Tourism Management, Bachelor, regulation 01.10.2018 , semester 5, optional course
DFITM-W-06 International Tourism Management, Bachelor, regulation 01.10.2025 , optional course
BITM-W-06 (P440-0077) International Tourism-Management, Bachelor, regulation 01.10.2013 , optional course
BITM-W-06 (P440-0077) International Tourism-Management, Bachelor, regulation 01.10.2015 , optional course
BITM-W-06 (P440-0077) International Tourism-Management, Bachelor, regulation 01.10.2017 , optional course
BITM-W-06 (P440-0077) International Tourism-Management, Bachelor, regulation 01.10.2020 , optional course

Suitable for exchange students (learning agreement)
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore 105 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Kerstin Heuwinkel
Lecturer: Prof. Dr. Kerstin Heuwinkel

[updated 05.09.2011]
Learning outcomes:
After successfully completing this module, students will:
- be familiar with the terminology of cultural management and have a basic understanding of the interrelationships involved in program management at companies, organizations, and public institutions in the cultural sector
 
 
- be familiar with the concepts of marketing in the cultural sector and can apply them
- be able to apply strategic planning and operational implementation for companies, organizations, and public institutions in the cultural sector
 
- are able to describe various concepts in cultural management and apply them to specific case studies (e.g., industrial heritage, sponsorship, museums as the focal point of tourist tours, the intersection of tradition and modernity, culture for different target groups)
 
 
 
- be able to evaluate cultural tourism offers with regard to sustainability,
- have acquired communication skills and can present their findings using presentation techniques,
 
- be able to apply their communication skills in international teams and take cultural differences into account.


[updated 23.10.2026]
Module content:
- Basics of culture management
- Quotation management for companies, organizations and public institutions in the cultural sector
- Concept development, marketing, and execution of cultural events
 
- Analysis, strategic planning, and operational implementation of marketing tools for companies and public institutions in the cultural sector
 
- Marketing mix instruments (product, price, communication, distribution
  and process policy) in a regional, national, international and inter
  and intra-cultural context
- Sustainable cultural management


[updated 23.10.2026]
Teaching methods/Media:
- Seminar with blended mobility
- Case studies
- Project work (independent development of a concept and its presentation)
- If applicable, excursion and joint workshop with our partner university, Universidad de Vigo in Spain


[updated 04.09.2023]
Recommended or required reading:
Dreyer, A., & Antz, C. (Hrsg.) (2020). Kulturtourismus.  Berlin: De Gruyter.
Du Cros, H., & McKercher, B. (2020). Cultural tourism. London: Routledge.
Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism Management, 29(3), 403-428.
Hansen, K. P. (2011). Kultur und Kulturwissenschaft: eine Einführung. Tübingen: Francke.
Heuwinkel, K. (2023). Tourismussoziologie. 2. A. München: UTB.
McKercher, B., & Du Cros, H. (2002). Cultural tourism: The partnership between tourism and cultural heritage management. New York: Haworth Hospitality Press
Richards, G. (Hrsg.). Cultural Tourism in Europe. Wallingford: CABI.
Steinecke, A. (2007). Kulturtourismus. Marktstrukturen, Fallstudien, Perspektiven. München: Oldenbourg.
UN Tourism (World Tourism Organization) (2018). Tourism and Culture Synergies. Madrid: UNWTO Publications.
 


[updated 23.10.2026]
 
[Sat Oct 31 19:11:06 CET 2026, CKEY=ikd, BKEY=itm3, CID=BITM-W-06, LANGUAGE=en, DATE=31.10.2026]