0963 Internationalization in Professional Soccer
Assoz.Prof. PD Dr. Jakob Müllner, Univ.Prof. Dr. Jonas Puck
Weekly hours
Language of instruction
09/08/22 to 09/13/22
Registration via LPIS
Notes to the course
Day Date Time Room
Wednesday 10/12/22 01:30 PM - 06:00 PM TC.4.18
Wednesday 10/19/22 01:30 PM - 06:00 PM TC.4.18
Wednesday 11/02/22 01:30 PM - 06:00 PM TC.4.18
Wednesday 11/09/22 01:30 PM - 06:00 PM TC.4.18
Wednesday 11/16/22 01:30 PM - 06:00 PM TC.4.18
Wednesday 11/23/22 01:30 PM - 06:00 PM TC.4.18
Wednesday 11/30/22 01:30 PM - 06:00 PM TC.4.18
Wednesday 12/07/22 01:30 PM - 06:00 PM TC.4.18
Wednesday 12/21/22 01:30 PM - 08:00 PM Extern

This course focuses on the internationalization of professional sports as a particular international business context. In the first part of the course, students complete theory sections as online lecture casts and read the course textbook. We discuss internationalizations of soccer on three different dimensions. First, we address internationalization within clubs, with a specific focus on the challenges and opportunities stemming from increased diversity and adjustments to foreign contexts. Second, we address internationalization across professional sports clubs and analyze the potential and challenges of internationalization along the value chain. Third, we analyze the international dimension of international sports events, such as world championships in different sports. 

After the introductory sessions, we invite practitioners to provide insights into soccer business. Classes will be held in a synchronous hybrid mode with students either participating virtually or physically. Please refer to syllabus for detailed information on each class. 

In a final step, students conduct a student research project for a soccer club. Students go through the entire research process from data collection, analysis and presentation.

Learning outcomes

During this course, students will:
       •    learn to analyze internationalization opportunities and challenges in professional sports;
       •    learn to provide recommendations for the internationalization in professional sports;
       •    learn to analyze international competition to learn for a home-market;
       •    improve their skills to work in teams;
       •    develop analytical and methodological skills for academic research
       •    improve their presentation skills and
       •    improve their skills to discuss, defend, and develop their own work in discussions

Attendance requirements

Students must be present for ALL synchronous course sessions and complete asynchronous sessions according to schedule.

Teaching/learning method(s)

This course uses a combination of different online teaching methods, such as
       •    Lectures
       •    Guest speakers from the industry
       •    Student consulting project (group)

Generally, students must participate in all activities.


Student research projects

  • Group
    • Interim presentation   20%
    • Final presentation      60%
  • Individual
    • Participation              20%

The final presentation will be graded by instructors but points will be distributed to group members according to internal peer-review by the group.

More information about the projects can be found below in the field Other.

Prerequisites for participation and waiting lists

Prerequisites for WU students: completed course 1 (Foundations) and course 2 (Applications).


Please log in with your WU account to use all functionalities of read!t. For off-campus access to our licensed electronic resources, remember to activate your VPN connection connection. In case you encounter any technical problems or have questions regarding read!t, please feel free to contact the library at

Recommended previous knowledge and skills


Availability of lecturer(s)

Students are encouraged to use the learn@wu forum and NOT contact the instructors via e-mail. A forum allows for open group conversations and is more effective than one-on-one written correspondence.


Requirement from SS2022 (might be changed for WS2022/23)

Student research projects (group task)
Students are assigned randomly to five groups working on a competitive research project with our sports partners. In the summer term 2022, our partners is the First Vienna Football Club. Students sign up for one of three topics. Assignment to the group of preference cannot be guaranteed to maintain balance of participants.

Topic Areas:
       •    Communication & Social Media Marketing
       •    Sponsoring
       •    Player Development

Each group project should cover the three areas:
       •    Concept & Theory
                o    Review of literature on the topic
       •    Analytics
                o    Comparison with other clubs
                o    Best practice identification
       •    Concept
                o    Development of a concept for First Vienna Football Club
The goal is to learn from international best practices in the industry and to develop a competitive strategy in a consulting context.

Data Analysis
Group research projects include two tasks:
      1.    Interim Presentation: 
                a.    Student groups propose a consulting project and methodology
      2.    Final Presentation
                a.    Students present their concepts and projects in front of practitioner partners

The analysis is presented in the touch-down event (in Stadium Hohe Warte). A written seminar paper is not required.
Grading criteria for presentations of group projects:
       •    Analytical rigor                                     30%         
       •    Data support for business case            30%        
       •    Professionalism in Presentation           20%         
       •    Creativity                                              20%        

Individual essay
Students should write a 2-page reflection on the movie XXX. In the essay, students should connect the movie with course content.

Last edited: 2022-08-23