Sponsoring(E)
level of course unit
First Cycle
Learning outcomes of course unit
Upon completion of the course, students will:
• Understand the concept, terminology, and fundamentals of sponsorship
• Understand how sponsorship applies to sports, cultural, and business events
• Know the fundamentals of developing a sponsorship strategy from the point of view of a sponsorship seeker
• Understand the goals of sponsorship from the point of view of a sponsor
• Be prepared to develop a sponsorship package for events.
prerequisites and co-requisites
Basic understand of business administration fundamentals
course contents
• History, theory, of sponsorship
• Sponsorship – Sponsor Side
• Sponsorship – Receiver Side
• Elements of developing a sponsorship plan
recommended or required reading
CASE: Business Systems Group and the Triathlon Sponsorship Question – by Michael Goldman and Jennifer Lindsey-Renton
Case: Event Sponsorship and Ambush Marketing: Lessons from the Beijing Olympics – by Leyland Pitt; Michael Parent; Pierre R. Berthon; Peter G. Steyn
Both cases available for purchase at:
http://cb.hbsp.harvard.edu/cbmp/access/78538801
Collette, P. and Fenton, W., The Sponsorship Handbook – Essential tools, tips, and Techniques for Sponsors and Sponsorship Seekers. (2011). John Wiley & Sons Publishing. ISBN: 978-0-470-97984-6
Masterman, G., Sponsorship for a Return on Investment. (2007). Taylor & Francis. ISBN: 978-0750686402
Skinner, B.E. and Rukavina, V. Event Sponsorship. (2003). Wiley
Beach, J., Kaspar, R. The Business of Events Management. (2014) Prentice Hall International. Chapter 20: Events as a Sponsorship Investment
assessment methods and criteria
• Lecture & case study participation 20%
• Assignments and course work 20%
• Semester examination 60%
language of instruction
English
number of ECTS credits allocated
3
eLearning quota in percent
0
course-hours-per-week (chw)
2
planned learning activities and teaching methods
• Lecture
• Reading
• Discussion
• Case Study
semester/trimester when the course unit is delivered
2
name of lecturer(s)
Mark Romanelli, MBA
year of study
Not applicable.
recommended optional program components
non
course unit code
IP_BUS129
type of course unit
integrated lecture
mode of delivery
Compulsory
work placement(s)
Not applicable.
