Sponsoring (E)

First Cycle

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.

Basic understand of business administration fundamentals

• History, theory, of sponsorship
• Sponsorship – Sponsor Side
• Sponsorship – Receiver Side
• Elements of developing a sponsorship plan

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

• Lecture & case study participation 20%
• Assignments and course work 20%
• Semester examination 60%

English

3

0

2.0

• Lecture
• Reading
• Discussion
• Case Study

2

Mark Romanelli, MBA

Not applicable.

IP_BUS129

integrated lecture

Compulsory

Not applicable.