Sponsoring (E)
Niveau der Lehrveranstaltung/des Moduls laut Lehrplan
First Cycle
Lernergebnisse der Lehrveranstaltung/des Moduls
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.
Voraussetzungen laut Lehrplan
Basic understand of business administration fundamentals
Lehrinhalte
• History, theory, of sponsorship
• Sponsorship – Sponsor Side
• Sponsorship – Receiver Side
• Elements of developing a sponsorship plan
empfohlene Fachliteratur
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
Bewertungsmethoden und -kriterien
• Lecture & case study participation 20%
• Assignments and course work 20%
• Semester examination 60%
Unterrichtssprache
Englisch
Anzahl der zugewiesenen ECTS-Credits
3
eLearning Anteil in Prozent
0
Semesterwochenstunden (SWS)
2
geplante Lehr- und Lernmethoden
• Lecture
• Reading
• Discussion
• Case Study
Semester/Trimester, in dem die Lehrveranstaltung/das Modul angeboten wird
2
Name des/der Vortragenden
Mark Romanelli, MBA
Studienjahr
Not applicable.
empfohlene optionale Programmeinheiten
non
Kennzahl der Lehrveranstaltungen/des Moduls
IP_BUS129
Art der Lehrveranstaltung/des Moduls
Integrierte Lehrveranstaltung
Art der Lehrveranstaltung
Pflichtfach
Praktikum/Praktika
Not applicable.
