VHB - Sponsorship-linked Marketing

What it is about

You learn how sponsorship-supported marketing is planned, implemented and measured. In the end you can develop sponsorship portfolios from the viewpoint of different actors (sponsor, organiser, ambusher, media, recipients), understand the causal relationships of sponsorship and apply suitable measurement methods for success control.

What you will be able to do

• Understand sponsorship and sponsorship-linked marketing fundamentally
• Explain the causal chains of the Sponsorship-linked Marketing Management Process
• Describe the processing of sponsorship messages by recipients
• Apply methods for quantifying sponsorship effects
• Identify and measure success factors of sponsorship
• Design sponsorship portfolios and defend against ambush marketing

What the module consists of

• Online-VorlesungenConveying the current state of research and practice in sponsorship and its implementation
• Online-Training / Case Studies (Hausaufgaben)Application of what has been learned to solve problems in case studies; submission of solutions and subsequent discussion
• Learning-Progress-Monitoring QuestionsSelf-check of learning progress while working through the content

Teaching method

• Online lectures (Software/Internet-based)Provision and delivery of teaching content via the Internet
• Case-based online training (Hausaufgaben)Practical application and deepening through case studies
• Learning-Progress-Monitoring-QuestionsAssessment of understanding during learning