Sponsorship-linked Marketing (Online-Kurs)

What it is about

You learn how sponsorship-linked marketing is built and managed—from the perspectives of sponsors, organizers, media, and consumers. By the end you will be able to design sponsorship portfolios, explain the mechanisms of sponsorship messages, and apply suitable measurement methods for effectiveness control.

What you will be able to do

• Understand the sponsorship management process
• Classify sponsorships in different areas (sports, culture, social, science, ecology, media)
• Explain processing mechanisms of sponsorship messages
• Apply methods for measuring sponsorship effects
• Identify success factors and controlling in sponsorship
• Develop strategies for designing sponsorship portfolios
• Evaluate measures against ambush marketing

What the module consists of

• Online lecturesDelivery of the professional state and concepts
• Online case studies / homeworkApplication of the content in case examples and practice
• Learning progress monitoring questionsContinuous assessment of learning progress during the content

Teaching method

• Online lecturesProvision of lecture content via internet technology
• Case-based homeworkPractical application and problem solving based on provided materials
• Learning progress questionsChecking and promoting learning progress while working through the content