Sponsorship

Purpose:

• The purpose of the elective is to place sponsor activities into a marketing and sales framework where sponsoring strengths and weaknesses are in focus. It is based on the company's strategic and tactical communication needs. The students will not only gain a theoretical understanding but by the inclusion of a number of best-case examples from Denmark and internationally also gain insight and competence in best-in-class sponsorship activation. The work with sponsor activities focuses on sports and culture and to a lesser extent NGOs and social activities.

Contents:

• Sponsor activities in historical perspective
• Sponsor business in international perspective - trends
• Sponsorship theory and models Strengths / Weaknesses
• The company's communication needs
• Companies' use of sponsorships in Danish and international perspective
• Sports sponsorships including e-sports
• Cultural sponsorships
• Sponsorship activation
• Sponsorship measurement - RoI analysis models
• Sponsorship valuation
• Sponsorship in a CSR and HR perspective

Title:

Companies’ commercial use of sponsorship in sport and culture.

• Objective: the student must achieve a high professional insight in sponsorship activities, which sponsor active activities to include in the company's marketing and sales activities. Work is both strategic as well as at a tactical and operational level, the students obtain skills in particular sponsorship specific research, impact measurement (Return on Investment), sponsorship value setting and activation. Sponsorship as a marketing and sales tool, students should be able to conduct analysis in sports and culture and with both marketing, cultural and international perspective.

The graduate will possess knowledge on:

• Sponsorship’s role, strengths and weaknesses in the company's parameter mix, both service and manufacturing companies
• Sponsorship activities - online and offline
• Sponsorships special rights matters, including IP rights and special S & E Rights (Sole & Exclusive)
• Sponsorships in historical perspective and significance today
• Trends in sponsorships including an understanding of the difference in culture, respectively sports sponsorship. The graduate will be able to:

• Set goals for and use sponsorship in national and international perspective
• Handle sponsorships sales activities - including relationship building, hospitality and competitions
• Use the sponsorship to various media platforms / genre - offline and online
• Valuation and effect measurements for sponsorships
• Use sponsorships in CSR context
• Activate corporate sponsorships in various sales channels The graduate will be able to:

• Use sponsorships in national and international perspective as part of the company's marketing plan and activities.

The student is required to have English on a B level (Danish standard) in order to take this elective course, which is taught in English.