Sponsoring and Partnership Management
Professor: Patrick Cotting
Course type: Master +2
Value in ECTS: 3
Bibliographic references available on the University Library website
Academic Year 2012/13 - I. year - Spring semester
The lecture for Master students shall cover different approaches to the planning, negotiation, implementation and control of different sponsorship and partnership forms and strategies in the sports, entertainment, cultural and media field. Other areas are not a priority; taking into consideration that more than 95% of the sponsorship money is invested in these areas. Participants acquire an understanding of the key concepts, fundamental principles, best practice examples and actual theories.
The lecture provides insights into different approaches such as strategic corporate philanthropy, commercial sponsorships, affinity and cause-related marketing, celebrity endorsement, marketing partnerships and media partnerships using integrated advertisements, product placements, editorial partnerships etc.
The students will also get insights into different contract structures, the entertainment media market, the latest marketing trends in the media and entertainment industry, efficiency and effectiveness models, success factors, a management frame for organizing sponsorships and controlling methods.