Program Overview

Program Description

The course presents different approaches to the planning, negotiation, implementation, and control of partnership and sponsorship forms and strategies in the media, sports, arts, entertainment, causes, and scientific fields. Participants acquire an understanding of the key concepts, fundamental principles, best practice examples, and theories in this area.

Objectives

The objectives of the course are to:

• Make students aware of the limits of sponsoring and partnership strategies for sponsors and sponsees
• Help students understand the differences between these strategies and other communication measures
• Enable students to develop a rough partnership and sponsorship strategy and a rough implementation concept for both sponsors and sponsees
• Inform students about the success factors important to consider when developing these strategies
• Provide students with an overview of the sponsorship market, including its actors and driving forces
• Give students a thorough understanding of the role of the media within the sponsorship world
• Enable students to critically evaluate partnership and sponsorship strategies

Teaching Mode

The course will be taught in presence.

Learning Methods

The learning methods used in the course include:

• Lectures
• Case Studies
• Group assignment (analysis)

Examination Information

The grade is based on an individual exam of one hour (60%) and a group assignment (40%).

Written Exam

The individual exam will have two parts:

1. Multiple choice questions and wrong and right questions
2. Questions on theories and cases covered/discussed during class

Group Assignment

The task for the group assignment is to analyze either a company (as a sponsor) or an institution (as a sponsee), evaluate their sponsorship, philanthropy, partnerships, and ownership strategy, and provide recommendations for improvement.

Education

The course is part of the following programs:

• Master in European Studies in Investor Relations and Financial Communication, Lecture, Suggested Elective Course, Elective, 2nd year
• Master in Health Communication, Lecture, Suggested Elective, Elective, 1st year
• Master in Health Communication, Lecture, Sustainability, Elective, 1st year
• Master in Health Communication, Lecture, Cultural & Social Dimensions, Elective, 1st year
• Master of Science in Communication and Economics in Corporate Communication, Lecture, 1st year

Additional Information

• Semester: Spring
• Academic year: Not specified
• ECTS: 3.0
• Language: English
• Max number of students: 30

Sustainable Development Goals

The course is related to the following Sustainable Development Goal:

• Partnerships for the goals