Sponsoring and marketing partnerships

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

Professor
Module
Understanding the communication environment and managing integrated communication

This course presents different approaches to the planning, negotiation, implementation and control of partnership and sponsorship forms and strategies in the media, sports, arts, entertainment, social movements, and scientific fields. Participants acquire an understanding of the key concepts, fundamental principles, best practice examples and theories in this area. The lecture provides insights into different approaches such as strategic corporate philanthropy, commercial sponsorships, affinity and cause-related marketing, celebrity endorsements, marketing and media partnerships using integrated advertisements, product placements, editorial partnerships, etc.

Participants become aware of theories and methods in partnership and sponsoring and practice the methods through European and American case studies and exercises. Participants get insights into various contract structures, the entertainment media market, the latest marketing trends in the media and entertainment industries, efficiency and effectiveness models, success factors and a management frame for planning and implementing.

At the end of the course, participants are aware of the limits and contents of partnership and sponsorship strategies, understand to what extent strategies differ from other communication measures, and are able to develop a rough partnership and sponsorship strategy and a rough implementation concept for both sponsors and sponsored organizations. Additionally, participants know what success factors are important to consider when developing these strategies, have an overview of the sponsorship market and a thorough understanding of the media’s role in the sponsorship world, and can critically evaluate partnership and sponsorship strategies.