Facts about the course
- ECTS Credits:
- 3
- Responsible department:
- Faculty of Business Administration and Social Sciences
- Course Leader:
- Harald Klaus Dolles
- Lecture Semester:
- Autumn
- Teaching language:
- English
- Duration:
- ½ year
IDR804-006 Sponsorship-linked Marketing (Autumn 2018)
About the course
This program begins by discussing how sponsoring and related approaches that link a brand to activities such as sports, arts and events have become integrated in marketing and management. The perspectives of the sponsor and of the sponsored are considered but emphasis is given to the role sponsorship plays in the communication platform of the sponsor. While the literature on sponsorship of sport has gained interest among scholars in diverse fields such as management, marketing, and psychology in recent years, scant attention has been paid to the extent in which sponsoring may serve as a strategic lever that is mutually beneficial for sponsors and sponsees. We, therefore, ask: What constitutes strategic sponsoring in professional sport?
The conceptual base of sponsorship communication will also be analyzed, as will the practical aspects of leveraging and activation. Time will also be devoted to topics such as celebrity endorsement, licensing, and corporate social responsibility as they relate to sponsoring. Also explored will be policy related issues such as betting and ambush marketing. Hence, our multilevel framework advances sponsorship theory through a more rigorous framing, and it provides practitioners clues for rethinking their sponsorship programs. The seminar week will conclude with discussion of the challenge of measuring sponsorship marketing outcomes.
Lecturer:
Prof.Sten Söderman prepared his doctorate at Oxford University, holds his PhD and earned his docentship at SBS, Stockholm Business School and is now professor emeritus of International Business at SBS and affiliated researcher at Center for Sports and Business, Stockholm School of Economics Institute for Research
The course is connected to the following study programs
The student's learning outcomes after completing the course
Having completed this program, the student should be able to:
- demonstrate a practical understanding of sponsorship¿linked marketing including the roles of spectators and fans,
- critically analyze the advantages and disadvantages of this and other similar marketing and strategic approaches,
- articulate the various forces influencing managerial decision making in this area,
- demonstrate the ability to analyze factors influencing sponsorship investment and orchestration.
Forms of teaching and learning
The seminars will consist of lectures, assignments, case discussions, team work and presentations throughout the time for the seminar. It is expected that the participants read the study material provided by the lecturers ahead of the seminar to prepare themselves and be able to contribute to the discussions in the classroom. Course material and readings will be provided as soon as possible ahead of the seminar time. Because of the high level of interactive activities and relatively small-sized groups the seminar requires a high degree of engagement by the students. Active participation throughout the seminar time is required (classroom presence will be mandatory!) and thus it is expected to do your readings ahead in time. Lectures might not always follow a strict schedule, as there might be tasks, presentations and feedback sessions scheduled requiring flexibility during the day.
Examination
- Form of assessment: Home assessment
- Proportion: 40%
- Duration: After Seminar -
- Grouping: Individual
- Grading scale: Letter (A - F)
- Support material: All printed and written supporting material
- Form of assessment: Home assessment
- Proportion: 60%
- Duration: During Seminar -
- Grouping: Group
- Grading scale: Letter (A - F)
- Support material: All printed and written supporting material