IDR804-019 Sponsorship-linked Marketing (Autumn 2021)

About the course

The purpose of this seminar is to achieve a better understanding of the inner workings of sponsorship to enable sponsors and sponsees to gain the most benefit from this type of marketing communication. The focus will be on five topics: (I) Background basics of Sponsorship, (II) Sponsorships from the sponsor perspective, (III) Sponsorships from the sponsee perspective, (IV) Sponsorships from a network perspective, and (V) Critical sponsorship issues.

Lecturer:

Chris Horbel studied Business Economics at the University of Bayreuth, Germany, where she also completed her Ph.D. in 2008 and her post-doctoral degree (Habilitation) in 2014. She is Associate Professor at the Norwegian School of Sport Science, Oslo, where she teaches Sport Marketing. The focus areas in Chris’ research include sport spectator experience, brand and anti-brand communities in sport, sport sponsorships, critical sponsorship issues, sport event stakeholders, sport event innovations and sustainable development of sport events.

The course is connected to the following study programs

• Master of Science in Sport Management
• Exchange programme - Master's level

Recommended requirements

Successful passing of IDR805 "Sport and Event Marketing" is recommended.

The student's learning outcomes after completing the course

 

Learning outcome: Knowledge

Having completed this seminar students should be able to:

• demonstrate a practical understanding of sponsorship

• evaluate the goals and strategies of the relevant actors who participate in sport sponsorship

• describe and explain the central concepts, theories and models relating to sport sponsorship

• identify and critically discuss sport sponsorship tasks and problems and develop conceptual solutions by means of state-of-the-art theories and management tools

• critically analyze the advantages and disadvantages of various types of sponsorships

• discuss, criticize, and evaluate practical issues and problems in the area of sport sponsorship

 

Learning outcome: Skills and General Competences

At the end of this seminar students should be able to:

• Understand relevant theoretical concepts, frameworks, and models related to sponsorship-linked marketing activities

• Apply and communicate this understanding to real-world cases and problems

• Design meaningful statements and reports for research dissemination by applying key academic skills and competences

Forms of teaching and learning

The seminar 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 lecturer 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 and thus it is expected to do the seminar 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 seminar days and hours.

Coursework requirements - conditions for taking the exam

• Mandatory coursework: Assignment(s)

• Courseworks given: 2

• Courseworks required: 2

• Presense: Mantatory

• Comment: Mandatory individual and/or team assignment(s) during the seminar. The work’s progress and results are to be presented in class. A “pass” on the individual and/or team assignment(s) is needed in order to participate in the final exam.

Examination

• Form of assessment: Home assessment

• Proportion: 100%

• Duration: Will be announced during the seminar

• Grouping: Individual

• Grading scale: Letter (A - F)

• Support material: All printed and written supporting material

Course evaluation

Two mandatory assignments during the seminar. Those assignments (individual and/or team) will be marked with pass/fail, however, both must be passed in order to have the final examination of the seminar be marked.

Syllabus

A reading list of articles will be provided, enabling students to prepare ahead of the seminar.