Facts about the course

ECTS Credits:
Responsible department:
Faculty of Business Administration and Social Sciences
Course Leader:
Solveig Straume
Lecture Semester:
Teaching language:
½ year

IDR804-019 Sponsorship-linked Marketing (Autumn 2022)

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.

The course is connected to the following study programs

Required prerequisite knowledge

General knowledge of (Sports and Event) Marketing. Students should have successfully completed IDR805 "Sport and Event Marketing" or similar introductory (sport and event) marketing courses.

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 analyse 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

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


Learning outcome: General Competences


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

• interpret research findings, draw appropriate conclusions and present those effective with high impact

• 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
  • Presence: Not required
  • 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.


  • Form of assessment: Home assessment

  • Proportion: 100%

  • Duration: -

  • Grouping: Individual

  • Grading scale: Letter (A - F)

  • Supported 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, they must be passed in order to have the final examination marked.


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

Last updated from FS (Common Student System) Nov. 27, 2022 9:20:39 AM