IDR804-019 Sponsorship-linked Marketing (Autumn 2026)

ECTS Credits:
2.5
Responsible faculty:
Avdeling for økonomi og samfunnsvitenskap
Campus:
Molde
Course Leaders:
  • Harald Klaus Dolles
  • Solveig Straume
Teaching language:
English
Study level:
{code=HN, name=Second degree level}
Duration:
½ year

Table of contents

Contents

The purpose of this course 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

Recommended knowledge

General knowledge of (Sports and Event) Marketing. Students should have successfully completed IDR805 "Sport and Event Marketing" or similar, but at least an introductory Bachelor level (sport and event) marketing course.

The student's learning outcomes after passing the exam

This intensive attendance course is designed to give students an overview of the concepts, tools, and issues surrounding sponsorship-linked marketing, using real-case scenarios, examples and applications from the world of sports and events, in a truly interactive and international learning environment.

Learning outcome: Knowledge

Having completed this course 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 course 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 course students should be able to:

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

• employ the principles of good academic practice

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

Forms of teaching and learning

The course is taught in a continuous block of time over a short period, thus intensive attendance is required. Active participation and engagement in seminar activities will promote learning and the creation of a learning community, so they are encouraged and expected. Participants must turn in all completed assignments by the due date, participate in seminar discussions, and do your best to contribute to group discussions that will take place during the seminar.

The course builds upon posted articles, outside material and additional resources as required/needed. Students are responsible to prepare with articles, videos, PPTs, etc., either located in course folders on the eLearning platform or announcements for seminar discussions.

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: Required
  • Comment: The course is taught in a continuous block of time over a short period, thus intensive attendance is required. The coursework assignments (individual and/or team) will be marked with pass/fail. Both need to be passed in order to advance to the course exam.

Exam

  • Form of assessment: Classroom/school exam
  • Proportion: 100%
  • Duration: 2 hours
  • Grouping: Individual
  • Grading scale: Letter (A - F)
  • Support material: -

Course evaluation

Two mandatory coursework assignments during the seminar. Those assignments (individual and/or team) will be marked with pass/fail. Both need to be successfully completed in order to advance to the course exam.
Last updated from FS (Felles studentsystem) Oct. 14, 2026 10:20:59 PM