Inhalt

Abstract:

Students will learn about the state of the art of sponsorship-linked marketing, including sponsorship activities in sports, arts and culture, social causes, science and education, as well as ecological causes. Sponsorship-linked marketing is the orchestration and implementation of marketing activities in order to build and communicate an association to a sponsored property. Sponsored properties can be sports teams, festivals, charities, and schools, to state some examples. The course includes both online lectures (twelve units in total) and exercise cases that are part of the units.

In the online lectures, students will learn about basics in sponsorship-linked marketing and the management process that goes along with it. The lectures deal with how sponsorship activities can influence stakeholders (e.g., consumers, employees) and provide theoretical backgrounds as to how sponsorship works. In the lectures, students will learn what the outcome variables of sponsorship activities are, and how these variables can be measured for controlling purposes. The lectures also present strategies and tactics of the successful implementation of sponsorship practices that help brands evoke unique associations in stakeholders (e.g., as compared to ambushers, that is, brands that do not possess official sponsorship rights). The lectures take into account the perspective of both sponsors and sponsored properties. Throughout the course, students are required to hand in exercises. The exercises refer to the content that will be taught in the online lecture and provides practical application of sponsorship-linked marketing concepts.

Gliederung:

A. Introduction and Overview of the Sponsorship-linked Marketing Management Process
B. How Sponsorship-linked Marketing Activities Influence Stakeholders
C. Outcome Measurement and Controlling in Sponsorship-linked Marketing
D. Sponsorship-linked Marketing Implementation

Detaillierter Inhalt:

Learning goals:

At the end of the module students understand how sponsorship portfolios are created from the perspective of different stakeholders (sponsors and ambushers, event organizers, individuals, media). This includes sponsorship in sports, arts and culture, social causes, science and education, as well as ecological causes. The students understand the basics in sponsorship and sponsorship-linked marketing, including recent developments and the chain of effects of the sponsorship-linked marketing management process. The students also understand the mechanisms of how recipients process sponsorship messages. They are able to use different methodological concepts in order to quantify the effects of sponsorship messages on recipients and relate these measures to the predefined goals of the stakeholders. The students are able to identify success factors of sponsorship-linked marketing and they can use methods that measure the success of sponsorship. The students are able to create both innovative sponsorship strategies as part of the sponsorship portfolio management and strategies that help sponsors protect the sponsorship rights against ambushers.


The course includes twelve units that are part of four larger areas:

A. Introduction and Overview of the Sponsorship-linked Marketing Management Process
1. Introduction to Sponsorship and Sponsorship-linked Marketing
2. The Sponsorship-linked Marketing Management Process

B. How Sponsorship-linked Marketing Activities Influence Stakeholders
3. The Effects of Sponsorship-linked Marketing Activities on Recipients
4. Theories on the Processing of Sponsorship Messages (I)
5. Theories on the Processing of Sponsorship Messages (II)
6. Visual Attention to Sponsors at the Site of Events and in the Media

C. Outcome Measurement and Controlling in Sponsorship-linked Marketing
7. Measuring and Interpreting Sponsorship Outcome Variables
8. Sponsorship-linked Marketing and the Financial Success of Brands

D. Sponsorship-linked Marketing Implementation
9. Leveraging Tools in Sponsorship-linked Marketing
10. Non-sponsor Brand Behaviors: Official Sponsorship versus Ambush Marketing
11. The Sponsor Perspective: How to Create Unique Sponsorship Portfolios
12. The Sponsored Property Perspective: How to Recruit and Retain Sponsors

Lern-/Qualifikationsziele:

-

Lehrveranstaltungstyp:

Kurs

Interaktionsformen mit Betreuer/in:

E-Mail, Übungsaufgaben

Interaktionsformen mit Mitlernenden:

Foren, E-Mail

Kursdemo:

zur Kursdemo

Nutzung

Kurs ist konzipiert für:

BWL, Kulturwissenschaften, Sportmanagement, Sportökonomie, Sportwissenschaft, Medienmanagement, Eventmanagement

Formale Voraussetzungen:

Keine

Erforderliche Vorkenntnisse:

Keine

Hinweise zur Nutzung:

Keine

Kursumsetzung (verwendete Medien):

-

Erforderliche Technik:

-

Nutzungsentgelte:

für andere Personen als (reguläre) Studenten der vhb Trägerhochschulen nach Maßgabe der Benutzungs- und Entgeltordnung der vhb

Rechte hinsichtlich des Kursmaterials:

-

Verantwortlich

Anbieterhochschule:

TU München

Anbieter:

Prof. Dr. Jörg Königstorfer

Autoren:

Jörg Königstorfer

Betreuer:

Prof. Dr. Jörg Königstorfer

Prüfung

Prüfungsangebot zur Lehrveranstaltung

Art der Prüfung:

schriftlicher Leistungsnachweis (Klausur)

Bemerkung:

–

Prüfer:

Prof. Dr. Jörg Königstorfer

Prüfungsanmeldung erforderlich:

ja

Anmeldeverfahren:

Anmeldung per Moodle

Prüfungsanmeldefrist:

–

Prüfungsabmeldefrist:

–

Kapazität:

–

Prüfungsdatum:

Nach Absprache mit dem Prüfer

Prüfungsdauer:

60 Minuten

Prüfungsort:

München, Bayreuth

Zuständiges Prüfungsamt:

Heimathochschule

Zugelassene Hilfsmittel:

Keine

Formale Voraussetzungen für die Prüfungsteilnahme:

Keine

Inhaltliche Voraussetzungen für die Prüfungsteilnahme:

Keine

Zertifikat:

Ja (Bewerteter Schein)

Anerkennung:

–