Sport Sponsorship and Corporate Hospitality (5cr)

Objective

After this study unit,

· You recognize principles of sport sponsorship.
· You can name key sponsorship stakeholders within the sports industry.
· You recognize four types of activation: brand, business, internal and fan/external.
· You are able to illustrate sport sponsorship case studies throughout sports events.

Competences: Business and Financial Management Competence, Marketing Competence

Content

Theme 1. Basics of sponsorship

Theme 2. The stakeholders of the sport sponsorship

Theme 3. Activation for Sport sponsorship

Theme 4. Sport sponsorship, corporate hospitality and events

Qualifications

completed Principles of Marketing and Sales study unit or acquired equivalent competence

- required competence:
• You know the principles of marketing and understand modern marketing thinking.
• You know the tasks related to marketing in a company, target group thinking and factors influencing consumer
behaviour.
• You understand the role of marketing as a success factor of a company and can make justified choices of marketing
tools in different business situations.
• You understand the marketing mix and responsible marketing practices.
• You are able to identify the stages of sales process and are able describe the factors affecting the sales
effectiveness.
• You are able to put marketing and sales theories into practice

Assessment criteria, satisfactory (1)

Level 1
You recognize principles of sport sponsorship.
You can name key sponsorship stakeholders within the sports industry.
You recognize four types of activation: brand, business, internal and fan/external.
You are able to illustrate case studies throughout sports events

Level 2
You understand principles of sport sponsorship.
You know key sponsorship stakeholders within the sports industry.
You understand four types of activation: brand, business, internal and fan/external.
You interpret case studies throughout sports events.

Assessment criteria, good (3)

Level 3
You are able to take principles of sport sponsorship into account.
You understand key sponsor-ship stakeholders within the sports industry.
You are able to take four types of activation: brand, business, internal and fan/external into account.
You compare case studies throughout sports events.

Level 4
You are able to take sport sponsorship into account and justify decisions.
You have a command of key sponsorship stake-holders within the sports industry.
You are able to take four types of activation: brand, business, internal and fan/external into account and justify decisions.
You command case studies throughout sports events.

Assessment criteria, excellent (5)

Level 5
You are able to apply sport sponsorship and justify and analyze decisions.
You have a command of key sponsorship stake-holders within the sports industry as a whole.
You are able to apply four types of activation: brand, business, internal and fan/external into account and justify and analyze decisions.
You command case studies throughout sports events as a whole.