Inhalt

Abstract:

Students will learn about the state of the art of sponsorship in the following areas: sports, arts and culture, science and education, as well as social and ecological causes. Sponsorship involves a fee paid to a sponsored entity in return for associations with that property, which the sponsor can make use of. In online lectures and exercises, students will learn the key principles of managing sponsorship and how to link sponsorship to both strategic marketing and the marketing-mix instruments.

The lectures deal with sponsorship in research and practice. Students will learn how to situate sponsorship within theory, how important sponsorship outcomes can be explained, and how sponsorship can be leveraged and activated best. Throughout the course, students will be required to hand in exercises. The exercises deal with sponsorship cases and will help students make decisions that maximize sponsorship outcomes (e.g., brand awareness, esprit de corps among employees, sales, investor engagement). The outcomes concern various stakeholders, such as (potential) customers, employees, investors, and the public.

Gliederung:

0. Welcome and Introduction to Sponsorship
1. Sponsorship Strategy
2. Theorizing Sponsorship
3. Sponsorship Effects
4. Sponsorship Leveraging
5. Measurement and Controlling in Sponsorship
6. Creating Sponsorship Portfolios
7. Finding the Right Sponsors
8. Beware of Ambushers
9. Conclusion

Detaillierter Inhalt:

Content:

The course has ten units. After defining sponsorship and sponsorship-linked marketing, sponsorship strategy will be outlined. Next, theories that can be applied to sponsorship will be described. The mechanisms of how sponsorship recipients process sponsorship messages will be explained, and the roles of leveraging and activation for increasing sponsorship effects will be discussed. Measurement and controlling tools will be presented. Taking the perspective of both sponsors and sponsored entities, the successful search for partners will be described. Lastly, ambush marketing is covered; tools that protect sponsors will be presented. The course concludes by giving an outlook into future trends of sponsorship research and practice.

Learning goals:

At the end of the module students remember and understand the characteristics of different types of sponsorship (sports, arts and culture, science and education, as well as social and ecological causes) and trends within sponsorship research and practice. Also, students can link sponsorship to both strategic marketing management and the marketing-mix instruments. They understand why, and how, organizations engage in sponsorship, and they can analyze the mechanisms of how sponsorship recipients process sponsorship messages. Furthermore, students can evaluate whether sponsorship outcomes have been reached or not (working with cases). They can develop sponsorship portfolios and give recommendations on how sponsors protect themselves against ambushers.

Lern-/Qualifikationsziele:

-

Lehrveranstaltungstyp:

Virtuelle Vorlesung

Interaktionsformen mit Betreuer/in:

E-Mail, Übungsaufgaben

Interaktionsformen mit Mitlernenden:

E-Mail, Forum

Kursdemo:

zur Kursdemo

Nutzung

Kurs ist konzipiert für:

Technische Universität München: Sport and Exercise Science (M.Sc.)

Technische Hochschule Nürnberg (GSO): International Marketing (M.A.)

Technische Hochschule Würzburg-Schweinfurt: Allgemeinwissenschaftliches Fach (B.Eng./B.Sc.)

Universität Bayreuth: Medienkultur und Medienwirtschaft (M.A.)

Formale Voraussetzungen:

Registration at the Virtuelle Hochschule Bayern's (vhb) CLASSIC vhb portal and timely enrolment for the course

Erforderliche Vorkenntnisse:

none

Hinweise zur Nutzung:

-

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

Course examination

Art der Prüfung:

schriftlicher Leistungsnachweis (Klausur)

Bemerkung:

–

Prüfer:

Prof. Dr. Jörg Königstorfer

Prüfungsanmeldung erforderlich:

ja

Anmeldeverfahren:

Exam registration via TUMonline (TUM students) or via email (students from other universities); more information will be given in the course.

Prüfungsanmeldefrist:

–

Prüfungsabmeldefrist:

–

Kapazität:

–

Prüfungsdatum:

–

Prüfungszeitraum:

–

Prüfungsdauer:

90 Minuten

Prüfungsort:

TU München, TH Nürnberg, TH Würzburg-Schweinfurt and upon agreement at other universities

Zuständiges Prüfungsamt:

Examination office of the students' home university

Zugelassene Hilfsmittel:

Non-programmable calculator, non-electronic bilingual dictionary

Formale Voraussetzungen für die Prüfungsteilnahme:

Completing all exercises

Inhaltliche Voraussetzungen für die Prüfungsteilnahme:

Course content

Zertifikat:

Ja (Certificate (graded))

Anerkennung:

–