Sponsorship and Event Marketing
The American Business School Paris
Area of Study
Event Management, Marketing
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
OverviewCOURSE DESCRIPTION:The course is structured on "thematic" sessions, in that each session is based around a particular group of subjects that follow a theme. Each of the individual subject areas are supported by case study exercises. The course approach is based on resolving issues :
COURSE OBJECTIVES:To provide the students with a practical framework of the strategic marketing process that can be applied to event marketing and the role of sponsorship whether in the sports, tourism, entertainment, business, or political sectors.EXPECTED LEARNING OUTCOMES:Upon completion of this course, students should have a solid grasp of how to:1. Design, plan, and stage an event for promotional, fundraising, sports, etc. purposes2. Construct a strategic marketing & P.R. plan for the event3. Create sponsorship deals4. Deal with logistics, risks, environmental impact5. Effectively communicate and present their event projectEVALUATIONS:20% Term Project20% Case Studies & other assignments15% Participation20% Midterm Exam25% Final ExamCOURSE SCHEDULESession 1Chapter 1&2The syllabus and requirements. An Introduction to Events, What is Retailtainment, Event & Experiential Marketing?Session 2Chapter 3The Event Business Supply and SuppliersSession 3Chapter 4Implications & Impacts of EventsSession 4Chapter 5Planning an Event & SponsorshipSession 5Chapter 6Sports Participants/Spectators & SponsorshipSession 6Chapter 7Sponsorship bis, Event Logistics & SuppliesSession 7Mid-Term ExamPolitical Marketing Fundraising, celebrity involvementSession 8Chapter 8Event Marketing & Public RelationsSession 9Chapter 9Risk Management and Legal ObligationsSession 10Chapter 10Event Project ManagementSession 11Chapter 11 & 12Organization during the Event, Close down, Post EvaluationSession 12Final ExamFinal Presentations
- A knowledge transfer segment covering a specific topic. The topic is then integrated with the case study coverage in the same period. Each segment concentrates on the key principles, techniques and vocabulary related to that topic. The range of topics is detailed below.
- The learning-by-doing segment, a case study and other practical exercises undertaken in teams that are designed to promote a general awareness of the subject and to develop the student?s presentation skills.
Courses and course hours of instruction are subject to change.