Sponsorship and Event Marketing

The American Business School Paris

Course Description

  • Course Name

    Sponsorship and Event Marketing

  • Host University

    The American Business School Paris

  • Location

    Paris, France

  • Area of Study

    Event Management, Marketing

  • Language Level

    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.

    Hours & Credits

  • US Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    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 :
    • 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.
    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.
    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. purposes
    2. Construct a strategic marketing & P.R. plan for the event
    3. Create sponsorship deals
    4. Deal with logistics, risks, environmental impact
    5. Effectively communicate and present their event project
    20% Term Project
    20% Case Studies & other assignments
    15% Participation
    20% Midterm Exam
    25% Final Exam
    Session 1
    Chapter 1&2
    The syllabus and requirements. An Introduction to Events, What is Retailtainment, Event & Experiential Marketing?
    Session 2
    Chapter 3
    The Event Business Supply and Suppliers
    Session 3
    Chapter 4
    Implications & Impacts of Events
    Session 4
    Chapter 5
    Planning an Event & Sponsorship
    Session 5
    Chapter 6
    Sports Participants/Spectators & Sponsorship
    Session 6
    Chapter 7
    Sponsorship bis, Event Logistics & Supplies
    Session 7
    Mid-Term Exam
    Political Marketing Fundraising, celebrity involvement
    Session 8
    Chapter 8
    Event Marketing & Public Relations
    Session 9
    Chapter 9
    Risk Management and Legal Obligations
    Session 10
    Chapter 10
    Event Project Management
    Session 11
    Chapter 11 & 12
    Organization during the Event, Close down, Post Evaluation
    Session 12
    Final Exam
    Final Presentations

Course Disclaimer

Courses and course hours of instruction are subject to change.


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