Event Marketing and Sponsorship

Griffith University

Course Description

  • Course Name

    Event Marketing and Sponsorship

  • Host University

    Griffith University

  • Location

    Gold Coast, Australia

  • Area of Study

    Hospitality and Tourism 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

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Course Description
    The course is designed to provide students with a comprehensive coverage of events and sponsorship strategies. This course will first expose students to basic principles of motivation for participants and spectators to develop the ability to apply broad principles underlying why consumers attend events across a variety of contexts and situations. Students will then utilise this knowledge on motivation to develop a marketing plan, as well as a customised sponsorship proposal, on behalf of a designated event organisation.

    Course Introduction
    Event Marketing & Sponsorship introduces students to the marketing skills and knowledge necessary to organise and manage a special event. The course focuses on the marketing management aspects of running special events including elements of marketing communication and new media technologies, market research, participant and spectator motivation, and sponsorship development and implementation. Theoretical and conceptual marketing and consumer behaviour frameworks as they relate to special events are explored using case study examples and field analysis.

    Course Aims
    This course will apply basic and advanced principles of marketing and sponsorship to the event and related industries. The course provides undergraduate students with the skills and competencies to: a) understand why consumers attend events to participate and/or watch and b) use this knowledge to develop a promotion plan with an embedded sponsorship proposal to attract a corporate sponsor.
    Learning Outcomes
    After successfully completing this course you should be able to:
    1 Identify key reasons individuals participate in and attend events
    2 Evaluate the implications of consumer behaviour for marketing events
    3 Articulate knowledge of the development and management of event sponsorships
    4 Create a promotion plan and sponsorship proposal
    5 Demonstrate generic skills related to effective written and interpersonal communication, information literacy, problem solving, critical evaluation, working autonomously, and creativity and innovation.

    Assessment Task


    Exam - selected and constructed responses
    Exam 1*


    Assignment - Written Assignment
    Event Promotion Plan


    Assignment - Written Assignment
    Event Sponsorship Proposal


    Exam - selected and constructed responses
    Final Exam


Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.