BA (Hons) Advertising BA (Hons) Marketing Communications BA (Hons) Public Relations Level H option

Corporate Sponsorship

Unit Guide 2013-14

Unit leader: Dr Yue Meng-Lewis Room W413 (01202)965275 ymeng@bournemouth.ac.uk Unit tutor: Dr Tasos Theofilou Room W429 (01202)961392 atheofilou@bournemouth.ac.uk

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Contents

Definitive Unit Information 3

Recommended Texts & Additional References 5

Lecture and Seminar Programme 6

Recommended Reading Week-By-Week 7

Assignments and Marking Criteria 13

1. Individual Assignment 13

2. Group Assignment 16

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Definitive Information for Corporate Sponsorship

HOURS Student study hours: 8 hours per week (minimum) x 16 weeks (128 hours minimum) Class contact: 4 hours per week; 2 lectures and 2 weekly seminars UNIT LEADER Dr Yue Meng-Lewis Office:W413 Telephone: 01202 965275 E-mail: ymeng@bournemouth.ac.uk UNIT TUTOR Dr Tasos Theofilou Office: W429 Telephone: 01202 961392 E-mail: atheofilou@bournemouth.ac.uk Introduction Welcome to the Corporate Sponsorship unit. The unit provides an insight into the growing areas of sponsorship from both an academic and a practitioner's perspective. It will draw upon materials from relevant texts, practitioner based articles and case material. In addition, journal articles will be considered which debate the relevance of alternative forms of sponsorship activity. The module will adopt a strategic view to the areas as well as a more practical applied tactical approach. AIMS The aim of this unit is to enable students to analyse the growing importance of corporate sponsorship as a marketing communication tool, understand how sponsorship might work, evaluate approaches in assessing sponsorship effectiveness, and develop a critical understanding of using relevant marketing activities to leverage the sponsorship outcomes. INTENDED LEARNING OUTCOMES Having completed this unit, the student is expected to: 1. Comprehend the different definitions of sponsorship and identify corporate sponsorship objectives. 2. Examine the development of sponsorship as a fully integrated marketing communications channel. 3. Understand the corporate sponsorship decision-making process. 4. Appreciate the variety and different forms of sponsorship activities. 5. Critically evaluate the effectiveness of sponsorship programmes. 6. Consider contemporary and ethical issues in sponsorship.

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INDICATIVE CONTENT

History and growth of sponsorship

Impact on marketing communications and marketing strategy

Sponsorship decision making process

Event marketing and sponsorship

Sports and arts sponsorship

Globalization of event sponsorship

Ambush marketing

Linking sponsorship and cause related marketing

Measuring sponsorship effectiveness

Endorsement and celebrity endorser LEARNING AND TEACHING METHODS This unit will employ a variety of learning and teaching methods. Lectures, student-led seminars and practical workshops will draw on analysis of theory and practice through case studies, non-assessed group activities. These learning and teaching vehicles will, in combination with the formal assessment of the unit, enable the students to meet the intended learning outcomes. Tutorials will also be held if and where appropriate. ASSESSMENT Summative Assessment ILOs 1-6 will be assessed by 100% coursework. Indicative Assessment Typically, the coursework for this unit will comprise of two elements. An individual assignment and a group assignment followed by a presentation. Formative Assessment Seminar discussion, pilot work and tutorials (if and where appropriate) will contribute formatively to all learning outcomes. Summative assessment of the learning outcomes will take the form of two pieces of coursework: Individual assignment : 50% of the total unit mark Group assignment + presentation: 50% of the total unit mark

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Key reference texts

Lagae, W. (2003) Sports Sponsorship and Marketing Communications: A European Perspective. Essex: Pearson Education

Beech, J. and Chadwick, S. (2013) The Business of Sport Management. 2nd Edition, London: Pearson Education

Skinner, B. E. (2003) Event Sponsorship. Hoboken, NJ: Wiley

Shank, M. D. (2009) Sports Marketing: A Strategic Perspective. 4th Edition. Upper Saddle River, N.J.: Pearson Prentice Hall

Masterman, Guy; Wood, Emma H. (2006), Innovative Marketing Communications: Strategies for the Events Industry. (E-book) Elsevier Science & Technology.

Fill, C. (2009). Marketing Communications: Interactivity, Communities and Content. 5th Edition. Harlow, England; New York: Prentice Hall/ Financial Times

Amis J. & Cornwell T.B., 2005. Global Sport Sponsorship. Oxford: Berg/ Oxford International Publishers Ltd.

Journals European Journal of Marketing Journal of Advertising Psychology & Marketing Journal of Advertising Journal of Advertising Research International Journal of Advertising Journal of Marketing Communications Journal of Services Marketing International Journal of Sport Marketing and Sponsorship Journal of Sport Management Journal of Sponsorship Sport Marketing Quarterly Web-based resources www.sportbusiness.com www.hollis-sponsorship.com www.sponsorship.com

Business Source Complete Communication & Mass Media Complete World Advertising Research Centre (WARC) Factiva PressDaily

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Corporate Sponsorship Programme Note: Lecture A Tuesday @ 10:00 Lawrence LT in Oct, then @ Stevenson LT every week Lecture B Tuesday @ 14:00 K101 on 1st Oct, then @ Barnes every week

Week Dates Topic Lecturer Seminar

1 w/c 30/09/2013

A & B - History and nature of sponsorship

A & B Yue Meng-Lewis

Class discussion: Yue

2 w/c 07/10/2013

A & B Social aspects of sponsorship

A & B Tasos Theofilou

Assignment Brief 1 : Tasos

3 w/c 14/10/2013

A Arts sponsorship guest lecture B Celebrity endorsement guest lecture

A Lorna Rees B Peter Fairchild

Case studies Yue

4 w/c 21/10/2013

A Endorsement and celebrity endorser B Sponsorship management process

A &B Yue Meng-Lewis

Assignment 1 Yue

5 w/c 28/10/2013

A Sport sponsorship B - Assignment 1 discussion

A & B Tasos Theofilou

Student led presentations of your chosen celebrity Yue

6 w/c 04/11/2013

Reading week

7 w/c 11/11/2013

A Legal & Ethical considerations for sponsorship B Ambush marketing guest lecture

A Yue Meng-Lewis B Lingling Wei

Assignment Brief 2: Yue

8 w/c 18/11/2013

A Sponsorship and Strategy B Sponsorship & Cause-related marketing

A & B - Yue Meng-Lewis

Quantitative Research and Sponsorship Tasos

9 w/c 25/11/2013

A Sponsorship and internal relations B Assignment 2 discussion

A & B Tasos Theofilou

Quantitative Research and Sponsorship Tasos

10 w/c 02/12/2013

A Relationship Building B Assignment 2 discussion

A & B Tasos Theofilou

Quantitative Research and Sponsorship Tasos

11 w/c 09/12/2013

A & B Crisis management and sponsorship

A & B Tasos Theofilou

Tutorials Tasos

12 w/c 06/01/2014

Projects & Tutorials

13 w/c 13/01/2014

Group presentations

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Recommended Reading Week-By-Week

You are mainly expected to search for additional literature that you find particularly interesting or relevant to the lecture topic, your needs and experiences. The following is only a brief list of recommended references for each of the lectures... you do not have read all of the suggested readings (even though it is highly recommended). Week 1 W/C Sep 30 Lecture A & B - Nature and History of sponsorship

Erdogan, B. Zafer, and Philip J. Kitchen. (1998) Managerial mindsets and the symbiotic relationship between sponsorship and advertising. Marketing Intelligence & Planning 16(6), 369-374.

Meenaghan, T. (1991). Sponsorshiplegitimising the medium. European Journal of Marketing, 25(11), 5-10.

Mennaghan, J. A. (1991). The role of sponsorship in the marketing communications mix. International Journal of Advertising, 10(1), 35-47.

Week 2 W/C Oct 07 Lecture A& B Social aspects of sponsorship

Amis J. & Cornwell T.B., 2005. Global Sport Sponsorship. Oxford: Berg.

Ashforth E. Blake and Mael F., 1989. Social Identity Theory and the Organization. The Academy of Management Review, 14 (1), 20-39

Gwinner, K., 1997. A Model of Image Creation and Image Transfer in Event Sponsorship. International Marketing Review, 14 (3), 145-158

Gwinner, P.K. and Eaton, J., 1999. Building Brand Image Through Event Sponsorship: The Role of Image Transfer. Journal of Advertising, 28 (4), 47-57

Fisher, J.R. and Wakefield, K. (1998) Factors Leading to Group Identification: A Field Study of Winners and Losers. Psychology & Marketing, 15 (1), 24-40

Week 3 W/C Oct 14

Lecture A Arts sponsorship

OHagan, J. & Harvey, D. (2000). Why do companies sponsor arts events? Some evidence and a proposed classification. Journal of Cultural Economics, 24, 3, 205-224.

OReilly, D. & Kerrigan, F. (2010). Marketing the Arts: A Fresh Approach. Routledge

Quester, P. G., & Thompson, B. (2001) Advertising and promotion leverage on arts sponsorship effectiveness, Journal of Advertising Research, 41 (1):33-47.

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Sylvestre, C.M., & Moutinho, L. (2007), Leveraging associations: the promotion of cultural sponsorships. Journal of Promotion Management, 13(3-4), 281-303.

Week 4 W/C Oct 21 Lecture A - Endorsement and celebrity endorser

Erdogan, B.Z. (2010). Celebrity endorsement: A literature review. Journal of Marketing Management, 15, 4, 291-314.

Kamins, M. A. (1990) An investigation into the match-up hypothesis in celebrity advertising, Journal of Advertising, 19, 11, 4-13

Lynch, J.& Schuler, D. (1994) The match-up effect of spokesperson and product congruency: A schema theory interpretation, Psychology and Marketing, 11, 5, 417-445

McCracken, G. (1989) Who is the celebrity endorser? Cultural foundations of the endorsement process, Journal of Consumer Research, 16, 3, 310-321

Thwaites, D., B. Lowe, et al. (2012). The Impact of Negative Publicity on Celebrity Ad Endorsements, Psychology & Marketing, 29, 9, 663-673.

Lecture B The sponsorship management process

Abratt, R., Clayton, B.C., & Pitt, L.F. (1987), Corporate objectives in sport sponsorship, International Journal of Advertising, 6, 299-311.

Alexandris, K. & Tsiotsou, R. H. (2012), Testing a Hierarchy of Effects Model of Sponsorship Effectiveness, Journal of Sport Management, 26, 363-378.

Cornwell, T.B., & Maignan, I. (1998), An international review of sponsorship research, Journal of Advertising, 27(1), 1-21.

Groza, M. D., Cobbs, J., & Schaefers, T. (2012), Managing a sponsored brand, International Journal of Advertising, 31, 63-84.

Irwin, R. L. and Asimakopoulos, M. K. (1992). An approach to the evaluation and selection of sport sponsorship proposals. Sport Marketing Quarterly, 1, 4351

Irwin, R.L., Asimakopoulas, M.K., & Sutton W.A. (1994). A model for screening sport sponsorship proposals. Journal of Promotion Management, 2(3/4), 53-

Lardinoit, T., & Derbaix, C., (2001), Sponsorship and recall of sponsors, Psychology & Marketing, 18(2), 167-190.

Mazodier, M. & Merunka, D., (2012), Achieving brand loyalty through sponsorship: The role of fit and self-congruity, Journal of the Academy of Marketing Science, 40, 807-820.

Roy, D.P., & Cornwell, T.B. (2004), The effect of consumer knowledge on responses to event sponsorships, Psychology & Marketing, 21(3), 185-207.

Tripodi, J.A., & Hirons, M. (2009), Sponsorship leveraging case studies Sydney 2000 Olympic Games, Journal of Promotion Management, 15, 118-136.

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Woisetschlager, D.M. & Michaelis, M. (2012), Sponsorship congruence and brand image: A pre-post event analysis, European Journal of Marketing, 46, 509-523.

Zdravkovic, S., & Till, B. D. (2012), Enhancing brand image via sponsorship, International Journal of Advertising, 31, 113-132.

Week 5 W/C Oct 28 Lecture A Sports sponsorship

Gwinner, P.K and Swanson, R.S. (2003) A model of fan identification: antecedents and sponsorship outcomes. Journal of Services Marketing, 17 (3), 275 294

Amis J. & Cornwell T.B., 2005. Global Sport Sponsorship. Oxford: Berg/ Oxford International Publishers Ltd.

Shank, M. D. (2009) Sports Marketing: A Strategic Perspective. 4th Edition. Upper Saddle River, N.J.: Pearson Prentice Hall

Week 6 W/C Nov 04 Reading week

Week 7 W/C Nov 11 Lecture A & B Legal & Ethical considerations for sponsorship Ambush marketing

Chadwick, S. & Burton, N. (2011). "The evolving sophistication of ambush marketing: A typology of strategies." Thunderbird International Business Review, 53(6): 709-719.

Crow, D., & Hoek, J. (2003), Ambush marketing: A critical review and some practical advice, Marketing Bulletin, 14.

Farrelly, F.J., Quester, P.G. and Greyser, S.A. (2005), Defending the co-branding benefits of sponsorship B2B partnerships: the case of ambush marketing, Journal of Advertising Research, 45, 3, pp. 339-48.

Hartland, T. & Williams-Burnett, N. (2012). Protecting the Olympic brand: winners and losers. Journal of Strategic Marketing, 20(1), 69-82.

Hoek, J.A, & Gendall, P. (2002), Ambush marketing: More than just a commercial irritant? Entertainment Law, 1(2), 72-91.

Mazodier, M., Quester, P. and Chandon, J. (2012),"Unmasking the ambushers: conceptual framework and empirical evidence", European Journal of Marketing, 46, 1, 192 - 214

Meenaghan, T. (1994) Point of view: ambush marketing: immoral or imaginative practice? Journal of Advertising Research 34(5), 77-88.

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Meenaghan, T. (1996) Ambush Marketing A Threat to Corporate Sponsorship. Sloan Management Review. 38, 1, 103113

O'Sullivan, P. and Murphy, P. (1998). Ambush marketing: The ethical issues. Psychology & Marketing, 15, 4, 349-366.

Payne, M. (1998). Ambush Marketing: The Undeserved Advantage. Psychology & Marketing, 15(4), 323-331.

Pitt, L., Parent, M., et al. (2010). Event sponsorship and ambush marketing: Lessons from the Beijing Olympics. Business Horizons 53(3), 281-290.

Sandler, D. M., & Shani, D. (1989). Olympic sponsorship vs. Ambush marketing: Who gets the gold? Journal of Advertising Research, 29(4), 9-14.

Shani, D., & Sandler, D.M. (1998), Ambush marketing: Is confusion to blame for the flickering of the flame? Psychology & Marketing, 15(4), 367-383.

Shani, D., & Sandler, D.M. (1999), Counter attack: Heading off ambush marketers, Sports Marketing, 18(1), 10-21

Week 8 W/C Nov 18 Lecture A Sponsorship and strategy

Amis, J., Pant, N., & Slack, T. (1997). Achieving a sustainable competitive advantage: A resource-based view of sport sponsorship. Journal of Sport Management, 11, (1), 80-85.

Amis, J and Slack, T. (1999), Sport sponsorship as distinctive competence. European Journal of Marketing. 33 (3/4), 250-272.

Arthur, D., Scott, D., Woods, T. & Booker, R. (1998). Sport sponsorship shouldA process model for the effective implementation and management of sport sponsorship programmes. Sport Marketing Quarterly, 7(4), 49-59.

Chadwick, S. and Thwaites, D., (2006) Distinguishing between Short-term and Long-term Commitment in Football Shirt Sponsorship Programmes: Towards a Matrix of Management Implications. International Journal of Sports Marketing and Sponsorship, 7, pp.163-177.

Chadwick, S. and Thwaites, D. (2004), Advances in the management of sport sponsorship: fact or fiction? Evidence from English professional soccer. Journal of General Management 30, 1, 39-60.

Chadwick, S.; Thwaites, D., (2005) Managing Sport Sponsorship Programs-Lessons from a Critical Assessment of English Soccer. Journal of Advertising Research, 45, 328-338,

Cornwell, T.B. (2008), State of the Art and Science in Sponsorship-Linked Marketing. Journal of Advertising 37(3) 41-56.

Farrelly, F.J. and Quester, P.G.(2005). Examining important relationship quality constructs of the focal sponsorship exchange. Industrial Marketing Management. 34 (3)

Farrelly, F. and Quester, P. (2003). The effects of market orientation on trust and commitment. The case of the sponsorship business to business relationship. European Journal of Marketing. 37 (3/4).

Morgan, R.M. and S. Hunt, The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing 58 (July, 1994): 20-38.

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Miles, L. (2001), Successful Sport Sponsorship: Lessons From Association Football-The Role of Research, International Journal of Sports Marketing and Sponsorship, 2 (4), 357-369.

Thompson, B. (2003), An examination of sponsorship as a strategic relationship, Proceedings of the Academy of Marketing Annual Conference, Birmingham: Aston Business School, July.

Tripodi, J.A. (2001), Sponsorship-A Confirmed Weapon in the Promotional Armoury, International Journal of Sports Marketing and Sponsorship, vol. 3, (1), 95-116.

Walraven, M., Koning, R. H. & Van Bottenburg, M. (2012), The effects of sports sponsorship: A review and research agenda. Marketing Review, 12, 17-38.

Yang, X., Sparks, R., & Li, M. (2008), Sports sponsorship as a strategic investment in China: perceived risks and benefits by corporate sponsors prior to the Beijing 2008 Olympics, International Journal of Sports Marketing & Sponsorship, 10(1), 63-78.

Zdravkovic, S. & Till, B. D. (2012), Enhancing brand image via sponsorship. International Journal of Advertising, 31, 113-132.

Lecture B Sponsorship and Cause-related marketing

Chang, C. (2012), The effectiveness of advertising that leverages sponsorship and cause related marketing: A contingency model. International Journal of Advertising, 31, 317-338.

Week 9 W/C Nov 25 Lecture A Sponsorship and internal relations

Welch, M. (2012). Appropriateness and acceptability: Employee perspectives of internal communication, Public Relations Review, 38 (2), 246254.

White, C., Vanc, A., & Stafford, G. (2010). Internal communication, information satisfaction, and sense of community: The effect of personal influence. Journal of Public Relations Research, 22 (1), 6584.

Burk, J. (1994). Training MNC Employees as Cultural Sensitive Boundary Spanners. Public Relations Quarterly, 39 (2), 40-44

Morgan, R., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58 (3), 20-38.

Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7 (2), 159-186.

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Week 10 W/C Dec 02 Lecture A Relationship Building

Fisher, J. R., & Wakefield, K. (1998). Factors leading to group identification: A field study of winners and losers. Psychology & Marketing, 15 (1), 24-40.

Grunig, J. E., & Huang, Y. H. (2000). From organizational effectiveness to relationship indicators: Antecedents of relationships, public relations strategies, and relationship outcomes. In Ledingham J. A., & Bruning S. D. (Eds.), Public relations as relationship management: A relational approach to the study and practice of public relations (pp. 2353). Mahwah, NJ: Lawrence Erlbaum.

Hallahan, K. (2000a). Inactive publics: The forgotten publics in public relations, Public Relations Review, 26 (4), 499-515.

Hon, L. C., & Grunig, J. E. (1999). Measuring relationships in public relations. Gainesville, FL: Institute for Public Relations.

Huang, Y. H. (2001). Value of public relations: effects on organization-public relationships mediating conflict resolution. Journal of Public Relations Research, 13(4), 265-301.

Ledingham, J. A., & Bruning, S. D. (2000). (Eds.), Public relations as relationship management: A relational approach to the study and practice of public relations, Mahwah, NJ: Lawrence Erlbaum.

Maignan, I., & Ferrell, O. C. (2001). Corporate citizenship as a marketing instrument: concepts, evidence and research directions. European Journal of Marketing, 35 (3/4), 455-469.

Week 11 W/C Dec 09 Lecture A Crisis management and sponsorship

Coombs, W.T. (2007) Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10 (3), 163176

Coombs, W.T. (1999) Information and compassion in crisis responses: a test of their effects. Journal of Public Relations Research, 11 (2), 125-142

Gundel, S. (2005) Towards a new typology of crises. Journal of Contingencies and Crisis Management, 13 (3), 106-115

Week 12 W/C Jan 06 Tutorials Week 13 W/C Jan 13 Hand-in deadline & Presentation

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Assignments and Marking Criteria

Assignment 1: Individual Assignment

The Media School

Coursework Assignment Brief

2013-14

Programme Title: BAAM, BAPR, BAMAR Level H

Unit Title : Corporate Sponsorship

Title of Brief: Celebrity endorsement

This assignment is a sub element of coursework worth 50% of the overall unit mark

THE BRIEF INDIVIDUAL ASSIGNMENT

Your task is to investigate from a media perspective a celebrity crisis by using content analysis. Tutors will advise you on picking a celebrity which has experienced over the last few years a crisis and follow the stories written about him/her in the news. You will be examining the case by following the story as presented by specific media sources. The timeframe which will be explored starts one week before of the initial date that the crisis is reported and ends three weeks after the crisis is reported for the first time (i.e. four week in total). Having undertaken content analysis you are then asked to think as the rep of an organization endorsing the under crisis celebrity and make the following recommendations: a) was the celebrity a good fit in the first place (prior to crisis) and why? b) What would you advice the endorser to do during the crisis and why?, c) is the celebrity worth supporting after the crisis or should the organization drop the endorsement and why? Criteria

Quality of Argument/Content regarding suitability of celebrity prior to crisis (25%)

Evidence of research, reading and source materials appropriate to the theme

Celebritys personal attributes (and importance of these attributes) Celebritys role in domain of expertise Stakeholders approached

Note: In a sentence: is the celebrity a good fit in the first place

Quality of Argument during crisis (25%)

Appropriateness of strategy and discussion of (a) possible limitations of situation and b) stakeholders)

Evidence of research (breadth and originality of sources)

Advice on use of appropriate tools (newsletter, emails, databases etc) Note: In a sentence: What would you advice the endorser to do?

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Quality of recommendations made after crisis (25%)

Effects of crisis on stakeholders

Effects of crisis on endorser and endorsee

Level of secondary (and primary, if appropriate) research undertaken

Extent to which research has informed the recommendations in the project Quality of content analysis (15%)

Development of instrument

Quality of data collected

Interpretation of data Structure and presentation (10%)

Clarity and coherence of project

Extent of systematic development of ideas, issues and content in logical order

Use of headings and sub-headings

Extent to which work is easy to follow and authoritative

Professional writing style and appearance

Spelling and grammar

Appropriate use of reference and citations procedures (Harvard-style)

SUBMISSION DETAILS

The assignment will not exceed the 2,500 words excluding headings, subheadings, cover page, reference list and appendices.

DEADLINE

Hand-in date: 18/11/13 through admin office.

Time: 12.00 noon

One hard copy and an electronic copy must be included.

Your feedback and mark for this assignment will be provided by the 09th

December 2013

HELP AND SUPPORT Among other activities seminars on w/c 21/10/13 are scheduled to handle any questions arising from this assignment brief.

You must acknowledge your source every time you refer to others work, using the Harvard Referencing system (Author Date Method). Failure to do so amounts to plagiarism which is against University regulations. Please refer to www.bournemouth.ac.uk/library for the Universitys guide to citation in the Harvard style.

Students with Additional Learning Needs may contact Learning Support on www.bournemouth.ac.uk/disability_support.

General academic support is available via the Academic Skills community on myBU.

Additional support is provided by the School. International postgraduate students should contact Sue Court, all other undergraduate and postgraduate students should contact Marian Mayer via Christine Clack, to make an appointment. They are both based in W218.

If you have any valid mitigating circumstances that mean you cannot meet an assignment submission deadline and you wish to request an extension, you will need to complete and submit the Mitigating Circumstances Form for consideration to your Programme/Framework Administrator together with appropriate supporting evidence (e.g., GP note) normally before the coursework deadline. Further details on the procedure and the mitigating circumstances form can be found at www.bournemouth.ac.uk/student/mitigating.

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Please make sure you read these documents carefully before submitting anything for consideration.

Disclaimer: The information provided in this assignment brief is correct at time of publication. In the unlikely event that any changes are deemed necessary, they will be communicated clearly via e-mail and myBU and a new version of this assignment brief will be circulated.

Version: 1

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Assignments and Marking Criteria

Assignment 2: Group Assignment plus presentation

The Media School

Coursework Assignment Brief

2013-14

Programme Title: BAAM, BAPR, BAMAR Level H

Unit Title : Corporate Sponsorship

Title of Brief: Effectiveness of sponsorship a case study

This assignment is a sub element of coursework worth 50% of the overall unit mark

THE BRIEF In groups of 4 or 5, firstly, choose a sponsorship that is of interest to you and register this with Dr. Yue Meng-Lewis and Dr. Tasos Theofilou.

No duplication will be allowed and requests will be dealt with on a first come first served basis. You may choose any form of sponsorship, for example, sport, arts, broadcast, social etc., but not endorsement by a celebrity.

In making a choice please ensure that you can obtain sufficient information about the sponsorship to address the brief in full.

Then: CRITICALLY EVALUATE THE EFFECTIVENESS OF YOUR CHOSEN SPONSORSHIP FROM THE SPONSORS PERSPECTIVE

In addressing the brief you may wish to consider a broad range of issues which fall within the general areas of selection, implementation, evaluation and management. Many of these issues will have been addressed in the lecture/class program, associated readings and by guest speakers.

Students will be expected to illustrate a knowledge and understanding of the literature relating to sponsorship and the ability to apply it to a practical situation by way of critical analysis and evaluation.

Assignment HintsSponsorship

Based on the material that has been accumulated from a variety of sources: tutor- driven discussions, class case material, handouts, journal articles, formal lectures, guest speakers and importantly your own additional literature search, you need to develop a check list of the steps and procedures (in logical sequence) that contribute to an effective sponsorship. This should be related to the specific form of sponsorship you have chosen. This framework will give you a guide as to the sort of material you need to collect about your company. This will then be written into a case study. In essence all you need to do then is to

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match the two together and analyse the results. While it is unlikely you will be able to generate information on every issue that contributes to an effective sponsorship, you must ensure you have sufficient material to cover the majority of issues, particularly the more important ones. It is not expected that you will approach the company, although if you do, please do this in a professional manner, be knowledgeable about the sponsorship and have clear and focused questions. If you cannot accumulate sufficient information you must ask yourself whether an alternative case is needed. In the event you need to change try to salvage as much of your earlier work as possible. For example, if you had planned to do Red Bull and The World Triathlon Championships and it has not worked, see if you can find another Red Bull sponsorship where more information is available. This way you retain some of the knowledge base you have developed. IMPORTANT This assignment is information driven and a failure to obtain information will severely limit your scope for subsequent analysis. Do not leave it too late before trying to obtain information. Divide your group and have several activities running together. Marking Criteria:

1.Information search 20% Quality of primary research; Quality of secondary research; Quality of supporting materials.

2.Critical analysis 30% Choice of appropriate theoretical framework; Integration of theory and primary/secondary evidence with analysis.

3.Quality of the check list 10% Whether the steps and procedures are in logical sequence; Whether it is related to the specific form of sponsorship you have chosen.

4.Limitations & recommendations

10% Reflection on the research limitations; Practical recommendations for future sponsorship programmes from the sponsors perspective.

5.Structure and presentation of the case study

10% Appropriate structure and organisation; Clear presentation of tables and figures; Coherent flow of argument with professional style; Correct spelling, grammar and punctuation throughout; Correctly use of Harvard referencing.

6.Presentation skills 20% Quality of presentation and supporting materials; Teamwork - smooth handovers, synergy of content, Divided workload equally amongst presenters; Communication skills - familiar with material, eye contact, voice tone, pace; Engagement with audience; The groups ability to persuade and

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inform; Respect for time limit; Q & A

SUBMISSION DETAILS

There are 2 parts to the assessment:

1. Hard copy of your presentation slides together with a written case study. The final word count for the case study should be a maximum of 2,000 words (excluding references and appendices). An appropriate academic writing style should be used.

2. 20 minutes presentation by group members, utilizing appropriate presentation techniques, and

It is important that the framework you build and use in the analysis section is based on a sound review of the academic literature and referenced accordingly. Students must note the penalties for exceeding word-count. This penalty is correlated with the percentage that you exceed the word count (e.g. 10% over the word count equals to 10% off your mark, 22% over the word count equals to 22% off your mark). Appendices are permitted. Late submission of work without a properly approved extension will receive a zero.

DEADLINE

The oral presentations will take place in the final sessions of the unit. The deadline for handing in the written work will be at:

12 noon 13th January 2014 One hard copy of the assignment including the supporting materials must be submitted to the Assignment Submission Box in Weymouth House, and an electronic copy must also be included.

HELP AND SUPPORT Questions arising from this assignment brief should be handled by the 13th December 2013. No clarifications will be given after this date. The assignment will be briefed on w/c 11 November. Please use seminars to raise related questions.

You must acknowledge your source every time you refer to others work, using the Harvard Referencing system (Author Date Method). Failure to do so amounts to plagiarism which is against University regulations. Please refer to www.bournemouth.ac.uk/library for the Universitys guide to citation in the Harvard style.

Students with Additional Learning Needs may contact Learning Support on www.bournemouth.ac.uk/disability_support.

General academic support is available via the Academic Skills community on myBU.

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Additional support is provided by the School. International postgraduate students should contact Sue

Court, all other undergraduate and postgraduate students should contact Marian Mayer via Christine Clack, to make an appointment. They are both based in W218.

If you have any valid mitigating circumstances that mean you cannot meet an assignment submission deadline and you wish to request an extension, you will need to complete and submit the Mitigating Circumstances Form for consideration to your Programme/Framework Administrator together with appropriate supporting evidence (e.g., GP note) normally before the coursework deadline. Further details on the procedure and the mitigating circumstances form can be found at www.bournemouth.ac.uk/student/mitigating. Please make sure you read these documents carefully before submitting anything for consideration.

Disclaimer: The information provided in this assignment brief is correct at time of publication. In the unlikely event that any changes are deemed necessary, they will be communicated clearly via e-mail and myBU and a new version of this assignment brief will be circulated.

Version: 1