Communication and marketing sponsorship

general courses

Classroom

Media sponsorship - concept, features, business environment. The strategy, contracts, negotiations. Creating products and offers sponsorship. Communication sponsorship. Tools used in the sponsorship. Plan activation project schedules and links. Sports sponsorship. Sponsorship of culture and art. Other forms of sponsorship.

Sponsorship communication- concept, features, business environment. The strategy, contracts, negotiating sponsorship. Creating a product sponsorship. Identifying and defining target groups. The project team. Budgeting and evaluation activities sponsorship

Contract negotiations and sponsorship. Defining the product and prepare a strategy to sell. Preparing sponsor offers. Construction of the package of rights. Planning negotiations, the objectives, schedule, team and negotiations. Construction of internal communication strategy. Preparing a presentation sponsorship for individual stakeholder groups and their defense against the groups involved.

Communication sponsorship. Media sponsorship / patronage. The choice of communication channels Standard channels. Create your own media. The tools used in the sponsorship. Plan activation project schedules and links. Synergy effect. Noise communication - other sponsors - when to start, how to stand out.

Emotions associated with the sponsorship. The role of cultural prestige. Success, lack of sporting success. Identification of sponsorship, events or people sponsored.

Sports sponsorship. Sponsorship of culture and art. Other forms of sponsorship. Naming rights and title sponsorship. CSR programs based on sponsorship. Loyalty programs. Ambush marketing. Product portfolio. Star / face / ambassador of the project.

1. Kończak J., Komunikacja sponsoringowa w sporcie w XXI wieku, 2020, Wydawnictwo SBP

2. Jedel J, Kończak J, Rynek sportu i sponsoringu sportowego w Polsce, 2019, AWFiS Gdańsk

3. Datko M. Sponsoring. Klucz nowoczesnego marketingu, Wydawnictwo Placet, Warszawa 2012

4. Sznajder A, Marketing sportu, Polskie wydawnictwo ekonomiczne, Warszawa 2015

5. Wróblewski Ł., Strategie marketingowe w instytucjach kultury, Polskie wydawnictwo ekonomiczne, Warszawa 2012

6. Grzegorczyk A., Sponsoring kultury , Wyższa Szkoła Promocji, 2003

Knowledge

• Knowledge of concepts, concepts and types of sponsorship and the determinants of the effectiveness of sponsorship.

• Concerning the location of sponsorship in the communication process, compounds of PR and marketing communication and brand positioning.

• Basic dot. Prepare offers of sponsorship, building rights packages, schedules, negotiations, preparation of presentations for different groups of stakeholders.

• Knowledge of techniques of persuasion, negotiation, relationship building win-win, advertising messages, the impact of advertising.

• Concerning communication sponsorship, selection and creation of communication channels, activation plan of the project.

• Basic knowledge dot. Budgeting and evaluation of sponsorship projects.

Skills

• Evaluation of sponsoring and basic ability to prepare strategy for sponsorship.

• Basic ability to create presentations, schedules and portfolio rights used in the sponsorship.

• Selection of communication tools and defining the objectives, programs and target groups.

• Basic understanding of planning, selection tools, and team and carry out the sponsorship.

• Create project plans to activate sponsorship

• The selection of a suitable partner in the sponsorship relationship and construct sponsor offers.

Other competences

• Understands the need for creative thinking in custom communications sponsorship

• Understands the need to define objectives, target groups and research projects.

The condition for passing: written work and presence (max 2 absences).

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