About this Course

Sponsorship is an increasingly popular and a common element in many marketing communication strategies. There are many types and variations of sponsorships and each of the sponsorships has to be carefully evaluated and chosen to achieve specific set of objectives.

Sponsorship marketing is the financial or in-kind support of an activity, used to achieve specific business and/or marketing objectives and goals. Sponsorship marketing promotes a company and or her products/services in association with the “sponsee”

Unfortunately, there are still many people who misconceive sponsorship as an indulgence or a form of donation or a philanthropic act mainly to promote the corporate image of an organisation. It is an often misunderstood and misused strategy to achieve inappropriate marketing objectives.

This seminar/workshop aims to clarify the misconceptions of sponsorship marketing and provides participants with the fundamental conceptual understanding and applications of sponsorship marketing to achieve specific business and marketing objectives more cost-effectively.

Objectives

Upon completion of this workshop, participants will be able to;

• Be able to differentiate between “sponsorship” and “sponsorship marketing”
  
• Be able to explain the different types and “sponsorship marketing” and their purposes
  
• Be able to evaluate the benefits and limitations of “sponsorship marketing”
  
• Have a clear understanding of the importance of selecting the right type of “sponsorship marketing” for specific marketing and communications objectives
  
• Have a clear understanding of the key concepts of “sponsorship marketing” and other integrated marketing communications tools
  
• Be able to grasp the basic concepts and fundamentals in integrating ”sponsorship marketing” in an integrated marketing communications programme to achieve greater cost effectiveness
  

Target Audience

• Executives currently engaged in sponsorship: Marketing Communications; Marketing; Brand Management and Sales
  
• Executives interested in pursuing a career in sponsorship Marketing, Brand Management or Entrepreneurship
  
• Others who are interested to gain critical knowledge and insights into sponsorship marketing concepts and practices
  

Duration

Two days

Curriculum

• Welcome and Course Introduction
  
• “Ice Breaker” Activities
  
• Setting Expectations and Learning Outcomes
  
• Introduction of Sponsorship and Sponsorship Marketing
  
• What really is Sponsorship Marketing?
  
• Common Misconception of Sponsorship Marketing
  
• Class Activities and Presentations
  
• Understanding and Planning Sponsorship Marketing
  
• Role of “Sponsorship Marketing” in Integrated Marketing Communications Planning
  
• Key Concepts and Applications in Sponsorship Marketing and Management
  
• Class Activities and Presentations
  
• Selecting and Choosing Right Types of Sponsorship Marketing
  
• Sponsorship Marketing Strategies
  
• Integrating Sponsorship Marketing into an Integrated Marketing Communications Strategies
  
• Class Activities and Presentations
  
• Sponsorship Marketing Exercise
  
• Review of Key Concepts and Role of Sponsorship Marketing
  
• Planning and Sponsorship Marketing Programme
  
• Outline Steps in Sponsorship Marketing Selection and Planning
  
• Review Planning and Steps to Planning a Sponsorship Marketing Programme
  
• Developing a Proposal for Sponsorship Marketing Plan for a Product/Service
  
• Sponsorship Marketing Exercise Presentation and Feedbacks
  
• Group Presentation on Proposed Sponsorship Marketing Plan Outline
  
• Feedbacks on Proposed Sponsorship Marketing Plan Outline
  
• Review Learning Outcomes and Reflections
  

Methodologies

A practical approach will be taken with 70% of the course on application and practical sessions with 30% on techniques and concepts.

Training comprises a combination of:

• Visually stimulating sessions
  
• Group activities and break up discussions
  
• Real-life application activities
  
• Practical worksheets
  
• Useful checklists and systematic guidelines
  

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