Module Title:Sponsorship in Sport
Language of Instruction:English
Credits: 5
NFQ Level:7
Module Delivered In 5 programme(s)
Teaching & Learning Strategies: The learning outcomes will be achieved through the following teaching methodologies: Lectures – Communication of knowledge and ideas between lecturer and student; Problem Solving – Students will participate in group activities to apply knowledge and theory to experiences of the media; Class Discussion – Students will be actively encouraged to participate in debates and discussions; E- Learning –Blackboard will be used; Practicals- The use of case study and article discussion & presentation will play a primary role
Module Aim: Upon completion of this module, students should understand the fundamentals of sponsorship in sport and how to succeed in winning with and working with a sponsor for their sporting organisation.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Critically assess the developing role of sponsorship in the marketing communications mix on a national and international level
LO2 Display an understanding of the evolution of sponsorship and the nature of working in the sponsorship industry
LO3 Discuss and evaluate various types of sponsorship
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed
 

Module Content & Assessment

Indicative Content
Introduction to Sponsorship and Overview of Industry
Definitions of Sponsorship; Evolution of Sponsorship; Sponsors; Rights owners; Agencies/consultancies; Audiences; Other media players. A particular emphasis will be placed on looking at 'Onside', an organisation in Ireland that focuses on Sponsorship in Sport.
Key Developments in Sponsorship
Globalisation of sponsorship; Growth of sports sponsorship; Ethical & social responsibility issues
The Sponsorship Programme
Review of existing activity; Developing a sponsorship policy & strategy; Measurable objectives; Audience segmentation; Brand essence; Identifying sponsorship opportunities; The effective sponsorship proposal; Negotiation; Sponsorship activation/execution; Maximising return on investment; Measures of sponsorship effectiveness
Maximising Value of Sponsorship
Activation; Use of other media and promotional tools; Direct marketing, sales promotions, PR, on-line; Hospitality; Merchandising
Protecting Sponsorship Investment
Ambush marketing; Contracts
Assessment Breakdown%
Continuous Assessment50.00%
End of Module Formal Examination50.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Other Sponsorship Proposal and Elevator Pitch 2,3 30.00 n/a
Case Studies Presentation of a sponsorship case study 1,3 20.00 n/a
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam 2 hour written exam 1,2,3 50.00 End-of-Semester

ITCarlow reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 3.00
Independent Learning Every Week 6.00
Total Hours 9.00
 

Module Delivered In

Programme Code Programme Semester Delivery
CW_BBSMC_B Bachelor of Arts (Honours) in Sport Management and Coaching 5 Mandatory
CW_BBSOC_D Bachelor of Arts in Sport Coaching and Business Management (Football) 5 Mandatory
CW_BBGAA_D Bachelor of Arts in Sport Coaching and Business Management (GAA) 5 Mandatory
CW_BBRUG_D Bachelor of Arts in Sport Coaching and Business Management (Rugby) 5 Mandatory
CW_BBSBC_B Bachelor or Arts (Honours) in Sport, Business and Coaching 5 Mandatory