Sponsorship and Cooperation with CompaniesLaajuus (3 ECTS)

Objective

After completing the course, the student understands the forms of sponsorship and other business collaborations as part of a marketing strategy. They recognize current phenomena in the field. The student can set goals for collaboration and apply target group thinking. They are able to consider both the sponsor's and the sponsored party's perspective. The student can select suitable forms of collaboration for a specific target, benefiting both parties, and evaluate the results of the collaboration.

Content

- Key concepts of sponsorship and business collaboration
- Defining collaboration, setting goals, and measuring success
- Value creation and corporate social responsibility in sponsorship
- Sponsorship strategy
- Risk management in collaboration
- Sponsorship plan

Assessment criteria, satisfactory (1)

The student can describe the key concepts in the field and identify current phenomena. They are able to design a sponsorship and business collaboration strategy. The student can identify the risks associated with business collaboration. They are capable of selecting appropriate metrics to evaluate the collaboration.

Assessment criteria, good (3)

The student can define the key concepts in the field and identify current phenomena. They are able to design a sponsorship and business collaboration strategy, taking into account the values and goals of both parties. The student can apply target group thinking. They are capable of assessing the sources of the financial value of the collaboration. The student can plan risk management for business collaboration. They are able to select appropriate metrics for evaluating the collaboration. The student can analyze what they have learned.

Assessment criteria, excellent (5)

The student can define the key concepts in the field and analyze current phenomena. They are able to design a sponsorship and business collaboration strategy, considering the operating environment, values, and goals of both parties. The student can position the collaboration as part of integrated marketing communication. They can apply target group thinking. The student can assess the sources of the financial value of the collaboration. They are capable of planning risk management for business collaboration. The student can select appropriate metrics to evaluate the collaboration. They are able to analyze what they have learned.

Assessment criteria, approved/failed

The student can describe the key concepts in the field and identify current phenomena. They are able to design a sponsorship and business collaboration strategy. The student can identify the risks associated with business collaboration. They are capable of selecting appropriate metrics to evaluate the collaboration.