Study Guide

Objective

On completion of the course the student can
- perceive sponsorship and other forms of industry cooperation as part of the marketing strategy
- identify current phenomena
- set objectives for cooperation
- apply target group thinking
- position themselves as sponsors and sponsees
- choose mutually appropriate forms of cooperation that benefit both parties
- evaluate the results of cooperation

Content

- Key concepts of sponsorship and industry cooperation
- Defining cooperation, setting goals and measuring
- Creating value for sponsorship and corporate social responsibility
- Sponsorship strategy
- Collaboration risk management

Materials

Alaja, E & Forssell, C. 2004. Tarinapeliä – Sponsoroinnin käsikirja. Suomen urheilumuseon säätiö ja Mainostajien liitto.

Valanko, E. 2009. Sponsorointi, yhteistyökumppanuus strategisena voimana. Talentum.

Teaching methods

Lectures
Study conversations
Assignments

Student workload

Contact teaching 50%
Independent work 50%

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student is able to describe the key industry concepts and recognize current phenomena. They are able to design sponsorship and other business strategy. They can name the risks of business cooperation. The student is able to choose indicators for evaluating cooperation.

Assessment criteria, good (3)

The student is able to describe the key industry concepts and recognize current phenomena. They can design sponsorship and other business strategy, taking into account the values and goals of both parties. They can apply target group thinking. The student is able to evaluate the economic value of cooperation. They can design risk management in business cooperation. The student is able to choose indicators for evaluating cooperation. The student can analyze what they have learned.

Assessment criteria, excellent (5)

The student is able to describe the key industry concepts and recognize current phenomena. They can design sponsorship and other business strategy, taking into account the business environment, values and goals of both parties. They are able to position cooperation as part of integrated marketing communications. They can apply target group thinking. The student is able to evaluate the economic value of cooperation. They can design risk management in business cooperation. The student is able to choose indicators for evaluating cooperation. The student can analyze what they have learned.

Assessment criteria, approved/failed

The student is able to describe the key industry concepts and recognize current phenomena. They are able to design sponsorship and other business strategy. They can name the risks of business cooperation. The student is able to choose indicators for evaluating cooperation.

Assessment methods and criteria

100% attendance
Assignments