Sponsorship Activation & Analysis

This course features an examination of corporate sponsorship, its growing role and importance in the corporate/brand marketing mix; importance to event and property producers/organizers, participants, athletes, entertainers, communities and the media. Additionally, an overview of the industry and instruction on effective methods to plan, price, organize, acquire, implement, measure, and evaluate sponsorships including the development of a corporate sponsorship plan. Topics to be covered include measurement and empirical analysis, commercial returns (ROI/ROO), measurement techniques and metrics, and analysis of results.