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MAR 366 Sports Sponsorship

This course is intended as an overview of sports sponsorship as a component of integrated marketing communication (IMC) strategy. Major topics include an introduction to sponsorships in relation to segmentation, target marketing and integrated marketing communications. Integral to this discussion will be the development and selling of sponsorships to firms, financial evaluation of appropriate sponsorships and identification of different forms of sponsorships (e.g., entitlement, presenting and official). Special forms of sponsorship including, celebrity endorsements, licensing and venue naming rights will also be discussed.

Credits

3 credits

Prerequisite

MAR 250 Minimum Grade of D