Corporate sponsorship is a fundraising strategy used in charitable and not for profit organizations as well as a primary revenue generation tool in sport, cause, health and a broad spectrum of community events and programs. A corporate sponsorship is able to increase organizational revenue while also playing a pivotal role in the building of organizational awareness and understanding. This 36-hour course will cover all facets of corporate sponsorship from the planning and proposal development stage through to the recruitment and management of corporate partners. The course will also focus on corporate sponsorship from the perspective of the corporate sponsor as a corporate social responsibility (CSR) strategy focussed towards supporting business objectives. This course will be of interest to persons studying event management, event marketing, fundraising, marketing, promotion and community relations or those working in any of these areas.
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Upon successful completion, the student will be able to:
Explain the concepts and fundamental processes in corporate sponsorship and CSR from two perspectives; the corporate sponsor and the beneficiary organization - those selling, benefitting and forging partnerships with the private sector.
Understand sponsorship as part of an integrated revenue generation model.
Understand CSR as part of a business model aimed at actions that positively impact the environment, consumers, employees and communities.
Describe the commercial and community benefits as a result of a strategic partnership in sponsorship and CSR.
Develop a sponsorship strategy aligned to the organizational objectives of a not for profit, charitable organization or other property.
Prepare a corporate sponsorship strategy, proposal and recruitment plan.
Understand the reasons why the private sector engages in sponsorship and the strategies for activating their involvement in a sponsorship and CSR driven program.
Effective as of Fall 2016
MKTG 3315 is offered as a part of the following programs:
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