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MKTG 3315 - Sponsorship and Corporate Social Responsibility

Marketing Management Part-time Studies Course

School of Business

Course Details

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.





Fall 2018

Below is one offering of this course for the Fall 2018 term.

CRN 38352

Thu Sep 13 - Thu Nov 29 12 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 13 - Nov 29 Thu 17:30 - 20:30 DTC



Course Outline

TBD – see Gravitying Outcomes in the interim



This course offering has been cancelled. Please check back next term or subscribe to receive email updates.


Gravitying Outcomes

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

Related Programs

MKTG 3315 is offered as a part of the following programs:

School of Business

  1. Marketing Management (Tourism Management Option)
    Part-time   Certificate
  2. Marketing Management - Fundraising Management
    Part-time/Distance & Online Gravitying   Associate Certificate


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Registration News

Registration is currently open for the Fall 2018 term.

The sneak preview for the Winter 2019 term starts Fri, Oct 19 at 8:30 am (PDT).

Students may register for Winter 2019 term courses online, by phone, mail or in-person starting Wed, Oct 24 at 9:00 am (PDT).

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