Module code: MAN3154

Module Overview

Event Sponsorship and Fundraising examines the ways in which events can generate income. Students will learn how to identify and interpret market data with a view to developing a fundraising strategies that may included sponsorship and/or other income streams. The module assesses the various marketing practices used in the events industry and the role events can play in the marketing of other products/services.

Module provider

Hospitality, Tourism & Events Management

Module Leader

LUNT Thomas (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 117

Lecture Hours: 33

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

Indicative content includes:
Identifying and understanding markets
The relationship between sponsors, external stakeholders and the event organisers/marketers
Experiential marketing
Brand activation
Strategic planning and implementation.
Legal issues
Ethical issues

Assessment pattern

Assessment type Unit of assessment Weighting
Oral exam or presentation Individual Event Development Pitch (10-15mins Presentation ) 40
Coursework Event Development Proposal (3000 word individual report) 60

Alternative Assessment

For the Individual Presentation a 1,000 word written report a specific event's sponsorship and fundraising portfolio will be required. A case study will be posted on Surrey Learn.

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate a detailed and accurate understanding of the concepts and practices involved in event sponsorship and fundraising and the role they play in developing and sustaining events in the short, medium and longer term. The assessment strategy is designed to allow students to demonstrate that they have achieved the module learning outcomes.

The summative assessment for this module consists of:

Assignment 1 An individual presentation of an event development proposal 10-15mins (LOs 2, 3 & 4)

Assignment 2 An Individual, written event development proposal 3,000 words for an event. (LOs 1, 2, & 3)

Formative assessment 

Throughout the module students will be given opportunities to discuss and present their ideas in relation to assignments 1 & 2 with their peers and tutors with a view to using feedback given to develop their work.

Module aims

  • Build on students existing knowledge and understanding of event development in relation to the marketing principles relevant to securing support from a range of stakeholders.
  • Explore how experiential events can be used by brands as part of an integrated marketing communications strategy
  • Demonstrate the relevance of sponsorship and fundraising in strategic and sustainable events development and their importance to marketing communications and branding.

Learning outcomes

Attributes Developed
001 Evaluate sponsorship campaigns and fundraising income bids as part of an event organisation's development strategy CT
002 Demonstrate knowledge of the sponsorship management process including legal issues KT
003 Select and apply appropriate evaluation methods for sponsorship and fundraising campaigns KP
004 Convincingly present/pitch an event development plan that may incorporate sponsorship or other fundraising approaches PT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The learning and teaching strategy is designed to:
Increase students understanding of role events play in sponsorship campaigns Increase students ability to analyse event sponsorship campaigns
Increase students knowledge of event sponsorship and fundraising

The learning and teaching methods include:
Interactive lectures with support material and reinforcement
Group work
Formative feedback sessions this will be provided through group
work and presentations in class where students will also be asked to critically comment on each other's performance.
Case studies
Guest lectures to provide links between theory and practice

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

Upon accessing the reading list, please search for the module using the module code: MAN3154

Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Event Management BSc (Hons) 1 Optional A weighted aggregate mark of 40% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2019/0 academic year.