Module code: MAN3154

Module Overview

Event Sponsorship and Fundraising examines the various marketing practices used in the events industry and the role events can play in the marketing of other products/services. Students will learn how to identify and interpret market data and how to apply appropriate marketing tools to different audiences

Module provider

Hospitality & Tourism Management

Module Leader

LUNT TJ Dr (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

JACs code: N820

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

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 Sponsorship Pitch (10-15mins Presentation ) 40
Coursework Sponsorship 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 events sponsorship and fundraising play in developing and sustaining wider strategic marketing campaigns. The assessment strategy is designed to allow students to demonstrate that they have achieved the module learning outcomes. It comprises: the summative assessment for this module consists of: Assignment 1 An individual presentation of a sponsorship proposal 15-20mins (LOs 2, 3 & 4) Assignment 2 An Individual, written Sponsorship proposal 3,000 words for an event. (LOs 1, 2, & 3) Formative assessment for Assignment one will inform students work for Assignment 2

Module aims

  • Build on students existing knowledge and understanding of marketing principles
  • Explore how experiential events can be used by brands as part of an integrated marketing communications strategy
  • Demonstrate the relevance of sponsorship in events marketing and its strategic use in marketing communications and

Learning outcomes

Attributes Developed
001 Develop sponsorship campaigns and fundraising income bids as part of an organisation's integrated marketing mix 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 a proposal for support to a potential sponsor PT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Independent Study Hours: 117

Lecture Hours: 33

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

Reading list for EVENT SPONSORSHIP AND FUNDRAISING : http://aspire.surrey.ac.uk/modules/man3154

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.