module specification

LT6015 - Marketing, PR, Sponsorship for the Events Industry (2017/18)

Module specification Module approved to run in 2017/18
Module title Marketing, PR, Sponsorship for the Events Industry
Module level Honours (06)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 300
219 hours Guided independent study
81 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
In-Course Test 20%   Short in-class test
Coursework 40%   Individual 3000 words report
Other 40%   Individual Presentation (20 mins)
Running in 2017/18
Period Campus Day Time Module Leader
Year City Thursday Afternoon

Module summary

LT6015 Marketing, PR and Sponsorship for the Events Industry 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.  The module will be delivered in 1.5 hour lectures and 1.5 hour seminars weekly for 30 weeks.  Students will be expected to have completed MC4004 Principles and Practice in Marketing.  Work will be assessed in a variety of different ways: a short in-class test, a group presentation and an individual report.

Prior learning requirements

MC4004 Principles and Practice in Marketing

Module aims

This module aims to provide you with an understanding and practical knowledge of marketing practices in the Events industry, including the synergetic relationship with partners, sponsors and other external stakeholders. Specifically it aims to:

  1. Build on students’ existing knowledge and understanding of marketing principles
  2. Examine the nature, role and application of marketing, public relations and communications in the events industry
  3. Analyse the range of marketing communications available to events marketeers
  4. Explore how experiential events can be used by brands as part of the marketing communication mix
  5. Demonstrate the relevance of sponsorship in events marketing and its strategic use in marketing communications and branding.


Identifying and understanding markets; The relationship between sponsors, external stakeholders and the event organisers/marketers;  PR and marketing techniques/models/theories; Strategic planning and implementation.

Learning and teaching

Students will be encouraged to apply their knowledge in real-life campaigns, using online tools to help them understand markets and consumers.  Students will be expected to develop a marketing campaign for an event/enterprise of their choice, which can demonstrate their understanding and skills as a marketer and to present a sponsorship proposal to a prospective sponsor for an event of their choice.

Learning outcomes

On completion of this module, students should be able to

  1. Plan and execute marketing campaigns for events including liaising with external partners and stakeholders, such as sponsors.
  2. Evaluate and interpret market research data to clearly identify market segments and apply appropriate techniques to achieve marketing objectives
  3. Understand the role of events in marketing campaigns for a variety of different organisations and ways to maximise their effectiveness.
  4. Construct a marketing plan for an event or organisation that contains appropriate marketing and promotion strategies.
  5. Produce and present a sponsorship proposal and ‘sell’ its merits.
  6. Analyse and evaluate marketing and sponsorship strategies of events and organisations that use events as part of their marketing plan.

Assessment strategy

Students will develop of a marketing campaign which they’ll analyse in a written report, using theoretical and practical examples to underpin. They will then be assessed on the creation of an effective sponsorship proposal which they will present to their tutors and peers in an individual presentation role-playing a sponsorship pitch. In the autumn semester a short in-class test will gauge students understanding of the key concepts.


Bowdin, G., et al (2001), Events Management, Butterworth Heinemann
Brassington, F and Pettitt, S (2003) Principles of Marketing, London: Financial Times/Prentice Hall
Collett, Pippa & Fenton, William (2011) The Sponsorship Handbook: Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers, John Wiley & Sons.
Cornwell T. Bettina (2015) Sponsorship in Marketing: Effective Communication through Sports, Arts and Events, Routledge.
Croteau, D. and Hoynes, W. (2005) The Business of Media: Corporate Media and the Public Interest, London: Sage Publications
Doyle, G. (2002) Understanding Media Economics, London: Sage Publications
Drucker, P (2007) Essential Drucker.  Routledge. 2Rev Ed
Du Gay, P (ed) (1997) Production of Culture/Cultures of Production, London: Sage Publications
Evans, M J, Moutinho, L and Van Raaij, W F (1996) Applied Consumer Behaviour, London: Addison-Wesley
Gregory, A (2000) Planning & Managing a PR Campaign, London: Kogan Page
Hesmondhalgh, D (2002) The Cultural Industries, London: Sage Publications
Jenkins, H (2006) Convergence Culture: Where Old and New Media Collide, NYUP
Kotler et al (2005) Principles of Marketing, London: Prentice Hall
Lancaster, G. and Massingham, L. (1999) The Essentials of Marketing, Prentice Hall
Smith, PR, Zook, Z (2011) Marketing Communications: Integrating Offline and Online with Social Media, London: Kogan Page
Theaker, A, (2007) Public Relations Handbook, London: Routledge
Mastermann and Wood
Skildum-Reid, Kim (2014) The Sponsorship Seeker's Toolkit, Fourth Edition, McGraw-Hill Professional.
Turner, Mike  (2014) Sponsorship: How to Get It and How to Keep It, CreateSpace Independent Publishing Platform.

Time Out
The Guardian Newspaper – Monday edition Media section
The Financial Times – Tuesday edition – Creative Business
Business Week
The Economist