LT6083 - Event Sponsorship and Fundraising (2026/27)
| Module specification | Module approved to run in 2026/27 | ||||||||
| Module title | Event Sponsorship and Fundraising | ||||||||
| Module level | Honours (06) | ||||||||
| Credit rating for module | 15 | ||||||||
| School | Guildhall School of Business and Law | ||||||||
| Total study hours | 150 | ||||||||
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| Assessment components |
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| Running in 2026/27(Please note that module timeslots are subject to change) | No instances running in the year |
Module summary
The module examines various marketing and funding practices used in the events industry and the role events can play in the marketing of other organisations, products and services. It explores the relevance of sponsorship in events marketing and its strategic use in marketing communications and branding. It also considers both the use of events as part of organisations’ fundraising efforts and looks at ways in which events can secure funds and support from a range of stakeholders.
Building on students’ existing knowledge and understanding of marketing and marketing communication concepts and theories gained developed earlier in the course the module will explore the principles and practice of sponsorship and fundraising in an event context.
Aims of the module:
1. You will explore the nature, role and application of sponsorship and fundraising in the events industry and the role events play in sponsorship and fundraising strategies for various organisations in sectors including commercial, cultural and not for profit.
2. You will develop an in-depth understanding of current sponsorship and fundraising theories and practices and the ability to apply these in an events context.
3. You will gain the theoretical knowledge as well as practical skills necessary to develop and market sponsorship ready events.
4. You will learn strategies to secure financial/marketing support for events from partners and other stakeholders.
5. You will enhance key professional competencies that are highly valued in the industry, including research, applied analysis, critical thinking, problem-solving, and effective communication.
Prior learning requirements
No prerequisites. Available for Study Abroad? YES
Syllabus
The module will start off examining the nature, role and application of sponsorship and fundraising in the events industry. It will introduce sponsorship as part of the integrated marketing communications mix and explore experiential events as part of brand management strategies. Sponsorship activation case studies will be presented. Other sources of event funding and fundraising strategies will also be introduced and explored at this stage.
The syllabus will then focus on the practical knowledge required for effective event sponsorship sale. Students will learn how to identify and secure sponsors and other sources of funding, and they will gain best practice knowledge on how to prepare a sponsorship proposal/pitch. Sponsorship management practices will be introduced along with the legal aspects of fundraising, sponsorship and partnership and methods of evaluating sponsorship and grant making relationships.
Balance of independent study and scheduled teaching activity
The module will be delivered through a combination of lectures, seminars, tutorials, and support sessions. The teaching approach is built around work simulations and role-play activities, encouraging students to apply theoretical knowledge to realistic scenarios. Sessions feature a blend of theoretical input and problem-based learning, supported by student-led discussions, peer evaluation, and guest speakers where possible. Additional learning opportunities may include field visits and career-focused sessions, further strengthening the connection between academic learning and industry practice.
Weblearn will be used for the distribution of module materials, including lecture content in both written (e.g., slides) and audiovisual formats (e.g., session recordings). It will also serve as an interactive platform for communication between students and tutors and for the timely delivery of personalised feedback following both formative and summative assessments.
Lecture and seminar materials will incorporate multimedia tools—such as videos, graphics, images, and hyperlinks—to support a variety of learning styles. These resources are designed to be interactive, promoting active student engagement and participation. Students will also be encouraged to contribute relevant examples from their own contexts, aligning with the principles of co-creation and inclusivity. This approach enables students to recognise the relevance of the content through personal and cultural lenses.
Opportunities for reflective learning are embedded throughout the module. These include self-evaluation, peer and tutor feedback on seminar tasks, and individual or group activities. Feedback from formative and summative assessments is also used as a tool for reflection and development.
Students are expected to prepare for teaching sessions by completing weekly readings and any additional assigned tasks.
Learning outcomes
On successful completion of this module, students will be able to:
1. Analyse and evaluate marketing/sponsorship/fundraising strategies of events and organisations that use events as part of their marketing efforts.
2. Elaborate critically on the role of events in marketing campaigns for a variety of different organisations and ways to maximise their effectiveness.
3. Apply knowledge of sponsorship and fundraising theory and best practice in an events context
4. Produce and present a sponsorship proposal that contains appropriate marketing and promotion strategies and sell its merits.