module specification

LT6083 - Event Sponsorship and Fundraising (2023/24)

Module specification Module approved to run in 2023/24
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
24 hours Assessment Preparation / Delivery
90 hours Guided independent study
36 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 50%   Case Study (Individual - 1,500 words)
Oral Examination 50%   Sponsorship Pitch (Individual - 15 minutes)
Running in 2023/24

(Please note that module timeslots are subject to change)
Period Campus Day Time Module Leader
Autumn semester North Friday Morning

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 previously on the Course (L4 and L5) the module will explore the principles and practice of sponsorship and fundraising in an event context.

The module aims are:

  1. Examine 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. To develop student’s in-depth understanding of current sponsorship and fund-raising theories and practices and the ability to apply these in an events context
  3. To provide students with the theoretical knowledge as well as practical skills necessary to develop and market sponsorship ready events
  4. To explore ways to secure financial/marketing support for events from partners and other stakeholders
  5. To develop students’ competences that are relevant to industry practice including research, applied analysis, critical thinking, problem solving and communication.


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 Communication Mix and explore experiential events as part of brand management strategies. Sponsorship activation case studies will be presented also. Other sources of event funding and fundraising strategies will be introduced and explored at this stage. LO1 - LO3

The syllabus will then focus on the practical knowledge required for effective fundraising and 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. LO1 - LO4

Balance of independent study and scheduled teaching activity

The module delivery will be through a combination of lectures, seminars, tutorials and online activities. The module is based on the model of work simulation/role-play. Sessions will consist of a mixture of theoretical input and problem-based learning, student-centred discussions, peer evaluation of set tasks and guest speakers.

Weblearn will be used for the distribution of module material and it will also be used as an interactive mechanism between students and tutors and for the timely provision of personal feedback following formative and summative assessments. 

Opportunities for reflective learning are available throughout the module in relation to assessment feedback an in the form of self-evaluation as well as tutors and peer review of seminar tasks and discussions and other individual and group activities undertaken as part of the module.

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.

Assessment strategy

The module will be assessed as follows:

Students will be required to evaluate a chosen company/events’s sponsorship/marketing/fundraising strategy in a written report and industry examples to aid their assessment of the merits of the strategy and identify issues in order to provide recommendations on improvements including on how to incorporate or make better use of events. (Individual Cases Study- 1500 words)

Building on then previously undertaken analysis, students will then be assessed on the creation of an effective sponsorship proposal for the chosen enterprise. They will present this to their tutors and peers in an individual presentation role-playing a sponsorship pitch. (Individual Presentation - 15 minutes).


Core Text
Lunt, T. and Nicotra, E. (Forthcoming) Event Sponsorship and Fundraising: An advanced guide, Kogan Page, London.
Other texts
Reic, I. (2016) Events Marketing management: A consumer perspective,, Routledge, London.
Sargeant, A. and Shang, J. (2017) Fundraising Principles and Practice Hardcover, 2nd Edition, John Wiley & Sons.
Kotler, P. and Armstrong, G. (2014) Principles of marketing. 15th ed., Global ed. Boston, Massachusetts ; London: Pearson
Mastermann, G. and Wood, E. H , (2011) Innovative marketing communications: strategies for the events industry, Oxford: Elsevier/Butterworth-Heinemann
Masterman G. (2011) Sponsorship for a return on investment, Rauteledge.
Mc Donnell, I. and Moir, M. (2013) Event Sponsorship, Taylor and Francis.
Collett, Pippa & Fenton, William (2011) The Sponsorship Handbook: Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers, John Wiley & Sons.
Cornwell T. Bettina (2020) Sponsorship in Marketing: Effective Communication through Sports, Arts and Events, Routledge
Skildum-Reid, Kim (2014) The Sponsorship Seeker's Toolkit, Fourth Edition, McGraw-Hill Professional.
Smilansky, S. (2009), Experiential marketing : a practical guide to interactive brand experiences, London, Kogan Page
Smith, P.R and Zook, Z. (2011) Marketing Communications: Integrating Offline and Online with Social Media, 5th Ed. London: Kogan Page                      Schmitt, B. (1999) Experiential Marketing: How to get customers to sense, feel, think, act, relate to your company and brands. New York: The Free Press.                                                                                                        Herbst, N.B. and Norton, M. (2012) The Complete Fundraising Handbook, 6th Edition, Directory of Social Change.                                                         Kolah, A. (2015) Improving the Performance of Sponsorship, Abingdon: Routledge.                                                                                                                                                                                                                                                                 
Event Management International
Journal of Event and Festival Management
International Journal of Hospitality and Event Management
International Journal of Event Management Research
Journal of Sponsorship
Journal of Marketing Communications
Psychology & Marketing
European Sponsorship Association:
Chartered Institute of Marketing: