module specification

LT6083 - Event Sponsorship and Fundraising (2020/21)

Module specification Module approved to run in 2020/21
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
35 hours Assessment Preparation / Delivery
70 hours Guided independent study
45 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 40%   Sponsorship Pitch (15 minutes)
Coursework 60%   Individual report (3000 words)
Running in 2020/21
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.

The module explores the relevance of sponsorship in events marketing and its strategic use in marketing communications and branding. It build on students’ existing knowledge and understanding of marketing principles and aims to provide students with the knowledge and skills necessary to develop and market sponsorship ready events.

Prior learning requirements

LT4013 Marketing for Aviation and Creative Industries


Building on students existing knowledge of marketing and marketing communication concepts and theories gained previously on the Course (L4 and L5) the module will introduce students to the principles and practice of sponsorship in an event context.

The module will start off examining the nature, role and application of fundraising in the events industry. It will introduce fundraising as part of the Integrated Marketing Communication Mix and explore experiential events as part of brand management strategies. Fundraising and sponsorship activation case studies will be presented also. In addition to fundraising other sources of event funding will be introduced 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, partnership and sponsorship and methods of evaluating sponsorship and grant making relationships. LO1

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 for the timely provision of personal feedback following formative and summative assessments.

Learning outcomes

1. Based on an assessment of a real work working example, produce and present a sponsorship proposals and sell its merits. [Assessed in A1]

2. Offer a critical analysis and evaluation of marketing and sponsorship strategies related to fundraising of events and organisations that use events as part of their marketing efforts. [Assessed in A2]

Assessment strategy

Students will be assessed on the creation of an effective sponsorship proposal for an event/enterprise of their choice. They will present this to their tutors and peers in an individual presentation role-playing a sponsorship pitch. (Individual 15 minutes presentation) [Assesses LO1].

Students will be required to critically analyse and evaluate a fundraising proposal (also taking ideas from their sponsorship proposal) in a written report using fundraising/marketing/sponsorship theories and industry examples to aid their assessment of the merits of their arguments. (Individual 3000 words report) [Assesses LO2]

Assessment tariff alignment: L6 (15 Credits) max 5,000 words per module

Individual Sponsorship Pitch 15 minutes
Individual Report 3000 words

Total 3000 words + 15 minutes


Core Text
Lunt, T. and Nicotra, E. (Forthcoming) Event Sponsorship and Fundraising: An advanced guide, Kogan Page, London.
Reic, I. (2016) Events Marketing management: A consumer perspective,, Routledge, London.
Other texts
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
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 (2015) Sponsorship in Marketing: Effective Communication through Sports, Arts and Events, Routledge.
Masterman G. (2011) Sponsorship for a return on investment, Routeledge, NY
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.