This part-time online course comprises three modules:
Module One – Sponsorship – Introduction
Module Two – Sponsorship and the Arts
Module Three – Making Sponsorship Work in the Arts
‘Waiting for Godot’ Miracle Theatre www.miracletheatre.co.uk, photo by Kirstin Prisk
Module One
Marketing
The marketing mix
What is sponsorship
Sponsorship regulation
How sponsorship works
Sponsorship’s purpose
Sponsorship strategy and planning
Sponsors and sponsorship
Rights holders and sponsorship
Corporate marketing v brand marketing
Module Two
Introduction to the Arts
Current marketplace
Arts funding
Rights holders in the arts
Arts and the media
The role of arts in a sponsorship portfolio
How sponsors and rights holders work together
PR in the Arts
Ethical sponsorship
Venue sponsorship
Educational sponsorship
Module Three
The sponsorship contract
Sponsorship implementation and activation
Sponsorship management
Hospitality
Employee engagement
Sponsorship and marketing channels
Digital marketing
Social media
CSR
Research and evaluation
The modules are supported by three pre-filmed seminars in which senior industry figures will reinforce and discuss subjects covered in the course syllabus.
NB: Each Module is richly enhanced by the examination of a large range of case studies which demonstrate the effective use of sponsorship. They are also complemented by other interactive content including video clips and suggested reference materials. The course learning environment is a vast reference resource for the benefit of candidates.
The exact content described above is subject to change.
Anna Franceschini THE PLAYER MAY NOT CHANGE HIS POSITION (2009) installation view, Spike Island – photograph by Stuart Whipps