European Sponsorship Association

Promoting best practice and raising industry standards in sponsorship activities

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You are here: ESA home / Arts Certificate / Syllabus

Syllabus

We no longer offer this course, please contact ESA for alternatives

 

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

‘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, 'Laws of Attraction' THE PLAYER MAY NOT CHANGE HIS POSITION (2009) credit Stuart Whipps
Anna Franceschini THE PLAYER MAY NOT CHANGE HIS POSITION (2009) installation view, Spike Island – photograph by Stuart Whipps

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  • home
  • about
    • About ESA
    • Our History
    • ESA Leadership
    • ESA Team
    • Corporate Responsibility
    • ESA Working Groups
      • Policy
      • Media Group
      • National Representatives Workstream
    • Latest ESA Newsletter
    • Our News
  • membership
    • Membership
      • Apply
      • Benefits
      • Testimonials
      • Our Members
      • Member get member initiative
      • ESA Code of Conduct
    • ESA Member Login
    • ESA Associate
  • resources
    • Case Studies
    • Industry Reports, Studies & Good Practice Guides
    • Sponsorship Market Overviews
    • Media Group Resources
    • Policy Papers
    • Presentations
    • Videos & Webinars
    • Suppliers
    • ESA news
    • Industry and Member News
    • ESA Archives
  • blog
  • events
    • Events Diary
    • ESA Member Round Tables
    • Past ESA Events
    • ESA Awards
      • Awards Home
      • 2022 Awards
        • Winners and shortlist
        • ESA Best of Europe
        • Photos
        • Videos
        • Judges
        • About the Awards
        • Partners
      • Previous Awards
        • Winners
        • Case Studies
  • qualifications
    • Overview
    • ESA Diploma
      • Diploma Home
      • Testimonials
      • Graduates
      • Dates
      • Syllabus
      • How it Works
      • FAQ
      • Introductory Session video
      • ESA Diploma scholarship
      • Enrolment, Fees and T&C’s
      • Photos
      • Our Partners
    • ESA Sponsorship Sales Certificate
      • Selling Sponsorship Home
      • Testimonials
      • FAQ
      • e-Brochure
      • Enrolment, Fees and T&Cs
      • Dates
      • Syllabus
      • Graduates
      • Our Partners
    • ESA Leaders Programme
      • ESA Leaders Programme Home
      • e-Brochure
      • Syllabus
      • Dates
      • Enrolment, Fees and T&C’s
      • FAQ
      • Testimonials
      • Introductory video
  • careers
    • Careers Home
    • Five key takeaways from ESA’s careers masterclass
    • Find a Career in…
      • Sports/ Entertainment Sponsorship
      • Sports Marketing
      • Events
    • Roles & Responsibilities
    • Choosing your Career
    • Top Tips
    • Industry Jobs
  • contact
  • login
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