When and where will the Seminars take place?
The timetable for the seminars is published before the courses starts. Seminars are held monthly, in the evening, in London (England). Although attendance is not compulsory, students are strongly encouraged to attend if at all possible.
For overseas students or those living and working too far from London to travel easily, we film each session and upload it to the diploma website within a few days. Overseas students unable to attend the seminars due to their location are offered a monthly Skype tutorial.
What level is the ESA Diploma aimed at?
The ESA Diploma is much more widespread than just being a qualification for aspiring or new entrants into the sponsorship industry. It’s also ideal for middle / senior management who wish to test and expand their existing knowledge. The course is deliberately designed to accommodate the needs of all career levels, including post-graduates who have no experience but wish to make a career in sports marketing or sponsorship.
How heavy is the workload?
The ESA Diploma is designed in the knowledge that the majority of candidates will be in full-time employment, so care is taken to ensure that the workload will not interfere with any ongoing work commitments. The studying will therefore need to be undertaken in the student’s spare time although a request is made to employers to allow some flexibility within work time to accommodate some studying. We estimate that the work will take one evening per week and possibly one 4-6 hour weekend session per month.
How is the course structured?
The course is held from mid-January to the end of August and the study notes consist of six modules. At the end of each, there are two Assignment questions (750 words max), which are marked as part of the overall assessment process. There is also a Set Brief which students are given at the beginning of the course to be handed in mid-August (5 pages max). Seminars are held in London every month and include presentations from eminent figures in the industry.
What will I gain from doing the ESA Diploma?
The ESA Diploma is becoming a basic requirement for practitioners operating within the sponsorship industry. We anticipate that it will become an extremely valued and highly-regarded qualification which will greatly increase the knowledge and personal marketability of everyone who successfully completes the course. Ultimately, it’s an investment in your future.
For employers, it’s an investment in your staff, your team and your clients. You are raising standards within the industry, building client confidence and creating more opportunities for your staff to raise the bar within your business.
How is the course assessed?
The course is assessed in two ways:
– At the end of each module there are two Assignment questions which have to be answered to demonstrate an understanding of the relevant content (60% of the overall mark)
– At the beginning of the course the students are given a long-term project called the Set Brief which requires a response to a real life sponsorship situation; this has to be completed before the end of the course (40% of the overall mark)
The marks are added up at the end of the course and students will either Fail (0-49%), Pass (50-64%), be Commended (65-74%) or receive a Distinction (75%+).
Is the Diploma an accredited qualification?
Although not a qualification of degree level, the diploma is accredited by the sponsorship industry and allows successful candidates to use the letters ‘Dip ESA’ after their names in perpetuity.
Who are the tutors?
Peter Raymond
With over 30 years’ experience, Peter’s track record includes the first ever major football sponsorships in the UK, the Milk Cup and the Canon League; managing sponsorship of the Australian Cricket Team by Castlemaine XXXX; directing the British Athletics sponsorship portfolio, plus the London Marathon sponsorship for both NutraSweet and Flora. He also created Orange’s popular arts portfolio and ran the Orange Arrows F1 programme.
He now provides sponsorship and marketing strategy for a host of top names including Panasonic, OneTel, Camelot, Blackberry and BAFTA.
Chris Bestley
Chris Bestley spent 20 years working for marketing services agencies (latterly as MD of TA&A) on major accounts such as Pedigree Petfoods, Pizza Hut, Sainsbury’s, British Meat, Renault, RHM Foods and Smirnoff.
For the last few years he has been a freelance consultant specialising in developing distance learning courses for marketers and running a number of qualifications for the Institute of Promotional Marketing.
Who runs the course?
The course is run by the European Sponsorship Association (ESA) which is a trade body promoting and protecting the sponsorship industry. As a membership organisation, we look after the interests of our members who represent all those working within sponsorship – from sponsors, rights holders, professional advisors, suppliers and agencies (sponsorship, marketing, PR, events). If you’re interested in finding out more about the Association or becoming a member, please contact ESA via esaoffice@sponsorship.org or telephone +44 (0)20 8390 3311.
What is the role of the mentor?
We encourage all employers who enter their staff on the ESA Diploma to appoint an internal ‘mentor’ to oversee the smooth running of each student’s training and, as such, lend them active support throughout the course. Those who pay their own fee will be able to build a close relationship with the tutors to help work through issues if they arise.