The lecture for Master students shall cover different approaches to the
planning, negotiation, implementation and control of different
sponsorship and partnership forms and strategies in the sports,
entertainment, cultural and media field. Other areas are not a priority;
taking into consideration that more than 95% of the sponsorship money
is invested in these areas. Participants acquire an understanding of the
key concepts, fundamental principles, best practice examples and actual
The lecture provides insights into different approaches such as strategic corporate philanthropy, commercial sponsorships, affinity and cause-related marketing, celebrity endorsement, marketing partnerships and media partnerships using integrated advertisements, product placements, editorial partnerships etc.
The students will also get insights into different contract structures, the entertainment media market, the latest marketing trends in the media and entertainment industry, efficiency and effectiveness models, success factors, a management frame for organizing sponsorships and controlling methods.