This seminar presents different approaches to the planning, negotiation, implementation and control of
partnership and sponsorship forms and strategies in the media, sports, arts, entertainment, causes and
Participants acquire an understanding of the key concepts, fundamental principles, best practice examples
and theories in this area.
The lecture provides insights into different strategic approaches such as ambush marketing, philanthropy
and CSV approaches, buy-in sponsorships and hospitality activities, celebrity endorsement, marketing and
media partnerships, product and message placements, title partnerships and ownerships.
The participants shall – at the end of the course – be able to fully understand, evaluate and plan sponsoring
& partnership strategies.
The grade is based on a group assignment (40%), participation/ group works during class (20%) and
an individual exam of one hour (40%).
Required readings provided on the icorsi page.