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This course covers the principles of buying and selling, activating, valuing, and measuring sports sponsorships of all types - global to local, pro to grass roots - to accomplish sales, marketing, branding, and other business objectives. Participants will learn how to tap the power of sports and affinity marketing to create emotional connections between brands and their customers/prospects. Starting with the lens of the sponsor/brand/buyer, students will look at how to compare opportunities with vastly different offerings and determine the most strategic fit and how to maximize return through effective activation. Next, students will look at how to package and sell sports marketing and sponsorship programs as well as servicing and renewing. Specific classes will also be devoted to pricing, measuring, and negotiating -- all of which are equally relevant to sports sponsorship buyers and sellers. Part of the sports marketing and public relations specialization. Prerequisite: MSA 402 or permission of instructor.
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