Events Organizations and Sponsorship

N/A

The teaching/learning methodology aims to facilitate the integration of the contents by the students. The syllabus will be developed using expository and active teaching methods:

a) expository sessions with audiovisual materials

b) individual and group practical activities

c) discussion of real cases centered on the different topics in the syllabus

d) presentation of final group assignments

Assessment will be carried out using one of the following options:

1. Continuous/periodic assessment:

a) participation individual and in group work proposed by the teacher during classes: 15%.

b) a final group assignment to be presented in class (respecting the groups previously formed): 45% (minimum mark: 9.5)

c) a written assessment test on the syllabus covered: 40% (compulsory minimum mark of 7.5)

2- Assessment by exam: will consist of an individual written test: 100%

With this Course Unit, it is intended that students will be able to:

1. Understand the organization of events as a strategic communication tool

2. Distinguish between sponsorship and patronage and identify their advantages for organizations

3. Develop the ability to plan, organize and implement organizational events

4. Prepare the processes and strategies for attracting partnerships through sponsorship and patronage

5. Design and implement communication actions to involve organizational stakeholders and reinforce the image of organizations through events

6. Evaluating the impact of strategic event management and organizational partnerships

1. Events as a Communication Strategy

1.1. The importance of Events in Organizational Communication

1.2. Types of organizational events: institutional and marketing

1.3. C. Strategic Events Planning: from objectives to evaluating results

1.4. The importance of internal events for organizational culture

1.5. Sustainability in Organizing Events

2. Sponsorship and Patronage

2.1. Concepts, Boundaries and Applications

2.2. Objectives and Benefits for Companies

2.3. Types of Sponsorship and Patronage: commercial results Vs support for social causes

3. Integrating Sponsorship and Patronage into the Organization of Events

3.1. Finding the right support: managing partnerships and counterparts.

3.2. Brand Activation Proposals for Patrons and Sponsors

3.3. Drawing up Proposals in line with ESG Goals

4. Marketing and Communication for Events

4.1. The event as a product

4.2. Targets and messages

4.3. Promotion mix

• - Exam - 100.0%

• - Individual and/or Group Work - 45.0%
• - Frequency - 40.0%
• - participation in carrying out individual and group activities set by the teacher during lessons - 15.0%

NAO