2017/18 Taught Postgraduate Module Catalogue

LUBS5440M Sales Promotion and Sponsorship

15 creditsClass Size: 200

Module manager: Dr. Charalampas (Babis) Saridakis
Email: B.Saridakis@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2017/18

This module is not approved as an Elective

Module summary

The module provides important insights into the growing areas of sales promotion and sponsorship from both an academic and a practitioner’s perspective.The first half of the module covers sponsorship aspects. The module starts with an investigation of the origins of sponsorship and then considers all important elements of sponsorship management. It considers what sponsorship is; its evolution; what its marketing uses are; how it can be used efficiently; the benefits it can bring to the sponsor and sponsee; and how its results can be measured. An attempt will be made to uniquely consider topics of sponsorship from the perspective of both sponsor and sponsee in order to provide a holistic view of the sponsorship process.The second half of the module covers sales promotion aspects. For students studying marketing it is important to understand that sales promotion is not merely a short-term expedient solution to a variety of marketing problems. The module attempts to highlight the growing importance of sales promotion and the strategic role that this tool can fulfil. In this direction, different types of sales promotion activities (targeting both the consumer and the trade) will be analysed. Also, invaluable insights into the retail environment where such activities are usually implement will be also provided.The module will draw upon materials from relevant texts, practitioner based articles and case studies. In addition, academic journal articles will be considered, which debate current issues in those two increasingly important areas of marketing communications. The module will adopt a strategic view to the areas as well as a more practical applied tactical approach.

Objectives

This module aims to provide students with an in-depth understanding of the important role of sales promotion and sponsorship elements. This highly specialized module considers how these two promotional tools can be successfully managed; the benefits they can bring to an organization; and how their results can be measured.

Learning outcomes
Upon completion of this module students will be able to :
- Evaluate and examine the crucial role of sales promotion and sponsorship within the broader communication mix
- Identify and evaluate the roles of the many different sales promotion and sponsorship types and mechanics
- Critically assess theories that are relevant to the fields of sales promotion and sponsorship
- Evaluate the effectiveness of professional sales promotion and sponsorship campaigns

Skills outcomes
Upon completion of this module students will be able to:
Transferable
- Collaborate with colleagues in group tasks
- Quickly prepare and deliver short presentations
- Reflect on learning, critically appraise, and apply academic theories
- Present reasoned and logical arguments

Syllabus

Indicative content
Introduction to sponsorship: Definitions and its role as a marketing medium
The marketing benefits to the sponsor / The sponsorship process
The “fit” between the sponsor and the sponsee / Celebrity endorsement
Integrated marketing communications / The sponsorship proposal
Managing the sponsorship / Legal and ethical issues in sponsorship
Introduction to sales promotion: Role, context and theories
Strategic issues of Sales promotion: Developing the Sales Promotion Plan
Retail store design & consumer promotions
Trade promotions and other promotional activities
Promotional Creativity / Evaluation of Sales Promotion

It is intended that, during the course of the module and subject to availability, guest speakers from the sales promotion and sponsorship fields will visit the Business School in order to impart the latest view on the industry, key issues and trends. Also, case studies, videos and interactive material will be used to provide important insights and offer creative solutions to relevant discussion topics.

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	10	1.00	10.00
Private study hours			120.00
Total Contact hours			30.00
Total hours (100hr per 10 credits)			150.00

Private study

A total of 120 hours are available to enable students to undertake the following activities:
- Read the appropriate chapters in the recommended text and ancillary materials provided by the tutor
- Prepare group based presentations
- Undertake a group based assignment
- Examination revision

Opportunities for Formative Feedback

Feedback based on group case analysis

Addressing individual student questions and meetings with groups to discuss progress.

During seminars, students are requested to work in groups. Based on a set of short briefings and mini case studies, each group is asked to provide specific suggestions for a sales promotion and/or sponsorship-led campaign addressing certain communication objectives. These group tasks allow students to collaborate in groups.

After the students have briefly outlined their campaigns, the tutor provides bursts of formative feedback and also presents teh real campaigns actually implemented by the companies under examination. The aim of those group mini-tasks is to develop a continuous conversation between students and tutor that supports students to become reflective learners.

Methods of assessment

Exams

Exam type	Exam duration	% of formal assessment
Standard exam (closed essays, MCQs etc)	2 hr 00 mins	100.00
Total percentage (Assessment Exams)		100.00

The resit for this module will be 100% examination

Reading list

The reading list is available from the Library website

Last updated: 22/01/2018

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