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2022/23 Taught Postgraduate Module Catalogue

LUBS5440M Sales Promotion and Sponsorship

15 creditsClass Size: 200

Module manager: Mark Mills

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2022/23

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.


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:
- 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


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 typeNumberLength hoursStudent hours
Private study hours121.00
Total Contact hours29.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)2 hr 00 mins100.00
Total percentage (Assessment Exams)100.00

The resit for this module will be 100% by 2 hours examination

Reading list

The reading list is available from the Library website

Last updated: 29/04/2022 15:28:11


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