Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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HIT439 | SPONSORSHIP | 5 | 3 | 3 | 5 |
GENERAL INFORMATION |
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Language of Instruction : | Turkish |
Level of the Course Unit : | BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle |
Type of the Course : | Elective |
Mode of Delivery of the Course Unit | - |
Coordinator of the Course Unit | Assoc.Prof. SARP BAĞCAN |
Instructor(s) of the Course Unit | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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Objectives of the Course Unit: | This course aims to provide the students with the ability to create projects as a theoretical introduction of corporate governance strategy. |
Contents of the Course Unit: | Contents of the course include the subjects such as definition of sponsorship, the importance and use of sponsorship in public relations, summarizing the types of sponsorship, listing the target audience of sponsorships; planning, designing and managing of sponsorship activities. |
KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to) |
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List at least 2 of the sponsorship types |
List at least 3 of the target groups of the sponsorship |
Explain the stages of project design, writing, application and evaluation in detail |
Analyze past sponsorship activities according to the elements of sponsorship accurately |
Create a sponsorship project by taking as references to the steps of the sponsorship project creation process in accordance with corporate public relations strategy |
Combine all components of sponsorship in accordance with corporate communication strategy |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
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Week | Preparatory | Topics(Subjects) | Method |
1 | Reading the related subject in the coursebook | Definition of Sponsorship and Its Historical Development of It | Lecture & Question and Answer |
2 | Reading the related subject in the coursebook | Sponsorship Goals in terms of Public Relations | Lecture & Question and Answer |
3 | Reading the related subject in the coursebook | Sponsorship Types | Lecture & Question and Answer |
4 | Reading the related subject in the coursebook | Sponsorship Categories | Lecture & Question and Answer |
5 | Reading the related subject in the coursebook | Target Groups in Sponsorship | Lecture & Question and Answer |
6 | Reading the related subject in the coursebook | Determining Sponsorship Strategies | Lecture & Question and Answer |
7 | Reading the related subject in the coursebook | Sponsorship Strategies Practices | Lecture & Question and Answer |
8 | - | MID-TERM EXAM | - |
9 | Reading the related subject in the coursebook | Preparing Sponsorship Offers | Lecture & Question and Answer |
10 | Reading the related subject in the coursebook | Evaluating the Effectiveness of Sponsorship | Lecture & Question and Answer |
11 | Literature Review, Analysing Samples | Development of Sponsorship in Turkey and Cases | Lecture & Question and Answer & Analysing Samples |
12 | Literature Review, Analysing Samples | Cases of Sponsorship in the World | Lecture & Question and Answer & Analysing Samples |
13 | Literature Review, Analysing Samples | Analysing Successful and Unsuccessful Sponsorship | Lecture & Question and Answer & Analysing Samples |
14 | Literature Review, Analysing Samples | Analysing Successful and Unsuccessful Sponsorship | Lecture & Question and Answer & Analysing Samples |
15 | - | Sponsorship Homework | Lecture & Question and Answer & Homework |
16 | - | FINAL EXAM | - |
17 | - | FINAL EXAM | - |
SOURCE MATERIALS & RECOMMENDED READING |
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Akyuz, A. (2017). Spor Sponsorlugu ve Imaj Transferi. Istanbul: Alfa Publications |
Sleight, S. (1989). Sponsorship: What It Is and How to Use It. McGraw-Hill Book |
Amoako, G. K., Dartey-Baah, K., Dzogbenuku, R. K., Junior, S. K. (2012). The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana. African Journal of Marketing Management, 4(2): 65-79. |
Demirel, A., & Erdogmus, I. E. (2014). Corporate investment in sport sponsorship and its evaluation. Athens Journal of Sports, 1(3): 173-187 |
McDonald, C. (1991). Sponsorship and the image of the sponsor. European Journal of marketing, 25(11): 31-38. |
ASSESSMENT |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Describe basic communication theories with the knowledge gained in public relations and publicity.
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0 | |||||
2 |
List the main features of communication in items.
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3 | |||||
3 |
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.
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4 |
KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.
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2 | |||||
2 |
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
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0 | |||||
3 |
Tell the basic concepts of public relations and advertising in detail.
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4 |
SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Analyze and evaluate social events at national and international level in the light of current debates.
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2 | |||||
2 |
Use the leadership, communication and presentation skills in occupational events.
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4 |
SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Follow the innovations in the field of communication and important written and oral communication tools related to the field.
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3 | |||||
2 |
Write press releases for the purpose of introducing the institution he/she works at or owns.
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5 | |||||
3 |
Create communication programs within the public relations and advertising campaign.
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5 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.
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5 |
OCCUPATIONAL |
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Learning to Learn |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Evaluate the planning processes of past communication programs, public relations and advertising practices.
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5 |
OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use communication techniques in the right place, environment and time.
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4 |
OCCUPATIONAL |
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Occupational and/or Vocational |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Plan communication programs in the awareness of ethical values in the professional work.
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5 |
WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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Type of the Learning Activites | Learning Activities (# of week) | Duration (hours, h) | Workload (h) |
Lecture & In-Class Activities | 14 | 3 | 42 |
Preliminary & Further Study | 14 | 3 | 42 |
Land Surveying | 0 | 0 | 0 |
Group Work | 0 | 0 | 0 |
Laboratory | 0 | 0 | 0 |
Reading | 13 | 2 | 26 |
Assignment (Homework) | 1 | 4 | 4 |
Project Work | 0 | 0 | 0 |
Seminar | 0 | 0 | 0 |
Internship | 0 | 0 | 0 |
Technical Visit | 0 | 0 | 0 |
Web Based Learning | 0 | 0 | 0 |
Implementation/Application/Practice | 0 | 0 | 0 |
Practice at a workplace | 0 | 0 | 0 |
Occupational Activity | 0 | 0 | 0 |
Social Activity | 0 | 0 | 0 |
Thesis Work | 0 | 0 | 0 |
Field Study | 0 | 0 | 0 |
Report Writing | 0 | 0 | 0 |
Final Exam | 1 | 1 | 1 |
Preparation for the Final Exam | 1 | 6 | 6 |
Mid-Term Exam | 1 | 1 | 1 |
Preparation for the Mid-Term Exam | 1 | 5 | 5 |
Short Exam | 0 | 0 | 0 |
Preparation for the Short Exam | 0 | 0 | 0 |
TOTAL | 46 | 0 | 127 |
Total Workload of the Course Unit | 127 | ||
Workload (h) / 25.5 | 5 | ||
ECTS Credits allocated for the Course Unit | 5,0 |