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SPONSORSHIP PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
HIT439 SPONSORSHIP 5 3 3 5

GENERAL INFORMATION

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 Face to face
Coordinator of the Course Unit Assoc.Prof.Dr. ŞÜKRAN GÜZİN ILICAK AYDINALP
Instructor(s) of the Course Unit

OBJECTIVES AND CONTENTS

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)

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

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

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

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

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.
0
2
List the main features of communication in items.
3
3
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.
4

KNOWLEDGE

Factual

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.
2
2
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
0
3
Tell the basic concepts of public relations and advertising in detail.
4

SKILLS

Cognitive

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.
2
2
Use the leadership, communication and presentation skills in occupational events.
4

SKILLS

Practical

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.
3
2
Write press releases for the purpose of introducing the institution he/she works at or owns.
5
3
Create communication programs within the public relations and advertising campaign.
5

OCCUPATIONAL

Autonomy & Responsibility

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.
5

OCCUPATIONAL

Learning to Learn

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.
5

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use communication techniques in the right place, environment and time.
4

OCCUPATIONAL

Occupational and/or Vocational

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.
5

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT

Workload for Learning & Teaching Activities

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