Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This course examines and critically evaluates key areas of event marketing, including event concept creation, event bidding, event markets and event marketing environments. Event branding and measurement and alternative marketing strategies are also examined from an event vision and objectives. Students will draw on these insights when focusing on contemporary issues in event sponsorship management. Event asset analysis, customisation of sponsorship strategies and marketing objectives are examined with a view to leveraging and managing a sponsor's portfolio. The course also addresses the principles of fundraising in the context of events and explores avenues for attracting funding from the public sector and private sector philanthropy.
Events represent a unique form of service product development to satisfy diverse stakeholders including consumers, sponsors or financiers, government, community and media. This course is designed to introduce students to event marketing, sponsorship and fundraising theory and practices. It provides students with an understanding of the event marketing principles as well as sponsorship and fundraising management process as it applies to event management. In particular, the course explores issues related to event marketing strategies, plans and related research. It also addresses sponsorship and fundraising policy and strategy formulation, planning and attracting a portfolio of sponsors, working with sponsors as partners to leverage their investment, and evaluation of outcomes.
Sustainable Development Goals - UQ Business School is a proud supporter and Advanced Signatory of the United Nations Principles for Responsible Management Education (UN PRME). As part of the largest global collaboration between business schools and the UN, the school emphasises its role in empowering students to drive societal transformation through the Sustainable Development Goals. The SDGs highlight that a thriving economy relies on a healthy environment, aiming to balance economic growth, social well-being, and environmental protection for a sustainable future.
Course requirements
Incompatible
You can't enrol in this course if you've already completed the following:
EVNT7002
Course contact
Course staff
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
- Full name
- Student ID
- Course Code
Aims and outcomes
Thisﾠcourse aims toﾠintroduce event marketing principles and sponsorship theory and practices, providingﾠstudents with an understanding of marketing strategies as well as sponsorship and fundraising management processes across a range of event contexts.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
explain the theories, concepts, and models applied to the study of event marketing, sponsorship and fundraising management
LO2.
evaluate an event's marketing mix relative to its vision and goals, and the interests and behaviours of its target markets and stakeholders
LO3.
analyse issues arising from an event's and its sponsors' sponsorship policies, planning and process
LO4.
develop sponsorship and fundraising strategies to maximise benefits for the event and its stakeholders
LO5.
formulate an effective and appropriate sponsorship proposal
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Examination |
In-Semester Exam and Infographic Workshop
|
30% |
3/04/2025 8:00 am
90-minutes exam during Class Time |
| Poster | Infographic - Event sponsorship plan evaluation | 30% |
9/05/2025 3:00 pm |
| Presentation | Sponsorship proposal pitch | 40% |
9/06/2025 3:00 pm |
Assessment details
In-Semester Exam and Infographic Workshop
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 30%
- Due date
3/04/2025 8:00 am
90-minutes exam during Class Time
- Other conditions
- Time limited.
Task description
The in-semester exam will take place in class in Week 6. NOTE: there is NO online option.
The exam will test your understanding as well as the application of the material presented in the seminars and readings. In an effort to extend your understanding, the exam will also challenge you to critically analyse the material. The exam will involve multiple-choice questions and short answer questions.
More detail will be provided in class and on Blackboard.
The exam duration is 90 minutes plus 10-min perusal time.
A workshop on infographic development is scheduled to take place at the end of the exam.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 90 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed Book examination - no written materials permitted |
| Exam platform | Paper based |
| Invigilation | Invigilated in person |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Infographic - Event sponsorship plan evaluation
- Mode
- Written
- Category
- Poster
- Weight
- 30%
- Due date
9/05/2025 3:00 pm
Task description
WORKING INDIVIDUALLY, you are required to analyse and evaluate an event's current sponsorship assets, programme and portfolio, and discuss their strategic implications. This task requires you to take a systematic approach and adopt critical thinking to understand the complexity of the sponsorship planning process. A list of approved events will be provided in class and on the course Blackboard site.
In the weekly seminars, you have been introduced to a number of issues/problems that may arise during an event's sponsorship planning process. Based on your research and evaluation of the event's existing sponsorship policies, management, and strategies, determine a correct course of action for addressing the issues/problems raised.
You will prepare an infographic (using Canva’s Infographic function, or similar) that encapsulate your analysis and discussion. An infographic is a visual representation of an idea or data, and yours should be succinct, entertaining and eye-catching. Your analysis and recommendations should be well-supported by academic research, with in-text citations and a reference list (an additional page attached to the Infographic) formatted according to APA Referencing Guidelines. A minimum of 6 references is required. You should incorporate informative text and engaging images or graphics to appeal and explain your findings to your audiences.
Your infographic should address the following aspects:
- A brief overview of the event (experiences/programs, target segments, market positioning, etc)
- Identification of the event's sponsorship assets and their value to sponsors
- A detailed evaluation of the event's sponsorship program, event-sponsor fit, and sponsorship portfolio
- Discussion of the strategic implications of the current sponsorship plan based on your evaluation
Your infographic should be concise, clearly argued, and creatively crafted. It should be limited to TWO infographic pages. An additional, separate reference list should be attached to the infographic.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Submission of the Infographic will be via Turnitin on Blackboard.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Sponsorship proposal pitch
- Mode
- Product/ Artefact/ Multimedia
- Category
- Presentation
- Weight
- 40%
- Due date
9/06/2025 3:00 pm
Task description
WORKING INDIVIDUALLY, you are required to develop a sponsorship proposal for the event you analysed in the "Event sponsorship evaluation infographic". Develop a sponsorship proposal that you would use to target ONE sponsor you have identified as a possible target for your event. The sponsorship proposal must be developed for a potential/new sponsor. The proposal will be presented in a 12-15-minutes recorded presentation (max. 15 min), using PowerPoint slides with narration. The presentation should involve the development of a full sponsorship proposal pitch that is concise, persuasive, and professionally articulated. Scholarly, as well as industry evidence, will be integral to performance.
When preparing the sponsorship proposal pitch, ask yourself - If I was the sponsor, would I invest in this event?
- What is the organisation being asked to sponsor?
- What will the organisation receive for its sponsorship?
- How can the sponsorship be leveraged?
- What is it going to cost?
Be as creative as you like. You might want to create a themed proposal to reflect your event’s personality/concept. However, be sure to address the following aspects of the sponsorship proposal in your presentation:
- Brief introduction
- Description of the event (be sure to highlight the event's programs, unique selling propositions, and success to date)
- The audience profile (e.g., demographics, purchasing behaviour, geographic locations, and/or attendance patterns). Note: This information should be based on logic and research, but can also be partly hypothetical.
- The opportunity for this sponsor (e.g., event-sponsor compatibility)
- An overview of sponsorship package: potential benefits, rights, status, value-adding, etc.
- Outline of supporting marketing plan/sponsorship servicing/leveraging that could be included in the sponsorship package for this sponsor
- Sponsorship investment ($ value or in-kind) and duration of the agreement
- Concluding notes - Call for action/interest with reference to further contact/discussions
- References - APA (7th edition) is required for all the assessment items in this course. For guidance please refer to UQ library website.
SUBMISSION FORMAT:
- This assignment does not require a face-to-face presentation. Instead, you will create a 12-15 minutes (maximum 15 minutes) PowerPoint slide show with narration (as you would present it to a 'live' audience). If you are unfamiliar with recording a slide show with narration, click HERE. You can also find useful information on this website.
- You will need to submit ONE PowerPoint file. While you may want to submit a video file recording your presentation slides and narration, uploading a video file to Blackboard tends to take longer and results in submission failure. Try to avoid submitting a video file or a large file.
- The PowerPoint Slide show file needs to be submitted electronically to Blackboard. Please ensure that you received a submission confirmation email upon submitting your assignment.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Seminar |
Introduction and course overview Introduction to event marketing, sponsorship and fundraising; briefing on course assessment |
Week 2 |
Seminar |
Strategic marketing / brand management Destination event portfolio, strategic marketing framework, and development of a marketing plan Case studies: PyeongChang 2018 x Visit Korea Year campaign, the Oberammergau Passion Play, Kobe Luminarie |
Week 3 |
Seminar |
Event product portfolio and event place Event product concept, innovation, event servicescape, and delivery Case studies: 2020 Olympic and Paralympic Games candidate cities, Rio 2016 Olympic and Paralympic Games, Australian Open Tennis, Le Diner en Blanc |
Week 4 |
Seminar |
Integrated Marketing Communications IMC concepts, strategies, and media considerations Case studies: Busan OneAsia Festival and its IMC strategies, Ekka, Australian Open Tennis, Fyre Festival |
Week 5 |
Seminar |
Pricing, Sources of Revenue, Ticketing Setting event ticket prices, ticketing approaches, merchandising and other sources of revenue Case studies: World Wrestling Entertainment |
Week 6 |
Seminar |
In-Semester Exam and Infographic Workshop In-class exam followed by infographic workshop |
Week 7 |
Seminar |
Sponsorship Planning: Assets and Strategy Sponsorship policy, plan, process, and portfolio strategy Case studies: Shinsegae's sponsorship of the Korea Ladies Professional Golf Association Tour, Sweet Marathon, Samsung's sponsorship portfolio |
Week 8 |
Seminar |
Week 8 - Creating Effective Sponsorship Proposals Developing a sponsorship proposal and setting sponsorship price |
Mid-sem break |
No student involvement (Breaks, information) |
In-Semester Break No class this week |
Week 9 |
Seminar |
Leveraging the Sponsorship Relationship Developing marketing communications and strategies for sponsorship leveraging and activation Case studies: LG's e-Sport League of Legends Champions Korea sponsorship leveraging, Australian Open Tennis, Kleenex's sponsorship of Guide Dog's Australia |
Week 10 |
Seminar |
Measuring and Evaluating Sponsorship Sponsorship servicing - measuring and evaluating sponsorship outcomes including ROI and ROO Case studies: Samsung's sponsorship of the PyeongChang 2018 Winter Olympic Games and social media engagement metrics |
Week 11 |
Seminar |
Legal and Ethical Aspects of Sponsorship Sponsorship agreement, legal and ethical considerations, and ambush marketing Case studies: Ambushing Olympic sponsorships |
Week 12 |
Seminar |
Grants and Special Fundraising Events Fundraising policies, planning and strategies, and grant application process - Part 1 Case studies: Seoul Kimchi Festival |
Week 13 |
Seminar |
Fundraising Policies and Strategies Fundraising policies, planning and strategies, and grant application process - Part 2 |
Additional learning activity information
Sustainable Development Goals
This course integrates the following Sustainable Development Goals (SDGs) through lectures and assessment.
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.