Course Title: Sponsorship Communication

Part A: Course Overview

Course Title: Sponsorship Communication

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2006,
Sem 1 2007,
Sem 1 2008,
Sem 1 2009


City Campus


345H Media and Communication


Sem 1 2010,
Sem 1 2011,
Sem 1 2012

Course Coordinator: Dr. Bradley Wilson

Course Coordinator Phone: +61 3 9925 3861

Course Coordinator

Course Coordinator Location: Building 9 Level 5 room 20

Course Coordinator Availability: Email for an appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course extends, through an in-depth exploration of the nature of sponsorship communication, the broader understanding of Integrated Marketing Communication. It looks at opportunities, strategies, and means to measuring exchanges between ‘sponsees’ aiming to attract budget, and ‘sponsors’ aiming to make strategically sound investment choices. It explains through current examples of best practice, sponsorship activation and factors influencing sponsorship success, and the processes of effective implementation of this exchange. In examining the characteristics that influence exchanges between ‘sponsee’ and ‘sponsor’, this course aims to define the various forms of sponsorship used in contemporary advertising. This is an elective course in the Graduate Diploma and Master of Advertising, Master of Communication (Advertising) programs.

Objectives/Learning Outcomes/Capability Development

You will be assessed on your development of the following graduate capabilities in this course:

• conduct and/or use research, critically evaluating its significance for decision-making within a global
communication and convergent media context
• evaluate and apply theories, in order to devise and present advertising communication strategies and
solutions based on market sectors and industry trends
• solve advertising and marketing communications problems for successful outcomes, both individually
and as a collaborative interdisciplinary team member
• critically analyse and respond to sustainable, social, technological, historical and economic change
affecting and influencing the advertising and marketing communications industry

On successful completion of this course, you will be able to:

  1. Have an understanding of the communication potential of various forms of sponsorship.
  2. Develop communication strategies to maximise the gains to brands from the process of sponsoring.
  3. Identify new opportunities for sponsorship-related communication.
  4. Define and measure sponsorship effects.
  5. Identify changes in advertising practice to incorporate sponsorship approaches.

 This course will take a blended approach in its delivery with learning activities that involve a range of activities including lectures, discussions, group activities and individual research.

Overview of Learning Activities

Lectures will be based around the body of knowledge about sponsorship communication.

Students will prepare an individual paper on a particular theme of Sponsorship. 

In addition, working in teams, an existing sponsorship campaign will be analysed and a sponsorship communication plan for a brand developed.

Overview of Learning Resources

Lecture notes, reading list and other resources can be accessed on the course website. Students will also be expected to locate other sources of information.

Overview of Assessment

- Individual Paper: submission of an academic paper on a prescribed theme relating to Sponsorship 
- Sponsorship Campaign Analysis. 
- Sponsorship Communication Plan