This document provides information about the module "Sponsorship, Fundraising and Public Relations". It includes the module leader's contact details, learning outcomes, content areas, assessment details, and reading list. The module aims to outline the importance of promotion, public relations, sponsorship and fundraising for successfully running events. Students will analyze sponsorship sources, evaluate the role of PR, and complete two coursework assessments - a sponsorship plan and promotional plan for a student event.

1. MODULE HANDBOOK
2012-2013
Sponsorship, Fundraising and
Public Relations
5EM507
Module Leader: Neil Walsh
Room: NL204
Email: n.walsh@derby.ac.uk
Tel: 01298 330510
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2. TABLE OF CONTENTS
TABLE OF CONTENTS...................................................................................................................... 2
MODULE DESCRIPTION................................................................................................................... 3
LEARNING OUTCOMES.................................................................................................................... 3
INDICATIVE CONTENT / AREAS OF STUDY.......................................................................................3
TEACHING TEAM ............................................................................................................................ 3
TEACHING AND LEARNING STRATEGY............................................................................................. 4
ASSESSMENT.................................................................................................................................. 4
REGULATIONS................................................................................................................................ 4
STUDY PATTERN - MODULE TIMETABLE.......................................................................................... 5
ASSESSMENT BRIEF......................................................................................................................... 7
HAND IN DATES.............................................................................................................................. 9
RETURN OF MARKED WORK........................................................................................................... 9
READING LIST................................................................................................................................. 9
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3. MODULE DESCRIPTION
Number of Credits: 20
Credit Level: 5
Pre-requisite: None
Co-requisite: None
Semester of delivery: Autumn
Assessment (mode/weighting): Sponsorship plan (50%)
Promotional plan (50%)
Module Leader: Neil Walsh
Study hours: 164
Contact hours: 36
Often the revenue necessary for an event or an organisation comes from sponsorship or funding by public,
not-for-profit and private organisations. This applies to a range of events; weekend music festivals,
community festivals, sporting events and various companies. However given the growth of events as a
panacea for economic growth and regeneration, the number of events competing for sponsorship and
funding far outweighs the availability of sponsors. Having secured sponsorship and funding it is essential that
an event or the vehicle for sponsorship provides a return for the sponsor/funding organisation, hence the
need for an effective promotional and public relations campaign. This module aims to outline the importance
of promotion, public relations, sponsorship and fundraising to the successful running of an event and how it
can contribute to an organisation’s success.
LEARNING OUTCOMES
On successful completion of the module, students will be able to:
1. Analyse sources for fundraising and potential sponsors in an applied context
2. Evaluate the role of public relations and promotion in an applied context
INDICATIVE CONTENT / AREAS OF STUDY
• Corporate sponsorship of festivals, exhibitions and events
• Identifying an appropriate sponsor
• Constructing a sponsorship proposal
• Identifying alternative sources of funding e.g. Heritage Lottery Fund
• Evaluation of target market and how to influence the target market
• The role of promotion, principles of promotion planning, advertising and public relations and sales
management in events management
TEACHING TEAM
Name Room Email Tel
As above
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4. TEACHING AND LEARNING STRATEGY
This module will consist of a mix of lectures, tutorials and student-centred learning. The lectures will
introduce the concepts and the frameworks of the topics and issues covered by the module. The tutorial
sessions will develop students understanding of these issues through the use of group work, industry
focused case studies and analysis of public relations practices and real-world examples of public relations.
Lectures 12 hours 6%
Seminars 24 hours 12%
Guided independent study 164 hours 82%
Total 200 hours 100%
ASSESSMENT
Assessment weighting 100% Coursework
CW1: 50% Learning outcome 1
A sponsorship plan for a first year student event paying reference to return on investment, sponsorship
alignment and intended target audience.
CW2: 50% Learning outcome 2
A detailed promotional plan (2,500 words), which evaluates the public relations for the sponsorship
opportunities for the student event. You have received sponsorship for the event and now you must write a
report outlining and evaluating your proposed PR plan and activities before, during and after the event to
provide a return on the sponsor’s investment.
Formative assessment: tutor will provide support and guidance to students during tutorials.
REGULATIONS
This module conforms fully to the relevant UG regulatory framework.
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5. STUDY PATTERN - MODULE TIMETABLE
Pre and post session
Lecture W/C Lecture Tutorial
activities/reading
Module handbook
1 28/09/12 Introduction to the module
Assignment launch
05/10/12 Introduction to sponsorship
2 Competitive advantage – case study
Reasons for corporate sponsorship
3 12/10/12 The proposal Group activity – developing a proposal
4 29/10/12 Importance of public relations to the sponsor Event sponsorship
5 26/10/12 Marketing strategy Case study
6 2/10/12 Guest speaker Questions on guest speak presentation
7 9/11/12 Press and Public Relations Case study
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6. 8 16/11/12 Promotional planning Activity on promotional campaigns
9 23/11/12 Alternative sources of funding Evaluation of sources of funding for events
Advertising and public relations
10 30/11/12 Activity on public relations
ASA
11 6/12/12 Identifying sponsorship opportunities Assignment workshop
Review of the module
12 13/12/12 Assignment workshop
Module evaluation questionnaires
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7. ASSESSMENT BRIEF
Assessment weighting 100% Coursework
CW1: 50% Learning outcome 1
Develop a sponsorship plan for a first year student event paying reference to return on
investment, sponsorship alignment and intended target audience.
Format: Essay
Mode of working: Teams of 2
Word count: 2,000 excluding tables and reference list
CW2: 50% Learning outcome 2
Produce a detailed promotional plan which evaluates the public relations for the sponsorship
opportunities for the student event.
You have received sponsorship for the event and now you must write a report outlining and
evaluating your proposed PR plan and activities before, during and after the event to provide
a return on the sponsor’s investment.
Format: Report
Mode of working: Teams of 2
Word count: 2,500 excluding tables and reference list
Formative assessment: Tutor will provide support and guidance to students during tutorials.
Full details of the University of Derby Academic Regulations (3Rs) can be found at:
http://www.derby.ac.uk/academic-regulations

8. Assessment criteria
% Element Descriptor Class
FIRST
Knowledge Demonstrates excellent coherence of ideas and an excellent knowledge
and understanding of key concepts at an intermediate level. There is a
detailed understanding of the subject matter and evidence of excellent
wider reading some of which is from primary sources. Plans are
exceptionally well communicated;
Criticality There is a very good level of critical analysis of issues and/or problems and
70 - 100 the work shows some appreciation of competing perspectives.
Application There is an excellent appreciation of how knowledge is applied to real life
contexts and some understanding of where applied knowledge gaps exist.
Evaluation There is an excellent ability to evaluate knowledge and to recognise the
quality of third party evaluations.
Communication The work is communicated with a high degree of authority and referencing
is generally accurate.
SECOND DIV 1
Knowledge Demonstrates good coherence of ideas and a good knowledge and
understanding of key concepts at an intermediate level. There is an
understanding of the subject matter and a degree of evidence of extensive
wider reading. Plans are well communicated
Criticality There is evidence of critical analysis of issues and/or problems and the
60 - 69 work shows some appreciation of competing perspectives.
Application There is a good appreciation of how knowledge is applied to real life
contexts and a little understanding of where applied knowledge gaps exist.
Evaluation There is a good ability to evaluate knowledge and to recognise the quality
of third party evaluations.
Communication The work is communicated well and referencing is mostly accurate.
SECOND DIV 2
Knowledge Demonstrates coherence of ideas and a reasonable knowledge and
understanding of key concepts at an intermediate level. There is some
evidence of wider reading. Plans lack sufficient detail in some areas
Criticality There is a little critical analysis of issues and/or problems and the work
acknowledges that there are competing perspectives.
50 - 59 Application There is some appreciation of how knowledge is applied to real life contexts
and, perhaps, a little understanding of where applied knowledge gaps exist.
Evaluation There is a fair ability to evaluate knowledge and to recognise that third party
evaluations might exist.
Communication The work is communicated reasonably well and referencing is mostly
accurate.
Knowledge Demonstrates a little coherence of ideas and some knowledge and THIRD
understanding of key concepts at an intermediate level. There is a little
evidence of wider reading. Plans are significantly lacking in detail;
Criticality There is a little critical analysis of issues and/or problems.
Application There is a little appreciation of how knowledge is applied to real life
40 - 49
contexts and, perhaps, a little understanding of where applied knowledge
gaps exist.
Evaluation There is a little ability to evaluate knowledge.
Communication The work communicates overall, but with some errors. Some referencing is
accurate.
FAIL
Knowledge Demonstrates limited coherence of ideas and little knowledge and
understanding of key concepts at an intermediate level. There is inadequate
evidence of wider reading. Plans are of a very poor standard
Criticality There is very little critical analysis of issues and/or problems.
0 - 39
Application There is very limited, or no, appreciation of how knowledge is applied to
real life contexts.
Evaluation There is very little ability to evaluate knowledge.
Communication The work is communicated poorly with a number of misunderstandings. The
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9. referencing contains unacceptable errors.
HAND IN DATES
CW1: Wednesday 5th December, 2012 by 9.00pm via e-submission
CW2: Wednesday 12th December, 2012 by 9.00pm via e-submission
Online support for e-submission can be found at http://www.derby.ac.uk/esub
RETURN OF MARKED WORK
CW1: Wednesday 9th January, 2013 via e-submission
CW2: Wednesday 16th January, 2013 via e-submission
READING LIST
[Linked to ASPIRE *Please contact the Subject Librarian for support in producing an ASPIRE
reading list]
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