Corporate Sponsorship - unit guide by Elvira

BA (Hons) Advertising BA (Hons) Marketing Communications BA (Hons) Public Relations Level H/6 option Corporate Sponsorship Unit Guide 2016/17 Unit leader: Natasha Tobin Office: W427 (01202) 968186 Tutors: Lindsey Sergeant

Dr Mona Esfahani

Contents Definitive Unit Information A big welcome from the teaching team

Tutor biographies

3-4

Contact time and independent study

4-5

Individual Learning Objectives

Assessment: formative and summative feedback

6-7

Timetable and teaching programme

8-10

Reading lists: Indicative learning resources

Themed sponsorship and marcoms reading lists grouped by topic

10-14

Assignment 1 brief: Celebrity Crisis Communication Analysis (individual report) Assignment 2 brief: Sponsorship campaign proposal (group presentation report)

15-18 18-22

Definitive Information for Corporate Sponsorship Unit Number: Credit value: ECTS equivalent credit value: Semester 1: 2016/17

MS-CMCUG-H-0375 20 credits 10 credits Level 6/H

Welcome to Corporate Sponsorship Thank you for choosing the Corporate Sponsorship Unit for your final year degree elective studies. We know what it’s like to returning to university after working as a professional during your placement, and recognise that you’ll need to get up to speed quickly with your academic reading and knowledge of key Marcoms theories relevant to your assignments. There will be an opportunity to apply your knowledge of practice and campaigns to your work on this unit, and to study a very exciting area of the communications business which is experiencing major financial growth. According to Statista, which collates statistics along with ONS, European Commission and DCMS, in 2016, sponsorship deals across Europe were valued at $15.9 billion US dollars compared with $12.1 billion in 2009. This unit will also be really helpful for your dissertation studies. You will also develop your skills in collecting evidence and insight (both qualitative and quantitative – but these are small projects) to underpin your recommendations in both your individual and group assignments. So by the time you do get down to writing your dissertation, you should be very comfortable with these approaches. Why do you need to create insight/primary evidence? Put simply it’s research gold for Marcoms campaigns. Without it corporate teams cannot justify their strategies and expenditure on sponsorship campaigns. It helps professionals in this field to deliver better focused and more effective programmes, that are more measurable, and that most importantly, speak the language of the top decision-makers in organisations. We hope you’ll enjoy working on your projects for this unit. We also wanted to gently remind you that attendance is crucial if you want to pass – and do well. We’ll be keeping registers which will be called upon by our Programme Leader. Consider this to be like a professional campaign job and you’ll be fine. If for any reason you can’t get to a session, please let the Natasha Tobin (unit leader) know by email. If you need to arrange mitigating circumstances for serious health or personal reasons (which must be accompanied by official evidence), then please contact your academic adviser or Programme Leader, Joyce Costello. Please note that these need to be submitted in advance of any degree assignment due date in order to be taken into consideration. Please also let us know, by email if you can (we’re out and about a lot) if you are struggling with any part of the Unit or assignments – we’d be happy to help with advice. Your teaching team Unit Leader: Natasha Tobin Natasha has 25 years’ senior level experience leading corporate and marketing campaigns. In terms of sponsorship, she has negotiated sponsorship deals between Opodo and Formula 3, Royal Association for Disability and Rehabilitation and also UNESCO with Thomson Holidays, Born Free Foundation for Britannia Airways, British Heart Foundation and celebrity

campaigns with sports and soap actors with a family history of heart conditions, as well as Charity of the Year deals with Tetley and fundraising with Flora Margarine. As a board director of Bournemouth Symphony Orchestra and also the Arts Council England’s support for PDSW Natasha has prepared funding briefs for brands working with arts festivals, and mentored with the Royal Opera House of big corporate sponsorship deals (e.g. Deloitte Ignite). Natasha also worked with Government Ministers and the PM on Health (launching Change4Life with media sponsors), Housing and Financial crisis management after the 2008 market crash, having a good appreciation as a former broadcast editor and journalist of issues management. Natasha is currently a group chair at the Chartered Institute of Public Relations and a registered Accredited PR Practitioner. Unit tutor: Lindsey Sergeant Lindsey Sergeant graduated from BU in 2003 and has since enjoyed a 13 year career within Advertising, PR and Events. As advertising Production Manager across agencies, she has helped build brands such as Condor Ferries, Brittany Ferries, BMW and HobbyCraft. Moving from Advertising to Public Relations, she oversaw brand redesign of the charity Autism Wessex; managing all communication channels for the charity while handling crisis communication, events, financial targets, stakeholder relationships and corporate sponsorship. As a previous BU graduate she is passionate about the University and local area, and has been lecturing in Event Management, Leisure Marketing and Communication since January 2015. Unit tutor: Dr Mona Esfahani Mona is your quantitative research skills guru. She presents this in a friendly, accessible and logical way, to help you to get your head around the basics.

How much work do I need to put into this unit? Student study hours: 8 hours per week (absolute minimum). BU has estimated that you should dedicate 128 hours this semester to reading, preparation and planning for your assignments for this unit. Contact time Class contact: 4 hours per week. Our timetable includes a two-hour lecture and a two-hour seminar per group. There are two seminar groups this year.

Aims of this unit This unit has been refreshed with new content this year. These have been a full quality assurance and validation process. Our CMC degrees are also reviewed by BU’s curriculum advisors from the marketing and communications industry. This forms part of the accreditation of your degree by the professional bodies: The purpose of this unit is to assist you to:

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Analyse the growing importance of corporate sponsorship as a marketing communication tool; to evaluate approaches in assessing sponsorship effectiveness, and to develop a critical understanding of using relevant corporate communications activities to leverage the sponsorship outcomes.

Individual Learning Objectives (known as ‘ILOs’) The ILOs identify the key areas of your learning during this course: 1. Examine the development of sponsorship as a fully integrated marketing communications channel. 2. Understand the corporate sponsorship decision-making process. 3. Appreciate the variety and different forms of sponsorship activities. 4. Critically evaluate the effectiveness of sponsorship programmes. 5. Consider contemporary and ethical issues in sponsorship. 6. Development of sponsorship campaigns. 7. Evaluate crisis situations and provide recommendations.

Indicative content:           

Case studies from industry, not-for-profit organisations and core sectors, such as sports, celebrity/retail and arts/culture marketing. Strategic planning and analysis. Developing skills to deliver better quality insight/research for marketing communications. Develop your knowledge of quantitative research methods for marketing communications practitioners. Build skills in issues and crisis identification and how to manage these situations more effectively. Strengthen your campaign development skills. Learn about the history and growth of sponsorship. Understand the sponsorship decision-making process (including how to back out of deals) and its impact on the brand and corporate financial targets. Brandjacking Measuring sponsorship effectiveness The value of the sponsor as a brand endorser and its influence on how publics/stakeholders/media recognise and frame the corporate brand.

Learning and teaching methods Lectures, student-led seminars and practical workshops will draw on analysis of theory and practice, including case studies. We will also be joined by visiting lecturers.

Assessment Formative feedback and assessment Formative feedback focuses on your learning during seminars and lectures. This may involve participating in a Q&A in a lecture, getting advice about an assignment, or feedback on regular presentations that you will be asked to give, based on your prior reading, during seminars. It also includes tutorial time. This helps to build your knowledge and gradually develop your understanding of the topic, in preparation for the two assignments for this unit. There are lots of opportunities during this unit for formative assessment and these have been planned, as you’ll see from the timetable, for this course. Please also don’t worry about coming forward with a question if you’re not clear about what you’ve learned in class. Discussions in class about your assignment briefs also support formative learning.

Formative Learning is recognised as an essential phase in your growth and development in Higher Education and should be as important to you as your final marks and assignment feedback. Summative Assessment This includes the feedback that you will get on your assignments. The teaching team take time with this and it’s designed to help you to strengthen your academic and professional marketing communications work. This will be done through Turnitin. We may also give feedback about your first assignment to you all in lectures (not identifying any particular student) about what you did well, but also highlighting areas for improvement, which could really help you for your second assignment. You will also get a mark for each assessment based on how well you have addressed the assignment brief. We have made every effort to structure marking criteria clearly and simply. This will be aligned with the BU Level 6 official marking guide (e.g., a ‘rubric’ that identifies the quality of work required at your level. This defines a fail, a pass, merit, distinction etc.). There will be two lectures on this unit where we’ll take you through the assignment brief and the marking guide. We’ll also take you through the Level 6 marking guide too so that you understand what the university means by terms such as ‘analysis’ and ‘synthesis’ (and more).

Timetable and teaching programme Monday Lecture: 11.00 – 13.00 in PG11 Thursday seminars: Group A: 09.00 – 11.00 in TAG 30 Group B: 13.00 – 15.00 in TAG 31 Lecturer ME Mona Esfahani LS Lindsey Sergeant NT Natasha Tobin G Guest Speaker Week 1 26.09.16

2 03.10.16

Lecture Part 1: Welcome and your introduction to Assignment Brief 1. Part 2: Sponsorship since 20th century. Part 1: Celebrity endorsement: Brand connotations and consumer psychology.

Seminar Team analysis of a celebrity crisis case study. Present your findings to the seminar group.

LS/NT

Defining a crisis. Marketing panel decisionmaking: Cycling investment.

Please bring an example of a celebrity crisis to the seminar

Part 2: Ian Marsland Researching media content.

What are the antecedents of a crisis? How do marketing communications professionals respond and deliver campaigns to contain their brands from further damage? 3

Arts sponsorship and crisis communication.

Stakeholders and publics: what do they think?

10.10.16

BP Case study and an assessment of the reputation risk. What would you do?

During the session we’ll prepare a board briefing with recommendations to the BP scenario and an analysis of the stakeholders/publics involved.

Why do corporates sponsor sports? Changing the sponsorship portfolio to fit with

Framing and content management analysis for your assignment.

17.10.16

NT/LS

corporate strategy 5 24.10.16

6 31.10.16

07.11.16

14.11.16

21.11.16

Not for Profit Charity of the Year examples. Managing issues – Marcoms operations.

In this session you will be given a not-for-profit corporate sponsorship crisis to manage. How do charities remain a positive, persuasive profile and retain donation targets?

Part 1: Assignment 1: Review the marking guide, open forum Q&A, prepare a checklist for your assignment

Tutorial session Present your drafts & report structure for feedback. Identify gaps in your thinking and literature.

Part 2: Recap on Campaign Strategy design – key phases and structure.

Please identify your groups for assignment 2

Reading Week/Assignment completion

Assignment 2: Group campaign proposal detailed briefing.

Quantitative research skills for marcoms insight

Lecture: Corporate case histories: Corporate sponsorship: alliances Easyjet and UNICEF Premier League and Barclays Rob Mitchell, Commercial Director, AFCB Bournemouth.

NT/LS/M E

Please bring along or have discussed your mini research plan / questionnaire idea for Assignment 2. Second part of the quantitative research skills for marcoms insight.

LS/ME

How will you present your findings in assignment 2? 28.11.16

Strategy structure and sponsorship campaign evaluation: using the evidence you’ve collected to justify success.

Present your draft campaign proposals and research in groups.

NT/LS

Strategy examples 05.12.16

Mock Presentations in Groups: Please come to the lecture theatre

Mock presentations in Groups: Please come to your seminar group room

12.12.16

Independent study

19.12.16 -06.01.17Â

Seasonal break/Xmas

09.01.17

A google appointment slot will be provided: Review meetings for your campaign presentations Marked Live Group Presentations

A google appointment slot will be provided. Review meetings for your campaign presentations Marked Live Group Presentations

16.01.17

LS/NT

IMPORTANT: ASSIGNMENT 2: Every student in each group must upload their presentation report to Turnitin by 16 January 2017 by 12 noon at the latest. It is recommended that you do this before this date to cover yourself. You may not give your assignment 2 to your lecturer as it must be formally recorded as received on time for assessment on Turnitin by the Student Services team.

Reading lists for Corporate Sponsorship You are mainly expected to search for additional literature that you find particularly interesting or relevant to the lecture topic, your needs and experiences. At level 6/H we expect you to have read academic journal articles as well as books and trade press/ social media campaign examples and be able to blend the lessons from these texts into your own clear and practical findings for your assignments. The following is only a brief list of recommended references. These are also grouped thematically to help you.

Indicative key learning resources: Amis J. & Cornwell T.B., 2005. Global Sport Sponsorship. Oxford: Berg/ Oxford International Publishers Ltd. Fill, C., 2009. Marketing Communications: Interactivity, Communities and Content. 5th Edition. Harlow, England; New York: Prentice Hall/ Financial Times. Masterman, Guy; Wood, Emma H.,2006. Innovative Marketing Communications: Strategies for the Events Industry. (E-book) Elsevier Science & Technology. Skinner, B. E., 2003. Event Sponsorship, Hoboken, NJ: Wiley. Shank, M. D., 2009. Sports Marketing: A Strategic Perspective. 4th Edition. Upper Saddle River, N.J: Pearson Prentice Hall.

Corporate Sponsorship themed by topic: Please take a look at these sources, particularly if they interest you and are relevant to your assignments. You are not expected to have read them all though you should find many that are relevant for both of your assignments.

The Nature and History of sponsorship ď&#x201A;ˇ Erdogan, B. Zafer, and Philip J. Kitchen. (1998) Managerial mindsets and the symbiotic relationship between sponsorship and advertising." Marketing Intelligence & Planning 16(6), 369-374.

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The nature and history of sponsorship Meenaghan, T. (1991). Sponsorship–legitimising the medium. European Journal of Marketing, 25(11), 5-10. Mennaghan, J. A. (1991). The role of sponsorship in the marketing communications mix. International Journal of Advertising, 10(1), 35-47. Amis J. & Cornwell T.B., 2005. Global Sport Sponsorship. Oxford: Berg. Ashforth E. Blake and Mael F., 1989. Social Identity Theory and the Organization. The Academy of Management Review, 14 (1), 20-39 Gwinner, K., 1997. A Model of Image Creation and Image Transfer in Event Sponsorship. International Marketing Review, 14 (3), 145-158 Gwinner, P.K. and Eaton, J., 1999. Building Brand Image Through Event Sponsorship: The Role of Image Transfer. Journal of Advertising, 28 (4), 47-57 Fisher, J.R. and Wakefield, K. (1998) Factors Leading to Group Identification: A Field Study of Winners and Losers. Psychology & Marketing, 15 (1), 24-40 Endorsement and celebrity endorser Daneshvary, R., & Schwer, R. K. 2000. The association endorsement and consumers’ intentions to purchase. Journal of Consumer Marketing, 17(3), 203213. Erdogan, B.Z. (2010). Celebrity endorsement: A literature review. Journal of Marketing Management, 15, 4, 291-314. Kamins, M. A. (1990) An investigation into the ‘match-up’ hypothesis in celebrity advertising, Journal of Advertising, 19, 11, 4-13 Knittel, C. R., & Stango, V. 2013. Celebrity Endorsements, Firm Value, and Reputation Risk: Evidence from the Tiger Woods Scandal. Management Science. 1-17. Lynch, J.& Schuler, D. (1994) The match-up effect of spokesperson and product congruency: A schema theory interpretation, Psychology and Marketing, 11, 5, 417-445 McCracken, G. (1989) Who is the celebrity endorser? Cultural foundations of the endorsement process, Journal of Consumer Research, 16, 3, 310-321 Thwaites, D., B. Lowe, et al. (2012). The Impact of Negative Publicity on Celebrity Ad Endorsements, Psychology & Marketing 29, 9, 663-673. Turner, G., 2004. Understanding Celebrity. London: Sage. Crisis Communications Coombs, W.T. (2007) Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10 (3), 163–176 Coombs, W.T. (1999) Information and compassion in crisis responses: a test of their effects. Journal of Public Relations Research, 11 (2), 125-142 Gundel, S. (2005) Towards a new typology of crises. Journal of Contingencies and Crisis Management, 13 (3), 106-115 Howell, G. and Miller, R., 2006. How the relationship between the crisis life cycle and mass media content can better inform crisis communication. PRism online journal, 4 (1), 1-14.

Arts sponsorship  O’Hagan, J. & Harvey, D. (2000). Why do companies sponsor arts events? Some evidence and a proposed classification. Journal of Cultural Economics, 24, 3, 205-224.  O’Reilly, D. & Kerrigan, F. (2010). Marketing the Arts: A Fresh Approach. Routledge  Quester, P. G., & Thompson, B. (2001) Advertising and promotion leverage on arts sponsorship effectiveness, Journal of Advertising Research, 41 (1):33-47.8  Sylvestre, C.M., & Moutinho, L. (2007), Leveraging associations: the promotion of cultural sponsorships. Journal of Promotion Management, 13(3-4), 281-303. Please also take a look at the Arts Council England website and Arts Professional Magazine. Both are online.      

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Charities and not for profit organisations Bennett, R., 2007. The use of marketing metrics in British Fundraising charities. Journal of Marketing Management. Nov2007, Vol. 23, Issue 9-10: p959-989 Bruce, I., 2005. Charity Marketing: Meeting need through customer focus, London, ICSA. Bruce, I., 2011. Charity Marketing: Delivering Income, Campaigns and Services. London, ICSA. Change, C., 2014. Guilt regulation: The relative effects of altruistic versus egoistic appeals for charity advertising. Journal of Advertising. Fall2014, Vol. 43 Issue 3: p211-227 Doyle, C., 2011. Charity Marketing Doyle, Oxford. Oxford University Press. Wymer, W. Knowles,P.& Gomes, R. Sage., 2006. Nonprofit Marketing. Marketing Management for Charitable and Nongovernmental Organisations, London, Sage Sports sponsorship Arthur, D., Scott, D., Woods, T. & Booker, R. (1998). Sport sponsorship should…A process model for the effective implementation and management of sport sponsorship programmes. Sport Marketing Quarterly, 7(4), 49-59. Amis J. & Cornwell T.B., 2005. Global Sport Sponsorship. Oxford: Berg/ Oxford International Publishers Ltd. Amis, J., Pant, N., & Slack, T. (1997). Achieving a sustainable competitive advantage: A resource-based view of sport sponsorship. Journal of Sport Management, 11, (1), 80-85. Chadwick, S. and Thwaites, D. (2004), Advances in the management of sport sponsorship: fact or fiction? Evidence from English professional soccer”. Journal of General Management 30, 1, 39-60. Gwinner, P.K and Swanson, R.S. (2003) A model of fan identification: antecedents and sponsorship outcomes. Journal of Services Marketing, 17 (3), 275 – 294 Shank, M. D. (2009) Sports Marketing: A Strategic Perspective. 4th Edition. Upper Saddle River, N.J.: Pearson Prentice Hall

Sponsorship, brand and strategy Cornwell, T.B. (2008), State of the Art and Science in Sponsorship-Linked Marketing. Journal of Advertising 37(3) 41-56.

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Farrelly, F.J. and Quester, P.G.(2005). Examining important relationship quality constructs of the focal sponsorship exchange. Industrial Marketing Management. 34 (3) Farrelly, F. and Quester, P. (2003). The effects of market orientation on trust and commitment. The case of the sponsorship business to business relationship. European Journal of Marketing. 37 (3/4). Keller, K. L., 2013. Strategic brand management building, measuring, and managing brand equity. 4th edition. Boston: Pearson. Morgan, R.M. and S. Hunt, “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing 58 (July, 1994): 20-38 Page, G., & Fearn, H. 2005. Corporate reputation: What do consumers really care about? Journal of Advertising Research, 45(3), 305–313 Smith, R., 2013. Strategic planning for public relations. 4th ed. London: Routledge. e-book available Solis, B., 2011. Engage! The complete guide for brands and businesses to build, cultivate and measure success in the new Web. Chichester: Wiley Thompson, B. (2003), An examination of sponsorship as a strategic relationship, Proceedings of the Academy of Marketing Annual Conference, Birmingham: Aston Business School, July. Zdravkovic, S. & Till, B. D. (2012), Enhancing brand image via sponsorship. International Journal of Advertising, 31, 113-132. The sponsorship management process Abratt, R., Clayton, B.C., & Pitt, L.F. (1987), Corporate objectives in sport sponsorship, International Journal of Advertising, 6, 299-311. Alexandris, K. & Tsiotsou, R. H. (2012), Testing a Hierarchy of Effects Model of Sponsorship Effectiveness, Journal of Sport Management, 26, 363-378. Cornwell, T.B., & Maignan, I. (1998), An international review of sponsorship research, Journal of Advertising, 27(1), 1-21. Groza, M. D., Cobbs, J., & Schaefers, T. (2012), Managing a sponsored brand, International Journal of Advertising, 31, 63-84. Irwin, R. L. and Asimakopoulos, M. K. (1992). An approach to the evaluation and selection of sport sponsorship proposals. Sport Marketing Quarterly, 1, 43–51 Irwin, R.L., Asimakopoulas, M.K., & Sutton W.A. (1994). A model for screening sport sponsorship proposals. Journal of Promotion Management, 2(3/4), 53Lardinoit, T., & Derbaix, C., (2001), Sponsorship and recall of sponsors, Psychology and Marketing, 18(2), 167-190. Mazodier, M. & Merunka, D., (2012), Achieving brand loyalty through sponsorship: The role of fit and self-congruity, Journal of the Academy of Marketing Science, 40, 807-820. Roy, D.P., & Cornwell, T.B. (2004), The effect of consumer knowledge on responses to event sponsorships, Psychology & Marketing, 21(3), 185-207. Tripodi, J.A., & Hirons, M. (2009), Sponsorship leveraging case studies – Sydney 2000 Olympic Games, Journal of Promotion Management, 15, 118-136. Woisetschlager, D.M. & Michaelis, M. (2012), Sponsorship congruence and brand image: A pre-post event analysis, European Journal of Marketing, 46, 509-523. Zdravkovic, S., & Till, B. D. (2012), Enhancing brand image via sponsorship, International Journal of Advertising, 31, 113-132.

The media, framing, research methods and content analysis  Tankard, J.W., 2001. The empirical approach to the study of media framing. In Reese, S.D., Gandy, O.H and Grant, A.E., 2001. Framing public life, 95-106, Mahwah: Lawrence Erlbaum Publishers.  Valkenburg, P.M., Semetko, H.A., and de Vreese, C.H., 1999. The Effects of News Frames on Readers’ Thoughts and Recall. Communication Research, 26 (5), 550-569  Weber, R.P., 1990. Basic content analysis. Newbury Park, Sage Publications Ltd  Wigley, S. and Fontenot, M., 2009. Where Media Turn During a Crises: A Look at  Information Subsidies. Electronic News, 3(2), 94-108. Punch, K.F., 2014. Introduction to Social Research: Quantitative and Qualitative Approaches. Third edition. London: Sage Publications

Assignment Briefs for Corporate Sponsorship

Coursework Assignment Brief

Level 6/H

CMC: BAA, BAMC, BAPR Faculty of Media and Communication

Academi c Year: 2016/17

Corporate Sponsorship

Title of Brief: Analysis of a celebrity brand endorsement crisis situation. Individual report.

This assignment is a formal element of coursework worth 50% of the overall unit mark

THE BRIEF This assignment requires you to identify and investigate an event or case study about a celebrity endorsement partnership, with a corporate brand, which resulted in communications management/media handling of a crisis situation. Your analysis will examine the initial rationale for the partnership, including the value leveraged by the celebrity with the brand’s publics, its relevance to the brand itself and its corporate Marcoms strategy. You should examine the context of the crisis and using a qualitative content investigation of the messaging during the crisis using news/magazines or digital channels as your source. You will then draw your conclusions based on the lessons to be learned from celebrity corporate partnerships, by making recommendations informed by your reading, qualitative content analysis research and your perspective as both a Marcoms professional and scholar. This assignment is connected to the following Individual Learning Objectives:      

Examine the development of sponsorship as a fully integrated marketing communications channel. Understand the corporate sponsorship decision-making process. Appreciate the variety and different forms of sponsorship activities. Critically evaluate the effectiveness of sponsorship programmes. Consider contemporary and ethical issues in sponsorship. Evaluate crisis situations and provide recommendations.

Assessment Criteria: This section shows how your assignment will be marked. This is broken down into percentages and sets out what you should set out to achieve in each section of your assignment. We will be using the BU Level 6/H marking rubric which identifies the standard at this level required for different bands of marks from distinction to fail. We will discuss this in our assignment brief slots during your sessions. 20% Explore the rationale for the celebrity partnership and identify the cause of the crisis which required action by the brand. Investigate the rationale for the brand/celebrity partnership and the situation and its context that led the crisis to occur. What were the synergies between the celebrity and

brand and how were those communicated at the start of the pairing? What was the strategic and financial thinking behind the partnership and how did these elements affect decision-making? Which publics did the marcoms team wish to influence, reach or even please? You support your findings with evidence from authoritative marketing, communications or advertising sources, both academic and professional. 30% A qualitative content analysis of the crisis reports in the news and social media and findings In this section you should examine a sample of real news stories and digital/social media comments from the celebrity brand crisis you have investigated. What issues emerged in the news and from comments, and how were they framed by aspects such as wider societal cultural issues/ethics/ or the editorial stance that informed the crisis? Which publics were most influential or affected by the crisis? Examining your content analysis was there evidence of a backlash against the brand or celebrity and if so where did this come from? As a result of the crisis, how distant did the celebrity become from the values of the brand that they were representing? Your analysis is a snapshot of the nature of the discussion and media reporting. This should examine a key period: fixed dates, or a particular stage of the crisis to investigate. A guideline would be 10 pieces of quality media content (an article, advertisement, corporate brand/celebrity Facebook response, a video, a page of tweets / Instagram posts, a single photograph, podcast or a blog. If you refer to a media sample in your analysis, try to include a copy of it in the appendix. 20% What tactics were used by the brand or celebrity to minimise the crisis and were they effective? You should assess this by examining best practice based on crisis communication planning. Did the brand or celebrity achieve this through their response? The effect on the endorser and the endorsee. How quickly did they respond to the issues and was it effective? Who (which publics) was the communication aimed at? How long did it take to minimise the negative effects of the crisis? 20% What recommendations would you make to the brand Marcoms team based on your research and findings? In this section you should briefly sum up your report with some useful conclusions that a marketing communications team should consider when forming celebrity partnerships, to minimise the risk of future crises. What might good practice look like? 10% Structure and presentation of document • Clarity and coherence of project. • Extent of systematic development of ideas, issues and content in logical order • Use of headings and sub-headings • Extent to which work is easy to follow and authoritative • Professional writing style and appearance • Spelling and grammar • Appropriate use of reference and citations procedures (Harvard-style) Formative assessment Formative assessment covers both feedbacks you will get back on your learning during our seminars and Q&As in lectures. It also covers feedback on your assignment proposal/ideas before you submit the work for marking. You will be able to book into a tutorial or group discussion to support your preparation of this assignment during the lecture and seminars held during: w/c 31 October 2016.

Summative assessment You will receive feedback on your individual report on Turnitin with your grade. Please take care to read this as it will help you for your next assignment. A group overview of the key learnings from the marking of your assignment will be given at the lecture of 5 December 2016. Your report should be 2000 words long. 10% leeway is allowed (+/-). Examples of the core media content cited in your report should be included in the appendix and this is outside the word count. The same applies for any tables of evidence or diagrams if you choose to produce them. Your paper should be submitted in MS Word using 1.5 or 2.0 spacing to support the marking. The assessment will also refer to the Level 6/H standard marking rubric. This is an individual report and a unique piece of work. There are penalties for plagiarism (and self-plagiarism). The policy at BU for any person who is found to have purchased an essay from a provider is immediate removal from their course and loss of all credits achieved to date. These decisions are made following a full plagiarism process, which is outlined on the next page. The latest time for you to submit your Assignment 1 report on Turnitin, is before 12 noon on Monday, 14 November 2016. Please allow plenty of time to upload your report content to Turnitin.

SUBMISSION DETAILS 2000 words. 10% leeway is allowed (+/-). Appendices, tables or diagrams fall outside the word count. MS Word please. Examples of the core media content cited in your report should be included in the appendix and this is outside the word count. The same applies for any tables of evidence or diagrams should you choose to produce any. Your paper should be submitted in MS Word using 1.5 or 2.0 spacing to support the marking. The markers will also refer to the Level 6/H standard marking rubric. This is an individual report and a unique piece of work. Penalties for plagiarism (and selfplagiarism) are great. The policy at BU for any person who is found to have purchased an essay is immediate removal from their course and loss of all credits achieved to date. These decisions are made following a full plagiarism process, which is outlined on the next page. Late submission of work without a properly approved extension will receive a zero.

DEADLINE This is an electronic submission. Please upload your assignment to Turnitin at the very latest before 12 noon on Monday, 14 November 2016. Your feedback will be available on Turnitin on Monday, 5 December 2016.

There will be a link for Turnitin on our course MyBU pages in the Assessment section. The link is usually added by Student Support a few weeks before the assignment is due. Please note that this is the final time you can submit – not the time to submit! Your feedback and mark for this assignment will be provided online on Turnitin. If you fail your assignment or need further clarification on your feedback please make an appointment by email to see your tutor. HELP AND SUPPORT Announcements for this unit will be given on our MyBU course pages. These are also forwarded to your student email account. It is your responsibility to ensure that you have synchronised your student emails to your personal email account, if you prefer this and that you regularly check-in to the MyBU course pages. MyBU does monitor frequency of engagement. Should you wish to make an appointment to talk about your work with your tutors, please make these arrangements by writing an email to the course tutor or unit leader. You can also get additional help and advice by booking an appointment with your L6 academic adviser for your course, or alternatively meet with the FMC dedicated Learning and Development team on the ground floor of Weymouth House. 

Plagiarism and Self-Plagiarism: You must acknowledge your source every time you refer to others’ work or work that you have previously submitted and been assessed on, using the Harvard Referencing system (Author/Date method). Failure to do so amounts to plagiarism or self-plagiarism which is against University regulations. Please refer to http://www.bournemouth.ac.uk/library/how-to/plagiarism.html for further details of this and to https://www1.bournemouth.ac.uk/discover/library/using-library/how-guides/how-cite-references for the University’s guide to citation in the Harvard style. Students must ensure that they do not commit any type of Academic Offence. For further information please see: https://www1.bournemouth.ac.uk/discover/library/using-library/how-guides/how-avoidacademic-offences

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Students with Additional Learning Needs may contact Learning Support on http://studentportal.bournemouth.ac.uk/learning/als/index.html General academic support is available via the Academic Skills community on myBU.

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Additional support for Faculty of Media and Communication students only is provided by a small team of Learning Development Tutors. Please contact FMCLearningDevelopment@bournemouth.ac.uk to make an appointment.

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If you have any valid mitigating circumstances that mean you cannot meet an assignment submission deadline and you wish to request an extension, you will need to complete and submit the Mitigating Circumstances Form for consideration to your Administrator together with appropriate supporting evidence (e.g., GP note) normally before the coursework deadline. Further details on the procedure and the mitigating circumstances form can be found at www.bournemouth.ac.uk/student/mitigating. Please make sure you read these documents carefully before submitting anything for consideration.

Disclaimer: The information provided in this assignment brief is correct at time of publication. In the unlikely event that any changes are deemed necessary, they will be communicated clearly via e-mail and myBU and a new version of this assignment brief will be circulated.

Version: 1 (Updated August 2016)

Faculty of Media and Communication

Coursework Assignment Brief

Academi c Year: 2016/17

CMC: BAA, BAMC, BAPR

Level 6/H

Corporate Sponsorship

Title of Brief: Group presentation of a corporate sponsorship campaign proposal.

This assignment is a formal element of coursework worth 50% of the overall unit mark

THE BRIEF This assignment requires you to work in a team of approximately four people (depending on the size of your seminar group). Your team should identify a brand or organisation that interests you from the following sectors: sports, charity or arts sponsorship. Your goal will be to design a sponsorship campaign proposal for your corporate client and you will present your proposals, as though to the client, in your marked presentation. You should make full use of your formative learning during this Unit related to brand research, celebrities, campaign design, communications framing, and the lessons from previous crisis communication case studies, to inform your proposal. This is a strategic piece of work, and as such, your report should be supported by insight which informs the recommendations you will make to the client. Your insight should involve a small quantitative research study: perhaps a questionnaire involving the brandâ&#x20AC;&#x2122;s publics, or a content analysis of a celebrity or previous media coverage or social media commentary about the brand. Your proposal should be structured as a strategic plan and it should include: SMART Objectives An analysis of the publics and the operating environment using secondary research. This might be a good place to also include your mini-primary research in the form of a quantitative research. Set out your idea or proposal. How will it strengthen the corporate brand? What are the advantages? If things go wrong, what are your recommendations to protect the client from the fallout? Be clear about how success will be managed at each stage of your proposal. Think about outputs, outtakes and outcomes â&#x20AC;&#x201C; or use the PESO methodology for social media. You should deliver this proposal as a group report, illustrated by the slides that you will present in your marked presentation. Each person in the group will need to upload their group report to Turnitin on 16 January 2016. The assessment is based on a notional word count per person of 3000 words.

10% leeway is allowed (+/-). For flexibility illustrations, tables, diagrams and screenshots, are not included in the word count. Your paper can be submitted either as an MS Word using 1.5 or 2.0 spacing to support the marking, or as either a Powerpoint or Keynote presentation, using the full speaker’s notes sections for the analysis. Assessment 2 will also refer to the Level 6/H standard marking rubric.

This assignment is connected to the following Individual Learning Objectives:       

Examine the development of sponsorship as a fully integrated marketing communications channel. Understand the corporate sponsorship decision-making process. Appreciate the variety and different forms of sponsorship activities. Critically evaluate the effectiveness of sponsorship programmes. Consider contemporary and ethical issues in sponsorship. Develop sponsorship campaign. Evaluate crisis situations and provide recommendations.

Assessment Criteria: This section shows how your assignment will be marked. This is broken down into percentages and sets out what you should set out to achieve in each section of your assignment. We will discuss this in our assignment brief slots in the lecture and seminars. 20% The quality of primary and secondary (‘insight’) to support your proposal This is marked according to the quality of your sample, the questionnaire, the presentation of the findings, managing ethics. The sample does not need to be large, but the outputs from this research need to be robust and suitable for your campaign. You should ensure that you follow ethical guidelines for the research. The tables or figures from the quantitative research findings can be used to support your arguments and be presented in your slides. The insight you have collected, along with secondary research, should help you to present a strong case to your client. As such this section will look for a clearly presented and well-explained analysis of your data. 45% The proposal strategy Your group’s sponsorship campaign proposal should follow the standard format for a strategic plan, starting with SMART objectives. Please use both your primary and secondary research (stated before), to underpin your rationale and strategic approach to your campaign. Your campaign plan should include an analysis of the publics to be reached and also the benefit to the organisation (in terms of the brand and its financial opportunity) of the strategy. You should propose some sample tactics / creative thinking that might appeal to this client. You should complete your strategy with an evaluation that tracks the outputs, outtakes and outcomes (based on the AMEC Barcelona Principles) or the PESO measurement tools for social media. These provide trackable outcomes at each stage of the campaign. 25% Recommendations: Mitigating risks In summing up, you should identify the benefits of this campaign to the client, but also identify potential risks and how you might minimise them to the client. This would be a good opportunity to examine the operating environment or to refer to lessons learned from previous cases in the sector.

10% Structure and presentation of document • Clarity and coherence of project. • Extent of systematic development of ideas, issues and content in logical order • Use of headings and sub-headings • Extent to which work is easy to follow and authoritative • Professional writing style and appearance • Spelling and grammar • Appropriate use of reference and citations procedures (Harvard-style) Formative assessment Formative assessment covers both feedbacks you will get back on your learning during our seminars and Q&As in lectures. It also covers feedback on your assignment proposal/ideas before you submit the work for marking. The teaching team aim to give you several opportunities for feedback and support for this group assignment, to ensure that you present your best work. You will be able to book into a tutorial or group discussion to present your team’s draft work, ask questions about your data collection or strategy design during the lecture and seminars held during: w/c 28 November 2016. Further details are in the weekly timetable on p.6. On the following w/c 5 December 2016, you can present a mock presentation of the work you have completed so far, to achieve feedback and to identify any gaps in your thinking. This should leave you well prepared for the assessment in January. There will be a further opportunity for a final tutorial during w/c 9 January 2017. Summative assessment Your Assignment 2: Group campaign presentation report is due at the latest, at 12.00 noon on 16 January 2017 via Turnitin. You will receive individual feedback via Turnitin from your Group presentation in three weeks on 06 February 2017. Please allow plenty of time to upload you report on Turnitin, as accompanying illustrations or media files can take longer than basic written content. There are penalties for plagiarism (and self-plagiarism). The policy at BU for any person who is found to have purchased an essay from a provider is immediate removal from their course and loss of all credits achieved to date. These decisions are made following a full plagiarism process, which is outlined on the next page.

SUBMISSION DETAILS Group sponsorship campaign proposal. Equivalent to 3000 words per person. 10% leeway is allowed (+/-). Tables, diagrams, photographs or other media content as examples fall outside the word count. Your paper can be submitted as either an MS Word (with presentation slides embedded in the content) or in a Powerpoint or Keynote presentation format using the notes sections. For any written report content, please use 1.5 or 2.0 spacing to support the marking. The markers will also refer to the Level 6/H standard marking rubric. DEADLINE

This is an electronic submission. Please upload your assignment to Turnitin at the very at 12.00 noon on 16 January 2017 via Turnitin. There will be a link for Turnitin on our course MyBU pages in the Assessment section. The link is usually added by Student Support a few weeks before the assignment is due. Please note that this is the final time you can submit – not the time to submit! Your feedback and mark for this assignment will be provided online on 06 February 2016. If you fail your assignment or need further clarification on your feedback please make an appointment by email to see your tutor. HELP AND SUPPORT Announcements for this unit will be given on our MyBU course pages. These are also forwarded to your student email account. It is your responsibility to ensure that you have synchronised your student emails to your personal email account, if you prefer this and that you regularly check-in to the MyBU course pages. MyBU does monitor frequency of engagement. Should you wish to make an appointment to talk about your work with your tutors, please make these arrangements by writing an email to the course tutor or unit leader. You can also get additional help and advice by booking an appointment with your L6 academic adviser for your course, or alternatively meet with the FMC dedicated Learning and Development team on the ground floor of Weymouth House. 

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Version: 1 (Updated August 2016)