早稲田大学健康スポーツ科学拠点では、10月4日から10月11日まで、ドイツ体育大学ケルンのセバスチャン・ウーリッヒ教授（Professor Sebastian Uhrich）を招聘し、秋学期の対面での集中講義シリーズ（14回セッション）を実施しました。
ウーリッヒ教授は、ドイツ体育大学ケルンのスポーツ経済・スポーツ経営研究所スポーツ経営学研究室に所属し、主にスポーツマーケティング、スポーツマネジメント、スポーツ消費者行動、マーケティングとスポーツの相互作用における理論構築をテーマに研究をされています。本拠点が2018年にドイツ体育大学ケルンと箇所間協定を締結して以来、ウーリッヒ教授は本学からの交換留学生の指導を担当してくださっています。本学の訪問教員としての集中講義は、2018年2021年に続き、今期が3回目となります。
講義の様子
今回の集中講義はスポーツスポンサーシップをテーマとし、この分野に関係するトピックスを取り扱いました。
以下は、今回の集中講義のタイトルの一例です。
- Fit between sponsor and property
- Ambush marketing
- Understanding sponsorship effects
- Evaluating sponsorship effectiveness
- Developing a sponsorship proposal
講義は、スポーツスポンサーシップの基礎知識のイントロダクションから始まり、様々なスポンサーシップ活動のケーススタディを紹介した後、トピックごとに学生によるプレゼンテーションが行われました。プレゼンテーションの後には、学生の理解をより深めるため、ウーリッヒ教授より詳しいフォローアップの解説がありました。ウーリッヒ教授は、少人数グループごとのプレゼンテーションの個別準備を指導しフィードバックを行う中で、学生の興味を惹きつけ、積極的な学びと好奇心を促す環境を作り上げました。
以下に、本集中講義に参加した学生によるレポートをご紹介します。
Waseda University SGU Lecture Report: Professor Sebastian Uhrich’s Intensive Course
From October 4th to October 11th, we had the privilege of attending an intensive week-long course conducted by Professor Sebastian Uhrich. This course was held at the outset of the autumn semester, and graduate students at the Graduate School of Sport Science could earn 2 credits for participation.
Professor Uhrich hails from the Institute of Sport Economics and Sport Management at the German Sport University Cologne. His research primarily revolves around sport marketing, sport management, consumer behaviour, theory-building, and the intersection of marketing and sport. Notably, the Faculty of Sport Science at Waseda University has established student exchange programs with the German Sport University, and Professor Uhrich has been an integral part of this academic collaboration. He has visited Waseda’s campus as a visiting scholar and imparted his expertise by teaching classes in his field.
Professor Uhrich’s lectures provided an insightful journey into the world of sponsorship, commencing with fundamental aspects, relevant terminology, and examples of various sponsorship activities. Subsequently, he delved into key topics related to sponsorship, including the alignment between sponsor and property, image transfer, ambush marketing, understanding sponsorship effects, and evaluating sponsorship effectiveness. For each of these topics, small groups of students (comprising 2-3 individuals) were tasked with researching and preparing presentations before the lectures. This approach encouraged students to delve into the subjects independently before each lecture. Following the student presentations, Professor Uhrich would provide comprehensive lectures on each topic, enhancing our understanding.
The first day of the course, October 4th, centred on defining sponsorship, exploring its various forms, and unravelling the terminology associated with sponsorship activities, such as leveraging and activation. The lectures were enriched with real-world examples, lively discussions among fellow students, and interactive trivia games that encouraged participation and engagement.
On October 5th, we were granted a break from formal classes but had the opportunity to consult with Professor Uhrich. During these sessions, he would offer valuable feedback and suggestions to help us refine our upcoming presentations.
October 6th was dedicated to the topics of sponsor-property fit and image transfer. Prior to the presentations and lectures, we engaged in trivia games to gauge our prior knowledge and impressions of the topics. These games were anonymous, fostering a relaxed learning atmosphere. Afterward, we proceeded with student presentations followed by Professor Uhrich’s in-depth lectures.
Moving to October 9th, we explored ambush marketing, understanding sponsorship effects, and the evaluations of sponsorship effectiveness. This day followed a similar structure as October 6th, with trivia games, student presentations, and comprehensive lectures by Professor Uhrich.
Towards the end of the course, each group undertook a group project. We were tasked with creating a sponsorship proposal, representing a property in search of sponsorship, and tailoring our proposal towards a specific company. This engaging activity allowed us to unleash our creativity while applying the knowledge we had gained in the earlier classes.
Personally, I am very grateful for having had the opportunity to participate in this intensive course, and I gained a lot of valuable knowledge that I will carry with me in my academic and professional journey.
In conclusion, Professor Sebastian Uhrich’s course was not only highly informative but also incredibly engaging. He successfully captivated students’ interest and fostered an environment that encouraged active learning and curiosity.(修士課程 Torill Olsen)
