From February 15 to March 9, 2022, the online lecture “Sport Sponsorship” was given by Prof. Uhrich Sebastian from the German Sport University Cologne, serving as a visiting faculty member at Waseda for the 2021 academic year. The lecture spanned 15 sessions.
Classes were designed to facilitate real-time student participation and interactive discussions, using ICT tools that allow online interaction between teachers and students. In addition, frequent comprehension quizzes were administered to check learning outcomes, and online presentation assignments were made to students to ensure learning effectiveness.
The course outline is as follows (Extract from syllabus)
The course provides a comprehensive theoretical and practical understanding of sport sponsorships a marketing communications tool. It covers a range of topics relating to sport sponsorship and considers these topics in a detailed manner. Key topics include sponsorship theories, leveraging and activation, sponsorship fit, ambush marketing, challenges in sport sponsorship and sponsorship evaluation.
