课程信息
Are you interested in sport sponsorship? Would you like to understand which actors participate in sport sponsorship? Would you like to know the latest and innovative proposals that are arising in the sport sponsorship world? Are you interested in learning and connecting with sports enthusiasts/students from all around the world? The Universitat Autònoma de Barcelona and the Johan Cruyff Institute jointly offer this introductory course in sports sponsorship for all those interested in knowing how to create a sponsorship plan for a sports event. There are no special requirements to take the course. Thanks to this course you will be capable of facing a real challenge: the activation of a sponsorship plan for the Johan Cruyff Foundation.
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Beginner Level

初级

Clock

完成时间大约为9 小时

建议:5 weeks of study, 1-3 hours/week
Comment Dots

English

字幕:English
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Beginner Level

初级

Clock

完成时间大约为9 小时

建议:5 weeks of study, 1-3 hours/week
Comment Dots

English

字幕:English

Syllabus - What you will learn from this course

1

Section
Clock
1 hour to complete

Module 0. Prior to Beginning

In this module you will find information on how the MOOC works. Within the information provided, you will find the rules for participating in a competition run by the Johan Cruyff Institute, the prize for which is a scholarship grant toward enrolment in the Postgraduate in Sport Sponsorship course. The competition is voluntary; you can by all means take the MOOC without having to enter the competition. ...
Reading
2 videos (Total 2 min), 4 readings
Video2 videos
Introductory video Sport Sponsorship MOOC1m
Reading4 readings
Before we start10m
About the course10m
Frequently Asked Questions10m
Competition terms & conditions for the Johan Cruyff Institute Postgraduate in Sport Sponsorship programme scholarship grant10m
Clock
1 hour to complete

Module 1. Basic principles of Sponsorship

If you're here, then that means that you have carefully reviewed the basic information contained in Module 0. Perfect! so let's begin!. As you will see, in this module you will find both basic information regarding the sponsorship, as well as information regarding the Cruyff Foundation, in which is included the cross-sectional case study that we will be focusing on over the weeks. With the Cruyff Foundation, you can become better acquainted with sponsorship and how it is essential to a foundation, in order for it to carry out your business activity. Likewise, you can find out what a sporting event consists of, what a Cruyff Court is, and how this can fall in line with those being sponsored. However.. on a step-by-step basis, we have time... not knowing where to start? Take a look at "Module 1 Presentation"....
Reading
5 videos (Total 10 min), 4 readings, 1 quiz
Video5 videos
Basic principles of sponsorship1m
SPONSORSHIP. Basic principles and characteristics1m
PATRONAGE. Basic principles and characteristics1m
Video: Interview Pati Roura3m
Reading4 readings
Visit the website of Johan Cruyff Foundation10m
Cruyff Foundation: Because children should be active10m
Introducing Richard Denton10m
Recommended videos10m
Quiz1 practice exercises
Module 120m

2

Section
Clock
1 hour to complete

Module 2. The stakeholders of the sport sponsorship

Are you prepared for the second module? Let's take a further step into the world of sport sponsorship, throughout this module will be taking into consideration the relationship between a brand and an event, i.e., between the sponsor and the party being sponsored. For this reason, in this week's case study section, you will find information concerning the Cruyff Courts of the Cruyff Foundation, given that this will be the event that we will later be challenging you to sponsor. In addition, you will also find interesting information concerning supplementary material....
Reading
6 videos (Total 12 min), 4 readings, 1 quiz
Video6 videos
Main objectives of the sponsor1m
Stakeholders in sponsorship1m
Video: Interview Albert Amat2m
Video: Interview Joan Porcar2m
Video: Interview Cinto Ajram - Zurich Barcelona Marathon1m
Reading4 readings
Cruyff Court Manual10m
6vs6 Cruyff Court Guide10m
Videos: Cruyff Foundation and Cruyff Courts10m
Recommended videos10m
Quiz1 practice exercises
Module 220m

3

Section
Clock
2 hours to complete

Module 3. Activation for Sport sponsorship (I)

We are already half way through the course. How are you getting on? In the following modules, we will work on four types of activation: brand, business, internal and fan/external. Now we will start with the brand and business. So that you can deepen your knowledge of these, we propose some key contents, as well as a forum space, for you to share examples and reflect on the same. In the forum space you will also find examples of last years' activations. Before posting your message, check that your example contains all of the information requested (your will find the guidelines inside each of forum spaces). Don't forget to also take a look at the supplementary materials that we suggested for you....
Reading
4 videos (Total 10 min), 5 readings, 1 quiz
Video4 videos
Sponsorship activation2m
Video: Interview Annamari Basora2m
Rins van Kouwen about athletes and social networks2m
Reading5 readings
Notes - Sponsorship Activation10m
Videos about Cruyff Court10m
Approximate costs: Cruyff Court 6vs610m
Instructions to participate in the forums10m
Recommended videos10m
Quiz1 practice exercises
Module 320m

4

Section
Clock
1 hour to complete

Module 4. Activation for Sport sponsorship (II)

After working on the types of brand and business activation, we will focus on the internal and external activation. In the module you will also find a space to share examples that you may find throughout the forums. In reference to the case study, you will find some of the best proposals for Sponsorship activation that your peers from last year's edition, have carried out. With their permission, we will share these with you so that the values can kick-start your engine to begin creating your very own proposal. Lot's of creative energy and let's hope that you enjoy this module....
Reading
2 videos (Total 3 min), 4 readings, 1 quiz
Video2 videos
Sponsorship activation (II)1m
Reading4 readings
Sponsorship activation - Examples10m
Examples sponsorship activations10m
Instructions to participate in the forums10m
Recommended videos10m
Quiz1 practice exercises
Quiz Module 420m

5

Section
Clock
2 hours to complete

Module 5. Share your activation proposal for a Cruyff Court tournament

¡Congratulations! You've already reached the last module, and therefore it's time to create your very own sponsorship activation proposal for a Cruyff Court tournament, as we arranged with Pep in the last week. In the module you'll find all the guidelines to prepare this. Once completed, you should submit the proposal to the department, as indicated, where it will be evaulated by some of your peers. Likewise, you will also need to evaluate the proposal of fellow peers under the heading that you will find in the module. If you would like to participate in the prize for a place in the Posgraduate in Sport Sponsorship, you must complete the respective Application Form....
Reading
2 readings, 1 quiz
Reading2 readings
Postgraduate Diploma in Sport Sponsorship Scholarship10m
To support the Cruyff Foundation, make a donation and get children active!10m
4.5

Top Reviews

By RCJun 22nd 2017

This course has enabled me to gain knowledge about Sports Sponsorships. It is a very good introductory course for those who are looking to gain knowledge about the subject at the initial stage.

By RKDec 1st 2016

I learned key messages and a way of thinking beyond what I knew about sport and sponsorship.\n\nThank you

Instructor

Avatar

Richard Denton

Freelance Sport Marketing Consultant and Professor

About Universitat Autònoma de Barcelona

The Universitat Autònoma de Barcelona (UAB) is a public university located in the metropolitan area of Barcelona. International in its outlook, it is fully consolidated within its local surroundings, and offers quality education in close association with research activity, the transfer of scientific, technological, cultural and educational knowledge, the promotion of its human potential and the responsible management of available resources. The UAB currently offers 81 degrees, 130 official Master Programmes and 183 UAB-specific Masters Degrees. In addition, it offers 174 lifelong learning programmes and 65 PhD Programmes, 27 of which have been distinguished through Quality Awards. The UAB has a total of over 3,500 teaching and research staff, over 2,000 administrative staff and over 40,000 students....

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