MAN-30113 - Module Specification
Keele Business School
Faculty of Business, Law, Humanities & Social Sciences

Programme/Approved Electives for 2026/27

Available as a Free Standing Elective

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2026/27

This module aims to provide you detailed and good practice examples of sponsorships and partnerships in the context of sports teams, events, venues and individuals. The aim of this is for you to evaluate and analyse successful sponsorships and propose your own potential sponsoring brands for a sports organisation. Furthermore, you will be asked to critique existing work and literature in sponsorship and partnerships.
You will be introduced to key concepts, models and theories in the lectures. The seminars will allow you to reflect upon, analyse and apply what you are learning through the use of a range of guided individual and group practical activities, case studies, practical problem solving tasks, debates and critical discussions.

The module aims to enhance students’ evidence-based understanding of sponsorships and partnerships, using key theoretical principles, achieved through both practical and theoretical assessments.

Intended Learning Outcomes

Apply understanding of key sponsorship and partnership strategies and tactics to the development of a sponsorship proposal.: 1
Synthesise a range of academic and commercial perspectives on sports partnerships and sponsorship to inform practical recommendations.: 1
Critically appraise seminal and contemporary research in the domains of sports sponsorship.: 2

Study hours

Lectures: 12 hours
Seminars: 12 hours
Lecture/seminar prep: 24 hours
Assessment preparation: 52 hours
Private study: 50 hours

School Rules

None

Description of Module Assessment