This course is one of the core modules within the Mastery in Global Event Leadership (MGEL) programme. This module addresses the need for integrated marketing and sponsorship strategies that enhance event visibility and financial sustainability.
Purpose of the course
The purpose is to equip participants to design audience engagement strategies, pursue brand partnerships, and negotiate sponsorships.
Admission requirements
Admission requirements
Diploma/Certificate (NQF 5/6)
Learning assumed to be in place
Participants entering the Marketing and Sponsorship in Events (MGMS) programme are expected to possess a foundational understanding of management principles and a basic awareness of event or organisational operations within their professional context.
It is assumed that participants will be able to:
• Demonstrate sound communication and interpersonal skills suitable for team collaboration and stakeholder interaction.
• Apply basic analytical and problem-solving abilities to interpret case studies and real-world event scenarios.
• Use digital tools and online platforms for research, project work, and engagement in blended learning environments.
• Draw on prior workplace experience to contextualise theoretical concepts within practical event settings.
No specific formal qualification is required; however, exposure to fields such as business management, marketing, tourism, hospitality, or sport management will be advantageous.
Recognition of Prior Learning (RPL) will apply to candidates who demonstrate equivalent competence through professional
experience or entrepreneurial practice.
It is assumed that participants will be able to:
• Demonstrate sound communication and interpersonal skills suitable for team collaboration and stakeholder interaction.
• Apply basic analytical and problem-solving abilities to interpret case studies and real-world event scenarios.
• Use digital tools and online platforms for research, project work, and engagement in blended learning environments.
• Draw on prior workplace experience to contextualise theoretical concepts within practical event settings.
No specific formal qualification is required; however, exposure to fields such as business management, marketing, tourism, hospitality, or sport management will be advantageous.
Recognition of Prior Learning (RPL) will apply to candidates who demonstrate equivalent competence through professional
experience or entrepreneurial practice.
Course outcomes and assessment criteria
Course outcomes and the associated assessment criteria
Study Unit |
Outcomes |
Assessment Criteria |
| Module: Marketing and Sponsorship in Events | On completion of the CEd offering, the participant should be able to demonstrate: | The participant will reach the CEd offering outcomes if he/she is able to: |
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Assessment
Formative and Summative assessment - Certificate of successful completion
Method of assessment
7.2 Method of Assessment
(Provide a BRIEF description of the assessment used in this CEd offering. Indicate how you will make use of informal,
formal, formative and summative assessment.) The Marketing and Sponsorship in Events programme utilises a combination of formative and summative assessment methods to evaluate participant performance
and ensure the achievement of learning outcomes. The assessment methods are designed to provide a comprehensive evaluation of both theoretical knowledge and practical skills.
Formative Assessment Methods
Formative assessments are conducted throughout the modules to provide ongoing feedback and support participant learning. These assessments include:
• Class Tests: Short tests administered during the module to assess understanding of key concepts and theories.
• Assignments: Individual and group assignments that require the application of theoretical knowledge to practical scenarios.
• Integrated Assignments: Tasks that integrate learning from multiple study units, promoting a holistic understanding of event management concepts.
Summative Assessment Methods
Summative assessments are conducted at the end of the module to evaluate the overall achievement of learning outcomes. These assessments include:
• Official Scheduled Tests and Exams: Comprehensive tests and exams that cover the entire content of the module, assessing both knowledge and higher-order cognitive skills.
Calculation of Marks
The final module mark is calculated based on the following components:
• Participation Mark: 50% (includes class tests, assignments, and integrated assignments)
• Examination Mark: 50% (official scheduled tests and exams)
Examination Admission Requirements
To qualify for the examination, participants must meet the following criteria:
• Minimum Module Mark: At least 40% in the participation mark.
Satisfactory Attendance: Regular attendance and participation in facilitation sessions.
(Provide a BRIEF description of the assessment used in this CEd offering. Indicate how you will make use of informal,
formal, formative and summative assessment.) The Marketing and Sponsorship in Events programme utilises a combination of formative and summative assessment methods to evaluate participant performance
and ensure the achievement of learning outcomes. The assessment methods are designed to provide a comprehensive evaluation of both theoretical knowledge and practical skills.
Formative Assessment Methods
Formative assessments are conducted throughout the modules to provide ongoing feedback and support participant learning. These assessments include:
• Class Tests: Short tests administered during the module to assess understanding of key concepts and theories.
• Assignments: Individual and group assignments that require the application of theoretical knowledge to practical scenarios.
• Integrated Assignments: Tasks that integrate learning from multiple study units, promoting a holistic understanding of event management concepts.
Summative Assessment Methods
Summative assessments are conducted at the end of the module to evaluate the overall achievement of learning outcomes. These assessments include:
• Official Scheduled Tests and Exams: Comprehensive tests and exams that cover the entire content of the module, assessing both knowledge and higher-order cognitive skills.
Calculation of Marks
The final module mark is calculated based on the following components:
• Participation Mark: 50% (includes class tests, assignments, and integrated assignments)
• Examination Mark: 50% (official scheduled tests and exams)
Examination Admission Requirements
To qualify for the examination, participants must meet the following criteria:
• Minimum Module Mark: At least 40% in the participation mark.
Satisfactory Attendance: Regular attendance and participation in facilitation sessions.
Additional information
Programme number
NWU3440
Mode of delivery
Mixed
Target group
The Marketing and Sponsorship in Events (MGMS) programme is designed for professionals who aspire to lead at the highest levels of the global events industry. It is ideally suited to individuals responsible for planning, managing, or governing large-scale events in the sport, entertainment, tourism, corporate, and public sectors.
Typical participants include:
• Senior and mid-level managers in sports federations, event organisations, and tourism bodies.
• Professionals working in stadium and venue management, marketing, sponsorship, and media.
• Government officials and policymakers involved in national and regional event bidding and hosting strategies.
• Corporate executives in brand activation, hospitality, or sponsorship roles.
• Entrepreneurs and consultants seeking to expand their expertise in global event leadership.
• Graduates in management, marketing, or related disciplines who wish to specialise in event leadership and operations.
The programme is designed to fit the schedules of working professionals through a blended learning model that combines online content, immersive contact sessions, and international
exposure opportunities.
Typical participants include:
• Senior and mid-level managers in sports federations, event organisations, and tourism bodies.
• Professionals working in stadium and venue management, marketing, sponsorship, and media.
• Government officials and policymakers involved in national and regional event bidding and hosting strategies.
• Corporate executives in brand activation, hospitality, or sponsorship roles.
• Entrepreneurs and consultants seeking to expand their expertise in global event leadership.
• Graduates in management, marketing, or related disciplines who wish to specialise in event leadership and operations.
The programme is designed to fit the schedules of working professionals through a blended learning model that combines online content, immersive contact sessions, and international
exposure opportunities.
Duration
6 weeks
Contact us
Contact person name
Ms Janine Erasmus
Contact person e-mail
Janine.Erasmus@nwu.ac.za
Contact person telephone number