An investigation into how businesses use sponsorship within their marketing strategy to promote the organisation at events and what motivates the organisation to do so
Cardiff Metropolitan University
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The focus of this research is to analyse and research how businesses use sponsorship within marketing mix to promote the organisation at events, from this the researcher looked into the different motivations for sponsoring events. Objectives were set to guide the research project from researching current literature, to the methodical approach to the project, to the overall results and discussion and finally being able to recommendation for further research. Current research suggests that events sponsorship is an ever growing market that businesses are constantly trying to make links with as part of their promotional strategy. Within the literature review of this study, the researcher looked into the different aspects of sponsorship including the marketing mix, motivations for sponsorship as well as brand acknowledgement and location. This set key themes that needed further research that was undertaken by the researcher. For this project, the researcher undertook qualitative data collection using semistructured interviews as the primary research tool. After competing an ethical approval form to insure validity for the project, the researcher conducted four interviews with different organisations, to investigate topics further from the secondary research carried out. From this, the researcher was able to construct the results and discussion chapter using thematic analysis of the data collected. Major findings of the project included the motivation of sponsorship to meet organisational aims such as corporate social responsibility. Other findings included how social media is used when sponsoring events as well as how organisations effectively position organisations branding at large events, another key finding was how businesses differentiate themselves from others within this market as sponsorship is such a competitive market. From the findings made for this research project, the researcher was then able to make recommendations for further research on this ever-growing market
BA(Hons) Events Management
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