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76 min
1. The distinctive nature of sport marketing- Prof. Simon Chadwick
- Archived Lectures *These may not cover the latest advances in the field
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41 min
2. Attracting and retaining sports fans- Dr. Ben Shields
- Prof. Irving Rein
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38 min
3. Creating and managing sport teams' brands- Prof. Andre Richelieu
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37 min
4. Sport and the international marketing environment- Mr. Paul Kitchin
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37 min
5. Marketing major events- Dr. Dave Arthur
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25 min
6. Strategy in sponsorship - the basis for creativity- Mr. Shaun Whatling
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48 min
7. The brand game: Club vs Country- Mr. Ed Coan
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33 min
8. Future of sports marketing: trends, challenges, solutions- Mr. Gareth Moore
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55 min
9. Marketing major sports venues - the Amsterdam ArenA case- Dr. Andrea Santini
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20 min
10. Creative sport marketing communications - the case of Atletico de Madrid- Mr. German Robles Gonzales
Printable Handouts
Navigable Slide Index
- Introduction
- Who are Redmandarin?
- Our clients
- Agenda
- Strategy
- A question of semantics?
- Example of a strategy
- Distinction between plan and strategy
- Sponsorship strategy
- Challenges
- Accountability
- Problems with sponsorship objectives
- Strategic framework
- Strategy and creativity
- Connection between strategy and creativity
- Creative focus
- Example of creative focus
- Understanding persons, not just consumers
- Psychological relationships - consumer, person
- Real people and brands
- Honest brand modelling
- An example: T-Mobile's street gigs
- Strategic and SMART objectives of T-Mobile
- Concept testing
- The events
- The strokes at Natural History Museum
- Results
- Parting thoughts
- Clear strategic thinking - free creativity
- Thank you
Topics Covered
- The difference between a strategy and a plan
- Components and criteria of strategy
- Clear objective setting as foundation
- Parameters for creativity
- Example of excellence in creative emerging from clear strategy
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Talk Citation
Whatling, S. (2008, May 22). Strategy in sponsorship - the basis for creativity [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved April 20, 2024, from https://hstalks.com/bm/730/.Export Citation (RIS)
