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Strategic Application of Sponsorship and Events

Course Objectives:

The classical 4Ps of marketing, with the promotional element particularly in mind, are said now to be inadequate for a marketer’s job. This is arguable. What is certain is that a number of factors such as the increasing sophistication of the consumer/customer as well as developments in ICT have given rise to new media opportunities and increased the importance of some of the old ones. Sponsorship locates in the latter category.

Scope of Workshop: