IRiSS Research Seminars 2012-2013
The first of the research seminar series for this year is listed below. Dates for the seminars in the second semester are also listed for your information and diaries.
Further details will be announced later this semester.
IRiSS Research Seminars are held in the Greenbank Building of the Preston City Campus of the University of Central Lancashire (UCLan):
http://www.uclan.ac.uk/information/uclan/how_to_find_us/routes_to_preston.php
The seminars, free of charge, will all commence at 3 pm. The location of the seminars will be Greenbank Building.
Please contact me via email ([log in to unmask]) for further details.
John Horne
Professor of Sport and Sociology
Director, International Research Institute for Sport Studies (IRISS)
School of Sport, Tourism and the Outdoors
Greenbank Building
University of Central Lancashire
Preston
PR1 2HE
United Kingdom
Tel: +44 (0)1772 894235
Fax: +44 (0)1772 892927
http://www.uclan.ac.uk/schools/ssto/research/iriss/index.php
Semester One
Wednesday 28 November 3:00 pm, Greenbank Building, Room GR 357
Leah Donlan (UCLan) -
A framework for value creation through experiential sports sponsorship activation
Abstract
The presentation will explore experiential marketing as a tool for sports sponsorship activation. Reflective of the growth in practice in experiential sponsorship activation and the shifting orientation of marketing towards a service-dominant logic, the presentation will offer an enlightened conceptualisation of experiential sponsorship activation, informed by a thorough interrogation of literature on sponsorship, event/experience design, service-dominant logic and value co-creation. The conceptualisation of optimal experiential sponsorship activation is derived from a critique of more mechanistic approaches to sponsorship activation, which have focussed solely on sponsor outcomes, neglecting the objectives of attendees and wider stakeholders. The resultant conceptual framework, which represents both a new theoretical contribution to understanding of sponsorship activation and a guide for sponsors in optimising experiential sponsorship activation, will be illustrated through a case study of Cisco and its sponsorship of the London 2012 Olympic and Paralympic Games.
Semester Two
Wednesday 30 January 3:00 pm, Greenbank Building, Room GR 350
Fred Coalter – title to be confirmed
Wednesday 20 February 3:00 pm, Greenbank Building, Room GR 357
Speaker to be confirmed
Wednesday 13 March 3:00 pm, Greenbank Building, Room GR 278
Speaker to be confirmed
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