The description of Marriotts sponsorship
activation program with the NFL is provided by using the companys press
releases the assignment is to analyze this sponsorship program. Think of yourself as the head of sponsorship
marketing for Marriott and the CEO asks, why should we continue using
sponsorship as a marketing strategy? And, why is this sponsorship activation
program a good marketing strategy for the company?
class topics include:
unique selling proposition
brand perception/commitment
Elaboration Likelihood model
media environment
property selection
sports sponsorship
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