This course examines how brand development and sponsorship combine to achieve brand, communication and sales-related objectives, and delves deeper into the creative industries. Brand management and sponsorship of campaigns and events are powerful forms of marketing communication for creative businesses. By the end of the course, students will learn how to critically evaluate and implement sponsorship programmes to achieve their communication objectives; use sponsorships to increase brand visibility; and pitch campaigns to donors and sponsors. Students will develop the ability to blend branding theories and sponsorship strategies to provide perspective on creative economies.