Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, specializing in Marketing and Corporate Management, at the Faculty of Business and Economics at the University of Basel and Honorary Professor at the Technical University of Munich. He is also the founder and Chairman of the Board of the strategy consultancy Prof. Bruhn & Partner AG (Basel).Prof. Dr. Lorenz Pöllmann teaches and conducts research in media, arts and cultural as well as event management at the Media University of Applied Sciences – University of Media, Communication and Management, Berlin. He has also been working for several years as a consultant in arts and cultural management.

• Concept and fundamentals of cultural sponsorship.- Forms of cultural sponsorship.- Integration of cultural sponsorship into cultural financing.- Management process of cultural sponsorship and Cultural Sponsorship Canvas.- Situational analysis in cultural sponsorship.- Goals and target groups of cultural sponsorship.- Development of a cultural sponsorship strategy.- Selection of cultural sponsorships.- Operational design of cultural sponsorship.- Integration of cultural sponsorship into marketing and corporate communication.- Success measurement in cultural sponsorship.- Trends in the use of cultural sponsorship.

Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, specializing in Marketing and Corporate Management, at the Faculty of Business and Economics at the University of Basel and Honorary Professor at the Technical University of Munich. He is also the founder and Chairman of the Board of the strategy consultancy Prof. Bruhn & Partner AG (Basel).Prof. Dr. Lorenz Pöllmann teaches and conducts research in media, arts and cultural as well as event management at the Media University of Applied Sciences – University of Media, Communication and Management, Berlin. He has also been working for several years as a consultant in arts and cultural management.

• Concept and fundamentals of cultural sponsorship.- Forms of cultural sponsorship.- Integration of cultural sponsorship into cultural financing.- Management process of cultural sponsorship and Cultural Sponsorship Canvas.- Situational analysis in cultural sponsorship.- Goals and target groups of cultural sponsorship.- Development of a cultural sponsorship strategy.- Selection of cultural sponsorships.- Operational design of cultural sponsorship.- Integration of cultural sponsorship into marketing and corporate communication.- Success measurement in cultural sponsorship.- Trends in the use of cultural sponsorship.

Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, specializing in Marketing and Corporate Management, at the Faculty of Business and Economics at the University of Basel and Honorary Professor at the Technical University of Munich. He is also the founder and Chairman of the Board of the strategy consultancy Prof. Bruhn & Partner AG (Basel).Prof. Dr. Lorenz Pöllmann teaches and conducts research in media, arts and cultural as well as event management at the Media University of Applied Sciences – University of Media, Communication and Management, Berlin. He has also been working for several years as a consultant in arts and cultural management.

• Concept and fundamentals of cultural sponsorship.- Forms of cultural sponsorship.- Integration of cultural sponsorship into cultural financing.- Management process of cultural sponsorship and Cultural Sponsorship Canvas.- Situational analysis in cultural sponsorship.- Goals and target groups of cultural sponsorship.- Development of a cultural sponsorship strategy.- Selection of cultural sponsorships.- Operational design of cultural sponsorship.- Integration of cultural sponsorship into marketing and corporate communication.- Success measurement in cultural sponsorship.- Trends in the use of cultural sponsorship.