Select category

Academics

Formularz wyszukiwania na belce: Studia

location:
level of study:
discipline:
study mode:
class format:

If you haven’t found what you are looking for, enter the desired phrase in the field below and we will help you find it

Research projects

Formularz wyszukiwania na belce: Badania i projekty

location:
research center:
discipline:

If you haven’t found what you are looking for, enter the desired phrase in the field below and we will help you find it

Academic Staff

Formularz wyszukiwania na belce: Nasi naukowcy

location:
discipline:

If you haven’t found what you are looking for, enter the desired phrase in the field below and we will help you find it

Events

Formularz wyszukiwania na belce: Wydarzenia

type:
location:

Contact

location:
category:

If you haven’t found what you are looking for, enter the desired phrase in the field below and we will help you find it

SWPS University - Main page

Global Sports Events: Challenges in Partnering – Lecture by T. Bettina Cornwell

Global Sports Events: Challenges in Partnering – Lecture by T. Bettina Cornwell

Join us for an interesting lecture (in English) on the challenges of brand collaboration and marketing strategies in sports, presented by Professor T. Bettina Cornwell from the University of Oregon.

June 25, 2024
17:00–19:00 CEST (UTC +2)
Poznań/online

The rise of sports marketing: strategies and insights

The evolution of sports marketing has paralleled the growth of diverse marketing channels, the rise of social media and digital platforms. Sports have been an integral part of human civilization for centuries, but professional sports marketing is a relatively new concept.

Sports marketing is a specialized branch of marketing that focuses on promoting products and services related to sports. It involves various strategies, including sponsoring teams and athletes, advertising in sports venues, and promoting sports equipment and apparel. Collaboration with other brands is often key to attracting new customers. However, overcoming challenges such as competition, adapting to new trends, and protecting brand reputation can make these collaborations more difficult than they seem.

During the lecture "Global Sports Events: Challenges in Partnering," we will gain a deeper insight into this topic. Prof. T. Bettina Cornwell from the University of Oregon will share her expertise on marketing strategies in sport. The session will focus on the broad spectrum of brand collaboration and the latest empirical research on the growth of commercialization in this field.

The session will be followed by a workshop, conducted in Polish by Prof. Alicja Grochowska. Participants will learn how to measure the effectiveness of marketing activities, explore methods for calculating the similarity index, and understand semantic interpretation techniques that can be used to monitor the effectiveness of joint marketing campaigns.

  1. Lecture: “Global Sports Events: Challenges in Partnering” (ENG)

    T. Bettina Cornwell, Ph.D., University of Oregon

  2. Workshop: Applying psychological knowledge to the study of consistency between collaborative brands (PL)

    Professor Alicja Grochowska, SWPS University

Guest Speaker

Bettina Cornwell
T. Bettina Cornwell
Professor
T. Bettina Cornwell (Ph.D. in marketing, The University of Texas) is a professor of marketing at the University of Oregon's Lundquist College of Business and the Head of the Department of Marketing at the University of Oregon. She was also named Philip H. Knight Chair, one of the university's highest faculty honors. Bettina’s research has recently appeared in the Journal of the Academy of Marketing Science, Journal of Marketing and Academy of Management Review. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases. The second edition of her book, Sponsorship in Marketing, was published by Routledge in 2020.

The workshop will be hosted by

Alicja Grochowska
Alicja Grochowska
Ph.D. / Associate Professor
Psychologist. She specializes in the psychological mechanisms of advertising. Currently, she is conducting research on the importance of personality traits in responses to advertisements. She is also interested in the cognitive mechanisms of brand building and promotion. Additionally, she is the author and co-author of scientific articles on advertising and branding. As a member of the European Academy of Advertising, she has collaborated with numerous brands, conducting training sessions and research on promotion, advertising, and brand image building.

Sign up for the meeting

Organizers

  • Faculty of Psychology and Law in Poznań
  • Logo of SWPS University's East Asian Civilization Research Center

Partners

  • The Academic Association of Economic Psychology

Contact

Weronika Trzmielewska
E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Date and Location

June 25, 2024, 17:00–19:00 CEST (UTC+2)

SWPS University in Poznań, Kutrzeby 10, room A001/online.

News

HumanTech Summit 2024

HumanTech Summit 2024

December 07 2024