Sponsorship Management in Vietnam: Progression, Development, and Recommendation.

2014 dissertation for MSc in International Marketing Management. Selected by academic staff as a good example of a masters level dissertation.Sponsorship has become a popular marketing communications tool. This study aims at exploring how managers view of their sponsorship programmes. The research looked at available literature, which is discussed the field of nature of sponsorship, managerial process and its effect evaluation. This project is specifically focussing on Vietnam. To deal with the research questions and objectives, the research adopted qualitative perspective especially in-depth interview for achieving open-ended, insight explanation of managers’ perception of sponsorship management in Vietnamese enterprises. Analysis of the interview data provided the author with practical comprehension about the existence of sponsorship activities in Vietnam. Through a cluster analysis, two types of sponsoring firm are grouped and labelled as unprofessional sponsors and more professional sponsors. Limitations, marketing implications and scope for future research have also been proposed.