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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/3775

Title: Financial Appraisal of MTN Sponsored Activities - the case of the Africa Cup of Nations, 2008.
Authors: Sopiimeh, Guido
Issue Date: 11-Sep-2009
Abstract: The investment in sponsorship in recent times has grown to a level that one wonders what corporate bodies envisage to achieve, by pumping so much resource in there. There are definitely different reasons why different corporate bodies would invest on different sponsorship platforms. The entry of the MTN in the Ghanaian market has seen a massive investment in the sponsorship of Music and Football activities. One of such investments is the title sponsorship of the 28th Africa Cup of Nations hosted in Ghana in February 2008. This study is aimed at establishing the objectives that under pinned MTN’s investment in the 2008 Africa Cup of Nations, and how these objectives were evaluated, and any lessons there off for sponsors. The sponsorship objectives of MTN were corporate, marketing and media. Qualitative and quantitative targets were set out and evaluated. Data was collected from both primary and secondary sources. The main primary sources were interviews and observation. The secondary sources were management and project reports from MTN. The data was analysed with the use of Microsoft Excel. Emphasis is more on the financial evaluation of the investment in terms of its Net Present Value, Payback, and Return on Investments. There is also analysis of actual performance as against planned targets. It must be noted that the data gathered is under strict confidentiality and should be for academic purposes only.
Description: A thesis submitted to the Board of Postgraduate Studies, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirements for the award of the Degree of Master of Business Administration,April-2009
URI: http://hdl.handle.net/123456789/3775
Appears in Collections:College of Arts and Social Sciences

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