Non-profit Marketing

Curriculum guideline

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Course
MARK 3313
Discontinued
No
Course code
MARK 3313
Descriptive
Non-profit Marketing
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start date
End term
202020
PLAR
Yes
Semester length
15 Weeks X 4 Hours per Week = 60 Hours
Max class size
35
Contact hours
Lecture: 3 Hour Seminar: 1 Hour Total: 4 Hours
Method(s) of instruction
Lecture
Seminar
Learning activities

Instruction methods used will be lectures, seminar/discussions, case analyses as well as student presentations. This may be supplemented by appropriate videos, guest speakers and classroom activities. Some sections of this course will be available on-line.

Course description
This course introduces students to the challenges of marketing in the non-profit sector, defined as those organizations that seek to serve the public good without the motivation of profit. Students will learn the role and application of marketing to promote social change and to achieve social goals for non-profits organizations. Topics specific to the non-profit environment will include social and cause related marketing, fundraising, volunteer management and recruitment. Students will gain practice in applying marketing in a diverse range of non-profit environments including charities, social programs and ideas, health, education, the arts, as well as goods and services.
Course content
  1. An introduction to marketing in the non-profit sector – developments and challenges
  2. Developing a marketing orientation, unique to non-profits
  3. Strategic marketing planning for non-profits: value proposition, branding, segmentation, targeting, positioning, competitive advantage
  4. Designing the marketing mix
  5. Developing resources, managing costs and budgets and managing the regulatory environment
  6. Organizing for implementation in specific non-profit environments: e.g. arts, education, health, charities
  7. Evaluation, monitoring and control for marketing initiatives
Learning outcomes

At the end of the course, the successful student should be able to:

  1. Explain the scale, scope and significance of the non-profit sector
  2. Illustrate the uniqueness of marketing in the non-profit environment
  3. Identify relevant stakeholders for diverse non-profit environments
  4. Summarize the principles of segmentation, targeting, positioning and competitive advantage for non- profits
  5. Analyze the funding, taxation and regulatory environment for non-profit organizations in Canada
  6. Explain the role of volunteers and volunteer management in non-profits
  7. Appraise the role of governance and, where applicable, boards for various non-profits
  8. Interpret the concept of the value proposition and branding in the non-profit environment
  9. Relate the role of the private sector, partnerships and alliances to the non-profit sector
  10. Explain the role of the customer in the non-profit environment
  11. Develop the marketing process as it relates to the non-profit sector including: performing a situational analysis, developing the marketing mix, managing costs, developing objectives and metrics for gauging success in marketing.
Means of assessment
Mid Term  20%
Assignments  10%
Final Exam  20%
Cases  20%
Term Project  20%
Participation  10%
 Total 100%

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE

Textbook materials

To be determined

Prerequisites

MARK 1120