- An introduction to marketing in the non-profit sector – developments and challenges
- Developing a marketing orientation, unique to non-profits
- Strategic marketing planning for non-profits: value proposition, branding, segmentation, targeting, positioning, competitive advantage, volunteering, business collaborations, and fundraising
- Designing the marketing mix
- Developing resources, managing costs and budgets, and adapting to changes in the regulatory environment
- Organizing for implementation in specific non-profit environments: e.g. arts, education, health, charities
- Evaluation, monitoring, and control for marketing initiatives
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 portions of this course may be available online.
Evaluation will be carried out in accordance with the Douglas College Evaluation Policy.
Students must achieve at least 50% on the combined non-group components in order to obtain credit for the course, with the 50% calculated on a weighted average basis.
Students must complete all projects, assignments and write all examinations in order to be eligible for a passing grade in the course.
Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.
At the end of the course, the successful student should be able to:
- Explain the scale, scope, and significance of the non-profit sector
- Illustrate the uniqueness of marketing in the non-profit environment
- Identify relevant stakeholders for diverse non-profit environments
- Summarize the principles of segmentation, targeting, positioning, and competitive advantage for non-profits
- Analyze the funding and regulatory environment for non-profit organizations in Canada
- Explain the role of volunteers and volunteer management in non-profits
- Appraise the role of governance and, where applicable, boards for various non-profits
- Interpret the concept of the value proposition and branding in the non-profit environment
- Relate the role of the private sector, partnerships, alliances and community to the non-profit sector
- Explain the role of the customer in the non-profit environment
- 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.
Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.
|Institution||Transfer Details||Effective Dates|
|Camosun College (CAMO)||No credit||2020/01/01 to 2020/04/30|
|Camosun College (CAMO)||CAMO MARK 3XX (3)||2020/05/01 to -|
|Capilano University (CAPU)||CAPU BMKT 2XX (3)||2011/09/01 to -|
|Kwantlen Polytechnic University (KPU)||KPU MRKT 2XXX (3)||2011/09/01 to -|
|Langara College (LANG)||LANG MARK 2XXX (3)||2011/09/01 to -|
|Simon Fraser University (SFU)||SFU BUS 2XX (3)||2011/09/01 to -|
|Thompson Rivers University (TRU)||TRU BBUS 2XXX (3)||2011/09/01 to -|
|University of British Columbia - Vancouver (UBCV)||UBCV COMM 3rd (3)||2011/09/01 to -|
|University of Northern BC (UNBC)||UNBC COMM 2XX (3)||2011/09/01 to -|
|University of the Fraser Valley (UFV)||UFV BUS 2XX (3)||2011/09/01 to -|
|University of Victoria (UVIC)||UVIC COM 2XX (1.5)||2011/09/01 to -|
|Vancouver Island University (VIU)||VIU MARK 470 (3)||2020/01/01 to -|