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.
- 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
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.
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.