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.
| Mid Term | 20-25% |
| Assignments | 5-10% |
| Final Exam | 20-25% |
| Cases | 15-20% |
| Term Project | 20-25% |
| Participation | 5-10% |
| Total | 100% |
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.
Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations, Walter Wymer Jr., Patricia Knowles & Roger Gomes, Sage publication latest edition, and/or other textbook(s) and/or other material(s) approved by the department.