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.
- 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
- Designing the marketing mix
- Developing resources, managing costs and budgets and managing the regulatory environment
- Organizing for implementation in specific non-profit environments: e.g. arts, education, health, charities
- Evaluation, monitoring and control for marketing initiatives
Methods of Instruction
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.
Means of Assessment
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE
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, taxation 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 and alliances 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.
Below shows how this course and its credits transfer within the BC transfer system.
A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.
For more information on transfer visit the BC Transfer Guide and BCCAT websites.
If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.