Public Affairs 5592: Marketing for Nonprofit and Public Sector Organizations

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This is a sample syllabus to provide general information about the course and it's requirements. Course requirements are subject to change. This syllabus does not contain all assignment or course detail and currently enrolled students should reference the syllabus provided by their instructor. For a specific syllabus, please email us a request.

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Course Overview

3 Credit Hours
Modalities Available: Online

This course examines the marketing principles of mission-driven organizations, specifically nonprofits and government agencies.

Marketing is one tool available to managers to improve organizational performance and encourage effective communication to stakeholders. However, public and nonprofit marketers face unique marketing challenges—from deficient resources for adequately addressing marketing needs to a general lack of understanding of the power of marketing.

The course will address these and other challenges of nonprofit and public sector marketers, providing students with an introduction to marketing theory. It will also equip students with practical experience in developing a strategic marketing plan, influencing the attitudes and behaviors of diverse stakeholders, leveraging social media and other emerging technologies, and other skills relevant to nonprofit and public sector marketers.

Learning Outcomes

This course meets the following Glenn College Program Objectives:

  • Manage and lead public organizations towards policy goals
  • Identify and manage external / environmental challenges to organizational performance
  • Engage in strategic planning for public organizations
  • Identify and manage internal challenges to organizational performance

By the end of this course, students should successfully be able to:

Appreciate the demands of marketing in the non-profit and public sector space

  • Illustrate the difference between selling tangible and non-tangible products
  • Elaborate on the different considerations for internal and external environments addressing challenges and opportunities for an organization
  • Collaborate with other non-profit and public sector leaders to activate strategic marketing
  • Apply written oral and visual communication skills to the challenges of mission driven organizations/public sector and non-profit organizations.

Understand key marketing principles

  • Assess/analyze the current market (captures internal/external view and strengths/opportunities)
  • Determine marketing goals and objectives
  • Make effective marketing decisions (strategic and tactics)
  • Employ strategies and tactics for marketing research
  • Implement audience segmentation, branding, and marketing mix
  • Assess the effectiveness of marketing (monitoring & evaluation)

Understand goals and objectives of marketing for mission-driven organizations

  • Create the goals and objectives of marketing for mission-driven organizations from theoretical and practical perspectives

Requirements and Expectations

Reading Materials
This course may require materials. Consult your instructor's syllabus for details.

Mode of delivery: This course is 100% online. 

Full Class Synchronous Meetings: There are four required sessions when you must be logged in to CarmenZoom so that we can meet synchronously as a class. Dates and times will be communicated in advance.

Attendance and participation requirements:

Because this is an online course, your attendance is based on your online activity and participation. The following is a summary of everyone's expected participation:

  • Participating in online activities for attendance: AT LEAST ONCE PER WEEK
    You are expected to log in to the course in Carmen every week. (During most weeks you will probably log in many times.) If you have a situation that might cause you to miss an entire week of class, discuss it with me as soon as possible.
  • Office hours and live sessions: REQUIRED AS NOTED IN MODE OF DELIVERY.  
  • Participating in discussion forums: 2+ TIMES PER WEEK
    As part of your participation, each week you can expect to post at least twice as part of our substantive class discussion on the week's topics.

Class Contribution (includes attendance and participation) 10 points

Organizational Situation Analysis (first section of the Marketing Plan) 10 points

Case Study Outlines (3 total, 5 pts. each) 15 points

Case Study Analysis + Class Discussion Facilitation 25 points

Draft Marketing Plan 15 points

Final Marketing Plan 25 points

Total Points: 100

Course Schedule

 

  1. Getting Started
  2. Social Marketing
  3. Research
    Market Intelligence
  4. Audiences Goals Objectives
  5. Product

  6. Price & Place

  7. Promotion: Messages, Messengers, Creative Strategies

  8. Promotion: Channels

  9. Activation & Management: Monitoring and Evaluation; Budgeting and Funding

  10. Activation and Management: Implement-ation and Sustaining Behaviors

  11. Expert Interview Videos – various topics

Previous Instructors Have Included