MARKETING FOR NONPROFITS

PREREQUISITE: MRKT3012
This course positions marketing as the most critical discipline needed for the success of non-profit organizations. Emphasis is placed on the influencing of behavior over a wide range of target markets including clients, donors, policy accomplished by organizing much of the discussion of strategic and tactical marketing options available for non-profit’s own paid staff. This is accomplished by organizing much of the discussion of strategic and tactical marketing options available for non-profits around two central behavioral science models: Stages of Change and BCOS Drivers (Benefits, Costs, Others, Self-Efficacy). In addition, this course removes the misconception of non-profit enterprise flourishing everywhere in the world, including Asian and formerly communist countries. The latest research on institutional structure, volunteering, and fundraising is integrated through lectures, vignettes, and case examples