Certificates
Marketing
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-profit organizations. Topics specific to the non-profit environment will include social and cause related marketing, fundraising, volunteer management and recruitment.
Course Content
- Introduction to marketing in the non-profit sector – developments and challenges
- Strategic marketing planning for non-profits: value proposition, branding, segmentation, targeting, positioning, competitive advantage, volunteering, business collaborations, and fundraising
- Special events marketing
- Marketing mix strategies for non-profits
- Social enterprise marketing
- Cause-related marketing
- Resource development, management of costs and budgets, and adapting to changes in the regulatory environment
Learning Outcomes
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
- Describe 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
- Examine the role of the private sector, partnerships, alliances and community to the non-profit sector
- Distinguish the role of the customer in the non-profit environment from a for-profit organization
- 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