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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 355"
COURSE NAME: "Social Marketing and Fundraising"
SEMESTER & YEAR: Fall 2019
SYLLABUS

INSTRUCTOR: Alessandro Signorini
EMAIL: [email protected]
HOURS: TTH 3:00-4:15 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: Junior Standing
OFFICE HOURS: Tuesday 730-830pm

COURSE DESCRIPTION:
This course introduces students to the conceptual frameworks, ethics, and practice associated with social marketing. This course explores how classic marketing techniques can be effectively applied beyond traditional corporate settings, in not-for-profit organizations. Students will gain an understanding of the basic principles of social marketing, and then will address fundraising and resource development as well as social communication campaigns. Fundraising is the application of marketing principles to generate funds that enable not-for-profit organizations to achieve their objectives and cover their expenses. Social communication campaigns deal with creating awareness of the not-for-profit organization’s mission and services and influencing specific target audiences to behave differently for a social purpose. At the end of the course, students will gain an understanding of the financial analysis needed for program management and performance review. The course offers students a valuable opportunity to implement the marketing concepts in an original and growing sector, where the objectives are broader than simple profit maximization, and social, ethical, and political factors play a major role.
SUMMARY OF COURSE CONTENT:
This course introduces students to the conceptual frameworks, ethics, and practice associated with social marketing. This course explores how classic marketing techniques can be effectively applied beyond traditional corporate settings, in not-for-profit organizations. Students will gain an understanding of the basic principles of social marketing, and then will address fundraising and resource development as well as social communication campaigns. Fundraising is the application of marketing principles to generate funds that enable not-for-profit organizations to achieve their objectives and cover their expenses. Social communication campaigns deal with creating awareness of the not-for-profit organization’s mission and services and influencing specific target audiences to behave differently for a social purpose. At the end of the course, students will gain an understanding of the financial analysis needed for program management and performance review. The course offers students a valuable opportunity to implement the marketing concepts in an original and growing sector, where the objectives are broader than simple profit maximization, and social, ethical, and political factors play a major role.
LEARNING OUTCOMES:

At the end of the course, students will be able to:

1)    Analyze the importance of the non-profit sector in our society

2)    Apply the classic marketing principles and strategies they have explored in lower-level courses, to the non-profit sector

3)    Develop practical and creative skills to solve real life problems encountered in NFPs.

4)    Identify and assess the impact of a social marketing policy on individual behavior in society

5)    Delineate the opportunities for a non-profit organization in terms of funds and collaboration with the business sector

6)    Improve their written and oral presentation skills

TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Nonprofit Marketing; Marketing Management for Charitable and Nongovernmental OrganizationsWymer, W., Knowles, P.A. and Gomes R.Sage Publications, Inc9781412909235  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Mid-term exam 25%
Final exam 35%
Group project first part 15%
Group project second part 15%
Class participation 10%

-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course.
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.

-ATTENDANCE REQUIREMENTS:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
You will lose 0.5% on your total grade for each absence after the second unexcused absence.
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed. The final exam period runs until ____________
ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.

SCHEDULE

DATE

Topics

Chapters

Tue. 

Course Description

Thur. 

Introduction to Non-profit Marketing

Chap. 1

Tue. 

Mission, STP, and Branding for non-profit organizations

Chap. 2

Thur. 

Amnesty International

HBS Case study

Tue. 

Harambe Africa’s social entrepreneurs

Case Study

Thur. 

Harambe Africa’s social entrepreneurs (Cont’d)

Case Study

Tue. 

Strategic Market Analysis and Planning for Public and Nonprofit Organizations

Chap. 4

Thur. 

Direct Marketing Tactics Offers in Nonprofit

Chap. 7

Tue. 

Attracting major gifts

Chap. 8

Thur. 

Attracting major gifts

HBS Case study

Tue. 

Group project presentations

Thur. 

Group project presentations

Tue. 

Review day

Thur. 

Mid-term exam – Chaps 1-2-4-7-8

Tue. 

Social Marketing

Chap. 11

Thur. 

WWF

HBS Case study

Tue. 4/3

Cause-Related Marketing

Chap. 12

Thur. 4/5

WWF (cont’d)

HBS Case study

Tue. 4/10

The Aravind Eye Hospital, India

HBS Case study

Thur. 4/12

The Aravind Eye Hospital, India (cont’d)

HBS Case study

Tue. 4/17

Group Project Presentation

Thur. 4/19

Group Project Presentation

Tue. 4/24

Financial review and cash flow management

Thur. 4/26

Review day

4/28-5/4

Final exam Chaps 9-10-11-12