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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 355"
COURSE NAME: "Social Marketing and Fundraising"
SEMESTER & YEAR:
Spring 2025
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SYLLABUS
INSTRUCTOR:
Alessandro Signorini
EMAIL: [email protected]
HOURS:
TTH 4:30 PM 5:45 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisite: Junior Standing
OFFICE HOURS:
Thursday 130-300pm
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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.
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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.
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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
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Nonprofit Marketing; Marketing Management for Charitable and Nongovernmental Organizations | Wymer, W., Knowles, P.A. and Gomes R | Sage Publications, Inc | 9781412909235 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| Strategic marketing for nonprofit organizations | Kotler, P. and Andreasen, A. R. | 7th Ed., Prentice Hall | 10. 013175372X | | |
| Successful fundraising | Baguley, J. | Bibliotek Books | 13. 978-1873017401 | | |
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| 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:
Class attendance is recommended as the majority of the course content is covered in classes. After 6 absences, students will lose 1 percentage points in the final grade. Class attendance is mandatory only for group projects, mid-term exams, and the final exam. Unexcused absences in mandatory classes will result in students losing all the points of the graded exercise.
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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.
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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.
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SCHEDULE
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Date
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Topics
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Chapters
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Tue. 1/21
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Course Description
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Thur. 1/23
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Introduction to Non-profit Marketing
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Chap. 1
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Tue. 1/28
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Direct Marketing Tactics Offers in Nonprofit
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Chap. 7
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Thur. 1/30
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Greenpeace
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Tue. 2/4
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Attracting major gifts
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Chap. 8
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Thur. 2/6
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Oxfam
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Tue. 2/11
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Corporate Fundraising
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Chap. 12
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Thur. 2/13
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Corporate Fundraising
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Chap. 12
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Tue. 2/18
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Doctors without borders
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Thur. 2/20
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Case exercise
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Tue. 2/25
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Case exercise
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Thur. 2/27
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Case exercise
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Fri. 2/28
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Case exam - Fundraising
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Tue. 3/4
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Group project discussion
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Thur. 3/6
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Group project discussion
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DATE
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Topics
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Chapters
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Tue. 3/11
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Spring break
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Thur. 3/13
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Spring break
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Tue. 3/18
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Special Events in the Nonprofit Sector
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Chap. 9
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Thur. 3/20
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The American Cancer Society and Relay for Life
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Tue. 3/25
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Marketing to Volunteers
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Chap. 10
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Thur. 3/27
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Donapp
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Tue. 4/1
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Social Marketing
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Chap. 11
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Thur. 4/3
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Social Marketing
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Chap. 11
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Tue. 4/8
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Group Project Presentation
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Thur. 4/10
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Group Project Presentation
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Tue. 4/15
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Group Project Presentation
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Thur. 4/17
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Guest Lecture
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Tue. 4/22
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Case Study
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Thur. 4/24
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Case Study
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Tue. 4/29
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Case Study
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Thur. 1/5
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Holidays
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5/4-5/9
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Final exam
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