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 non-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 enables the non-profit organizations to achieve its objectives and cover its expenses. Social communication campaigns deal with creating awareness of the non-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 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.

As part of their group assignment, students will plan and design a fundraising campaign or a social marketing campaign for a real-life project.  Generally, the project is based in a lesser-developed country, and implies a direct involvement with an organization that deals with development issues. In proposing their campaign, students must assess the economic, ethical and cultural factors involved.

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

Assessment Guidelines for assigning main letter grades: A, B, C,D, and F.

A:  Work of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensiveknowledge 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.

B:  This 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.

C:  This is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.

D:  This 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.

F: This work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.