|
|
JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 350"
COURSE NAME: "Marketing for Non-Profit Organizations"
SEMESTER & YEAR:
Fall 2014
|
SYLLABUS
INSTRUCTOR:
Susan Fuller
EMAIL: [email protected]
HOURS:
TTH 1:30 PM 2:45 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisites: Junior Standing, EN 110 with a grade of C or above
OFFICE HOURS:
|
|
COURSE DESCRIPTION:
Increasing global demand for inclusive, sustainable and transparent delivery of products and services creates opportunities for innovative benefit businesses and Non Profit organizations to provide social as well as personal benefits to broader stakeholder groups. This marketing course introduces students to the challenges faced by firm and organizations that opt to deliver real, long-term, social/sustainable value for social purpose organizations.
Marketing for Nonprofit Organizations is a decision-oriented course, one which focuses on how and when Nonprofits organizations should apply marketing theories to achieve their goals and objectives. While traditional marketing is seen as a business function that helps marketers identify profitable target markets, and design well positioned, differentiated, value propositions through their marketing mix toolkit, for the students in this course, the goal is to explore marketing as a philosophy that, if used effectively, can help guide the entire organization in building long-term strategic relationships with multiple stakeholders for social good. For Non-profits, marketing success is not measured by revenues accruing from funds realized by meeting or even exceeding customer expectations or delivering personal satisfaction. By the very nature of the organization, non-profits are primarily focused on using marketing principles and models to reducing costs and encouraging long-term adoption of socially desired behaviors. This course therefore focuses on marketing as a social and managerial process, targeting the needs and wants individuals, groups, organizations and society through the exchange process.
Through text readings, case studies and individual projects, participants will study how non-profit organizations assess, establish and maintain value-creating relationships with the organizations various stakeholders, especially donors , volunteers and clients
|
SUMMARY OF COURSE CONTENT:
Topics covered in this course include but are not limited to the following.
1. Understanding the uniqueness of Nonprofit marketing
2. Developing a Target Audience-Center Orientation
3. Managing and targeting the Nonprofits offerings.
4. Managing perceive cost for client adopters
5. Formulating and management of communication strategies
6. Balancing mission and organization resources
7. Monitoring, evaluating and controlling marketing initiatives
d
|
LEARNING OUTCOMES:
1. Develop a target audience value-centered mindset.
2. Develop an awareness and understanding of marketing tools and techniques and how they may be appropriately applied to
- Assessing delivery gaps in the marketing process,
- Developing a behavior oriented strategic marketing plan for a target market for an existing nonprofit organization
- Determining and measuring delivered value to target stakeholders
- Understanding how to evaluate, attract and manage human resources particularly volunteers
- Understand the financial especially fundraising aspects and requirements for nonprofits.
3. Develop an understanding of the need for and methods appropriate for monitoring and controlling the performance of nonprofits.
4. Research and assess the marketing strategy of a chosen nonprofit for a selected a target audience and develop recommendations for a revised / behavior oriented marketing plan.
|
TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Strategic Marketing for Nonprofit Organizations 7th edition | Andreasen, Alan R. and Kotler, Philip | Pearson Prentice Hall, 2008 | 113-978-0-13-234554-5 | | | | | |
|
REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
|
GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Written Case analysis reports and oral presentations | Case analysis, presentation and discussion.
HBS cases are designed to motivate the integration and application of the major concepts in the course. Students are encouraged to form study groups to discuss each case. Written assessments are to be completed individually. Students may be required to formally present assessments of more than one case. Written case reports will constitute 15 % of the final course grade. Case discussions 5% Formal Oral Presentations 5%. Students may be assigned to present more than one case. All cases should be read and written assessments prepared by all students, before the class on which they are assigned. | 25% |
| IO/NPO Written Report and Project | Prepare a written marketing plan for an NPO.
Includes assessment of the strengths and weakness of the current marketing programs, stakeholder management and activities. Non-profit organization (NPO, IO or NGO) may be studied either on an individual or a group basis. The final report will focus on the Strengths and Weaknesses of four key areas: General Operations (including staffing, budgets, and organizational challenges); Fundraising; Technology and Internet Usage; and Accountability and Stewardship as they related to identified Marketing Opportunities and Threats with various stakeholders and clients. Expected in the report is a complete discussion of Target Market behavioral objectives, and an enhanced marketing mix | 35% |
| Media watch, exercises and attendance | Students are expected to attend all scheduled class meetings presented in the course outline. Since success in the marketing field requires a high level of interpersonal skills, grading to a greater extent that in other classes will be based on active class participation with the major emphasis on the quality of your attitude and contribution and not the quantity. Any student coming to class with the intention of being a spectator, may expect to see his7her final course grade lowered by as much as 10%. Marketing is an active exchange process. In this class, students are encouraged and expected to be a part of this class and not apart from it. A part of this grade is also dependent on the student's engagement , level of preparation and general contribution to related discussions | 10% |
| Final Exam | There will be one final exam.
Examination may include definitions, essay questions, or have references to cases studied in the course.
Make-up final exams will only be administered in accordance with established university policy (see University catalog) | 30% |
-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 cours
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:
No absence 100%
One unexcused absence 90%
Two unexcused absences 0%.
More than two unexcused absences may result in points being subtracted from a student’s final grade.
Students without a medical certificate who miss more than three classes may be requested to withdraw from the course.
|
|
|
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
|
|
Topics
1. Understanding the uniqueness of Nonprofit marketing
2. Developing a Target Audience-Center Orientation
3. Managing and targeting the Nonprofits offerings.
4. Managing perceive cost for client adopters
5. Formulating and management of communication strategies
6. Balancing mission and organization resources
7. Monitoring, evaluating and controlling marketing initiatives
Cases
Culp, Carrie D. and Stivers, Callie M. (1997), "Share our strength and American Express," Stanford University two Cases M-289A and M-289B
Ewart, Tom. “Care Kenya: Making Social Enterprise Sustainable” IVEY, 905M56.
Herzlinger, Regina E (2006) “Identify the Nonprofit” Harvard Business School 9-195-215
Orenstein, Jeffrey M. (1997) "Help the World See: Self-Sustaining Eye Care in Belize," Harvard Business School Case 9-897-142.
Quelch, John and Nathalie Laidler. “International Federation of Red Cross and Red Crescent,” Harvard Business School Case 9-503-059.
Rangan, V. Kasturi. “The Aravind eye hospital India” Harvard Business School, 9-593-098.
Rangan, V. Kasturi (rev. 1993), "Population Services International: The Social Marketing Project in Bangladesh," Harvard Business School Case 9-586-013.
Marketing Plan Presentation
Final exam
|
|
|