Strategic Marketing for Non-Profit Organisations
Non Profit Organisations (NPO’s) are not designed to create economic value (to make profit) but to create social and/or spiritual value. In this context, the marketing of the organisation becomes more complex because the organisation needs to satisfy the needs of its key clients; but also needs to attract donors, volunteers, advocates, government support etc. This unit introduces students to this so-called multi-stakeholder marketing, focussing on issues such as how to create a movement, how to turn supporters into advocates, how to engage major sponsors and social investors, as well as how to identify and attract grants.
Quick Info
- Currently offered by Alphacrucis: Yes
- Course code: MKT216
- Credit points: 10
- Subject coordinator: Jacqueline Mees-Buss
Prerequisites
The following courses are prerequisites:
Awards offering Strategic Marketing for Non-Profit Organisations
This unit is offered as a part of the following awards:
- Associate Degree in Business
- Associate Degree in Ministry
- Bachelor of Arts
- Bachelor of Arts and Bachelor of Applied Social Science
- Bachelor of Arts and Bachelor of Business
- Bachelor of Arts and Bachelor of Education (Secondary)
- Bachelor of Business
- Bachelor of Business and Bachelor of Ministry
- Bachelor of Business and Bachelor of Theology
- Bachelor of Ministry
- Bachelor of Theology
- Diploma of Arts
- Diploma of Business
- Diploma of Business and Diploma of Entrepreneurship
- Diploma of Business and Diploma of Leadership
- Diploma of Business and Diploma of Ministry
- Diploma of Chaplaincy
- Diploma of Chaplaincy and Diploma of Leadership
- Diploma of Chaplaincy and Diploma of Ministry
- Diploma of Entrepreneurship
- Diploma of Entrepreneurship and Diploma of Leadership
- Diploma of Entrepreneurship and Diploma of Ministry
- Undergraduate Certificate in Arts
- Undergraduate Certificate in Business Studies
Unit Content
Outcomes
- Analyse the unique role of NFP groups in the market place, particularly the diverse roles and services they perform;
- Demonstrate a critical awareness of the nature of value and knowledge creation in a consumerist society. This includes consideration of the ethical and theological values as well as the goals of some NFP organization and how this is reconciled with contemporary marketing strategies;
- Demonstrate an ability to analyse the markets of NFP and community-based organisations to identify marketing opportunities;
- Analyse how specific NFP organisations have successfully marketed their services or work, particularly within the global context;
- Describe the unique marketing needs and challenges of NFP and community-based organisations in developing a marketing strategy;
- Develop a strategic marketing plan for a NFP organisation.
Subject Content
- Marketing and promotional ethics
- Marketing an organisation with Christian values in a post-modern society
- Developing a marketing strategy for a church or NPO
- Product design as key marketing tool to engage the target customer
- Social Marketing
- Formulating communication and promotional strategies
- Marketing communication tools: Advertising, PR, Promotions and new media
This course may be offered in the following formats
- Face-to-Face (onsite)
- Distance/E-Learning (online)
- Intensive (One week: 7 hours per day for 5 days = 35 class hours + approx 95 hours out of class time for research, writing, exam preparation and execution, ancillary activities associated with completion of assigned tasks.)
Assessment Methods
- Forum Postings (20%)
- Group Presentation (40%)
- Strategic Marketing Plan (40%)