GSPA

Alys Novak, MBA

READINGS: Kotler and Andreasen, "Strategic Marketing for Nonprofit Organizations," Fourth Edition

COURSE DESCRIPTION: Marketing is an inherent component of nonprofit management--a part of every aspect from strategic planning to fundraising. Understanding of marketing theory and focused application of techniques and tools can significantly improve a nonprofit organization's effectiveness. This course is intended to introduce students to the methodology of marketing and to provide opportunities to apply these methods.

The goals of the course are to: apply marketing principles in the nonprofit field; develop a specific marketing plan for one product/program; identify how the concept of customer service fits into a nonprofit agency; link marketing and fundraising.

The text serves as a classic reference of the field and supplemental readings add insights about the evolving arena of marketing. Class sessions include instructor and student presentations, class discussions, small group exercises, guest speakers, an d videos. Active student participation is essential to successful performance in the class. Class members are expected to discuss marketing concepts they find interesting in the readings and they see being practiced by for-profits and nonprofit.

EXAM: The two-hour exam will contain three questions covering the content of the readings, each worth five points.

PROJECT: Class members will prepare a marketing plan for a specific nonprofit product/program with the intent it will be "gifted" to the nonprofit to enhance its marketing efforts. The plan must follow this outline:

--Executive Summary;
--Introduction/Background;
--Target Markets;
--Situation Analysis;
--Marketing Goals/Objectives;
--Strategy Development;
--Budget;
--Implementation;
--Evaluation

Students will be required to submit a project proposal by (the date will be determined at first class session) for approval by the instructor. If a student is not presently working with a nonprofit organization, the instructor will help the class memb er make contact with agencies which might to take advantage of this opportunity to gain help with market research and marketing planning.

The plan will be typed. Marketing techniques should be used to format the material in an appropriate, attractive "marketing communication package."

Students will make a 20-minute oral presentation of the plan (plus facilitate a 10-minute question/answer session) to the class in an appropriate "personal selling" manner; i.e. as if making a presentation to a funder or board or directors. The plan will be worth 15 points and the oral presentation, 5 points.

THRESHOLD WRITING REQUIREMENT: The ability to communicate accurately and effectively in writing is an essential part of academic and professional work--and critical in marketing communication. Since this is an university-level course and a cou rse within a professional degree program, there is a required threshold level of competence in writing which preempts grading on other aspects of student performance. This means to pass the course, class members must in all written work use appropriate l anguage and structure.

GRADING: There will be 40 points possible as follows: Exam: 15 point; Project: 20 points; Participation: 5 points. Late work will be accepted with a penalty.

CLASS SCHEDULE AND ASSIGNMENTS: Class meets four weekends--three Friday evenings, 5:00 - 8:00 pm and four Saturdays, 8:00 - 4:30 pm. Actual class dates will be determined by the Semester Term, prior to the first class meeting.

Class 1: Introduction, Overview of Course, Marketing Defined, Business of Marketing, Role of Marketing in Nonprofit, Language of Marketing, Marketing Cycle

Class 2: Customer Orientation, Strategic Planning, Marketing Planning, Marketing Plan Overview, Marketing Strategies. READING: Kolter: 1-219

Class 3: Market Research. READING: Kolter: 220 - 271

Class 4: Resources, Marketing Mix (Product and Price). READING: Kolter: 278-479

Class 5: Marketing Mix (Place/Distribution). READING: Kolter: 480-504

Class 6: Marketing Communication. READING: Kolter: 505-592. Two-hour Exam.

Class 7: Personal Selling/Relationship Management, Evaluation and Control, Marketing Plan Presentations. READING: Kolter: 593-631.

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