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Nonprofit Marketing

2019/2020
Учебный год
ENG
Обучение ведется на английском языке
4
Кредиты
Статус:
Курс по выбору
Когда читается:
2-й курс, 1, 2 модуль

Преподаватель

Course Syllabus

Abstract

The course tends to be research- and practice-oriented and provides students with the concepts and tools of marketing that non-profit organizations are able to use in order to market their services and publicize their mission. Students will learn how to conduct research on client needs, design a marketing plan for non-profit organizations, exploit opportunities of benchmarking and possibilities for social entrepreneurship. Best practices of cultural, sport, arts organizations from all over the world will be discussed, while students will have an opportunity to conduct own project on development and marketing of new products by non-profit organizations. The course is blended. The topic “Positioning and communicating” is based on the MOOC “Positioning: What you need for a successful Marketing Strategy” (IE Business School) https://www.coursera.org/learn/positioning#%20. The MOOC is integrated in the course program.
Learning Objectives

Learning Objectives

  • The aim of the course is to obtain the basic knowledge and skills of using marketing technologies' tools in non-profit sector;
  • learn special features of conducting campaigns of resource sourcing;
  • organizing campaigns for social projects' promotion;
  • franchaizing and social investment tools;
  • learn project work in groups.
Expected Learning Outcomes

Expected Learning Outcomes

  • The student is able to use the concepts and notions; master the main functions, models, technologies of non-profit
  • The student obtains skills and abilities to use the specific technologies to develop socially-oriented campaigns and products, to evaluation their effectiveness
  • The student is able to develop fundraising campaigns for various social groups
  • The student masters the methods of creating new ideas and products
  • The student has the skills of systematization and analysis of information, public speaking and protection of projects in English
Course Contents

Course Contents

  • Lecture 1. Introduction to nonprofit marketing.
    Definition and aims of nonprofit marketing. Adoption of marketing approach. Nonprofit marketing orientation. Dimensions of nonprofit marketing (planning, positioning, communications, resource attraction). Definition of target audience and the importance of a message.
  • Lecture 2. Nonprofit organizations.
    Types of nonprofit organizations in Russia and worldwide. Mission and strategy of nonprofit organizations. Services of nonprofit organizations. Best practices of non-profit organizations.
  • Lecture 3. Designing a nonprofit marketing plan.
    Organization’s mission & vision, goals & strategies. Definition of audience, mapping messages, determining messages. Definition of target audience. Conducting needs research. Choice of tools: marketing mix. Social marketing mix. Definition of budget, price, timeline and resources. Measurement and tracking results. Offers in nonprofit marketing.
  • Lecture 4. Positioning and communicating.
    1) Identifying objectives for public relations campaign. Defining goals being in-line with overall business and marketing strategies. Target audience. Communication channels and key message. Use of modern communication technologies, promotion in internet. Particularities of development the public relations campaign for socially oriented events. Success and failure. Long-term effects. Sustainable value and sustainable service. Legal implementation. Interaction with public bodies. Legislative framework for PR. Advertising, Social media marketing. Branding: nonprofit differentiation and branding personality. 2) Blended based on MOOC “Positioning: What you need for a successful Marketing Strategy” (IE Business School) https://www.coursera.org/learn/positioning#%20
  • Lecture 5. Resource attraction: fundraising and sponsorship
    Effective fundraising activities: fundraising from individuals, major and minor grants, foundation grants. Business partnership. Cause Related Marketing: best practices of strategic marketing partnership between companies and a nonprofit.
  • Lecture 7. Resource attraction: volunteer recruitment and retention, talent management.
    Recruitment and training talent: volunteer recruitment, motivating and keeping talents
  • Lecture 8. Social entrepreneurship and social innovations.
    Definition of social entrepreneurship and social innovations. Best world practices. Social investments: organizations, that aggregate social investments; organizations, that support social investments.
Assessment Elements

Assessment Elements

  • non-blocking Class work
    Class work includes: individual and group work at seminars. Students are expected to read and analyse assigned literature and be able to participate in discussions in class
  • non-blocking Individual work
  • non-blocking Exam
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.24 * Class work + 0.2 * Exam + 0.56 * Individual work
Bibliography

Bibliography

Recommended Core Bibliography

  • Kumra, R. (2007). Consumer Behavior (Vol. 1st ed). Mumbai: Himalaya Publishing House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=332240
  • Saito, F. (2009). Consumer Behavior. New York: Nova Science Publishers, Inc. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=333741

Recommended Additional Bibliography

  • Nair, S. R. (2009). Consumer Behaviour and Marketing Research : (text and Cases) (Vol. Rev. ed). Mumbai [India]: Himalaya Publishing House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=332241
  • Wood, N. T., & Solomon, M. R. (2009). Virtual Social Identity and Consumer Behavior. Armonk, N.Y.: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=316411