BUS 482-50 Not-for-Profit Marketing Overview

This new course is designed to be an appropriate elective for the Marketing concentration. The prerequisite for the course is MKT 301 - Principles of Marketing. This course will be offered through Continuous Learning and should be of special interest to anyone employed or considering employment in any non-profit organization. Below is a brief description of the course.

The concept of marketing has been increasingly broadened over the last three decades to include not only profit-making organizations, but also the nonprofit sector of society. During the past decade, financial pressures have prompted many nonprofit organizations to pursue more of a marketing orientation. Indeed, many nonprofit organizations have turned to marketing as a means to ensure their survival.

In a very controversial article in 1969, Kotler and Levy contended that marketing is a pervasive societal activity that goes considerably beyond the selling of toothpaste, soap, and steel. They further recommended that the marketing concept be broadened to include the nonprofit sector of society since marketing is a generic activity for all organizations.

Largely because of this classic article, practitioners and scholars began turning their attention to the challenge of improving marketing practice in public agencies and nonprofit institutions. Marketing has become a buzzword of some significance in government agencies, hospitals, universities, transit systems, arts organizations, and social groups.

In recent years, many different nonprofit organizations have successfully implemented marketing as a critical part of their organizational environment. Similarly, there has been a significant increase in research addressing the utilization of marketing principles in a nonprofit setting.

The intent of this course is to discuss the utilization of marketing principles by nonprofit organizations - the problems, benefits, obstacles, and opportunities - involved with a marketing orientation. A variety of marketing concepts, techniques, and strategies will be discussed and their relevance to nonprofit organizations examined. While the use of marketing in several different types of nonprofit institutions will be discussed, the course will follow the marketing of religious organizations as the key example of this new direction for the marketing discipline.

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Tentative Syllabus - BUS 482 Not-for-Profit Marketing
Thursday 5:30 - 8:15 P.M.
Dr. John J. Considine, RH 331, X4438       Home Phone: 469-7328
Office hours: T TH 9 - 11:00 A.M.

Text: Marketing Your Church Concepts and Strategies
Considine, Sheed & Ward Publishers, 1995.
Wk.1 General Introduction, Discussion of the Marketing Concept, Evolution of Marketing
Wk.2 Strategic Marketing Management Process
Wk.3 Conducting a Marketing Audit
Wk.4 Developing a Marketing Plan,
Discussion of Marketing Plan Project for Some Non-Profit Organization
Wk.5 Consumer Behavior and Desicion Making
Wk.6 Market Segmentation Strategies
Wk.7 Marketing Research for Non-Profit Organizations
Wk.8 Mid-Term Exam
Wk.9 Product/Service Concepts and Strategies
Wk.10 Pricing Strategies, Fund Raising for Non-Profits
Wk.11 Communication Strategies
Wk.12Advertising, Publicity, and Public Relations for Non-Profit Organizations
Wk.13 Distribution/Place Decisions
Wk.14 Benefits of a Marketing Orientation for Non-Profit Organizations
Wk.15 Marketing Plan Presentations

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Created: 11/11/97 Updated: 11/29/97