2017/18
27637 - Public and Non for profit Marketing
450 - Degree in Marketing and Market Research
Optional
5.3. Syllabus
Unit 1. Introduction to public and nonprofit marketing
1.1. The extension of the scope of marketing
1.2. Causes of marketing implementation in different organisations
1.3. Meaning of marketing
1.4. Nonprofit marketing: concept and fields of application
Unit 2. Social Marketing
2.1. Concept and objectives
2.2. Elements of social campaigns
2.3. Challenges of social marketing
2.4. Differences between general marketing and social marketing
2.5. Social marketing strategy
Unit 3. Marketing for nonprofit organisations
3.1. The concept of nonprofit organisations
3.2. Target audiences
3.3. Segmentation and positioning
3.4. Marketing instruments
3.5. Fundraising
3.5.1. Concept
3.5.2. Fundraising phases
3.5.3. Funding sources
3.6. Relationships between nonprofit organisations and individuals
3.6.1. Introduction
3.6.2. Why do people give?
3.6.3. Marketing strategies
3.7. Relationships between nonprofit organisations and other organisations
3.7.1. Introduction
3.7.2. Relationships with organisations: Cause-related marketing strategy
Unit 4. Public marketing
4.1. Concept
4.2. Public marketing consumers and users
4.3. Operative public marketing
Unit 5. Political marketing
5.1. Concept
5.2. Analysis of the political market
5.3. Political marketing mix. Product, price and place
5.3. Political marketing mix. Communication
Unit 6. Marketing extensions: City marketing
6.1. Concept and origin
6.2. City marketing information systems
6.3. Planning city marketing strategies
6.4. Action plan