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BX2185 - Marketing in Not-For-Profit Sectors

[Not offered in 2020]

Credit points: 3
Year: 2020
Student Contribution Band: Band 3
Administered by: College of Business, Law & Governance

This is a foundation subject in the Social Marketing and Not-For-Profit Marketing minor and it introduces students to the theories, concepts and principles of not-for-profit marketing. The objective of this subject is to explore the benefits, problems, obstacles and opportunities associated with the adoption of a marketing orientation in the not-for-profit sector. During the past decade, financial pressures and a change in mind-set have prompted many not-for-profit organisations to pursue a marketing orientation. Indeed, many not-for-profit organisations have turned to marketing as a means to ensure their survival. The use of marketing in different types of not-for-profit institutions will be discussed in this subject.

Learning Outcomes

  • examine the key differences between marketing in a corporate and a not-for-profit environment and the implications for strategy development;
  • discuss strategies for generating revenue across a wide range of not-for-profit sectors including charities and the performing arts, managing volunteers, and forming strategic partnerships across the private and not-for-profit sectors;
  • apply fundamental marketing research techniques for the not-for-profit sector;
  • create a marketing plan, analyse the environment of the not-for- profit organisation and make reasoned recommendations regarding appropriate communication, segmentation, targeting and positioning strategies;
  • develop critical thinking and problem solving skills with application to marketing concepts, theories and principles in the not-for-profit sector.

Subject Assessment

  • end of semester exam (50%)
  • assignments (25%)
  • case study written report (25%).
Prerequisites: 12 CP OF SUBJECTS

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.