Public and Nonprofit Marketing

Catalog description

This course covers the foundations of nonprofit and public policy marketing. Students will learn how to develop marketing strategies and campaigns for nonprofit organizations and apply them to the promotion of public policy. We will explore how traditional and emerging marketing techniques, alongside theories of engagement and behavior change, can be leveraged to increase charitable donations, gain support for public issues, recruit volunteers, and achieve an organizational mission. The course will focus on building tactical campaigns across three practical pillars: funding and resource development (fundraising initiatives and corporate partnerships), strategic messaging (public communications, media relations, and digital content production), and constituent relations (grassroots mobilization and stakeholder engagement). We will explore real-world cases of mission-driven organizations and public entities, including government; health and human services; social, economic, and racial justice; education; and the environment.