Public and Nonprofit Marketing for Executives

Catalog description

In this course students will learn how to develop marketing strategies and messages for nonprofit organizations and how to apply these strategies to the promotion of public policy. Students will understand how traditional marketing techniques can be very useful for increasing charitable donations, gaining support for a public issue, recruiting volunteers, and achieving an organizational mission. The course will cover how to develop key elements of strategic marketing campaigns, including SWOT analysis, SMART goals and objectives, message construction, and creative stories for digital media. We will be exploring cases of mission-driven organizations and entities including government; health and human services; social, economic, and racial justice; education; and the environment.