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MARKETING FOR NON PROFIT ORGANIZATIONS

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-M1S2-MKT-MA-EE52UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S2English
Professeur(s) responsable(s)G.VERHAERT
Intervenant(s)Griet VERHAERT


Pré requis

Very basic understanding of marketing principles.

Objectifs du cours

At the end of the course, the student should be able to :
The student should be able to understand and apply the marketing principles in a nonprofit context.
The student should be able to comprehend the growing need for fundraising nowadays.
The student should be able to point out the similarities and differences in marketing between the for-profit and nonprofit context.
The student should be able to build a marketing communication plan for an nonprofit organization.
The student should be able to question nonprofit communications in term of efficiency.
The student should be able to interpret analytics of campaign results.
The student should be able to define benefits of working together with the private sector.
The student should be able to select the appropriate channel(s) depending on the target audience and aim.
The student should be able to define the donor lifecycle.

Contenu du cours

Defining the nonprofit sector
? Applying the operational marketing mix in a nonprofit context: Price, Place, Product, Promotion
? Key principles of effective communication
? Channels: Direct mail, Telemarketing, Digital, Face-to-face
? Fundraising principles & practice
? The need for funds in the cultural sector
? Interaction with the private sector


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings2,00  
Independent study
Group Project14,00  
Charge de travail globale de l'étudiant32,00  

Méthodes pédagogiques

  • Lecture
  • Tutorial
  • Presentation
  • E-learning
  • Research
  • Project work
  • Interactive class
  • Case study


Évaluation

Type de ContrôleDuréeNombrePondération
Continuous assessment
QCM0,00040,00
Others
Individual Project0,00160,00
TOTAL     100,00

Bibliographie

  • Marketing Management for Nonprofit Organizations, - Sargeant

  • Fundraising Principles and Practice, - Sargeant & Shang

  • Strategic Marketing for Nonprofit Organisations, - Andreasen & Kotler


Ressources internet



 
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