02-079 Marketing nepridobitnih organizacij/ Marketing of Nonprofit Organisations
Content (Syllabus outline):
1.
Definitions and the development of non-profit marketing. Characteristics of
non-profit businesses, public and private non-profit companies, classification
of non-profit companies.
2.
Values and culturological issues in non-profit companies, ethical and law
issues.
3.
The importance of companies' environment, analysis of micro and macroenvironment. Analysis of advantages, disadvantages, threats and opportunities
of different types of non-profit organizations.
4.
THe marketing mix of non-profit organizations, market segmentation,
positioning and the role of marketeers in non-profit organizations.
5.
The vision, mission and goals of a non-profit organization.
6.
The marketing plan in non-profit organization.
7.
Marketing in education and research.
8.
Marketing health services.
9.
Social marketing.
10.
Marketing in cultural and sports organizations.
11.
Volounteering.
Objectives and competences:
Students will develop general competences:
•
ability to integrate the knowledge of different areas (marketing, management,
economics, business administration and management of non-profit
organizations),
•
ability to use knowledge from different areas,
•
ability to interact activelly in discussions,
•
ability to search modern literature and use it for research purposes,
•
ability to analyse and critically judge contemporary literature,
•
ability to analyze non-profit marketing techniques,
•
ability to recognize problems and find solutions to them,
•
ability to think as a marketeer,
•
ability to assess the non-profit marketing sector,
•
ability to criticaly assess the activities of different subjects,
•
ability to work in a team,
•
ability to make sucessful presentation, get involved in a dialogue and
constructivelly collaborate in the process of marketing non-profit organizations,
•
knowledge to use non-profit marketing terminology,
•
ability to understand and learn from case studies.
Students will develop course - specific competences:
•
knowledge and understanding of non-profit marketing,
•
understanding of the role of non-profit organizations in a society,
•
understanding of the difference between the marketing mix of profit and nonprofit organizations,
•
ability to evaluate the marketing of products and services from non-profit
organizations,
•
ability of proposing a successful marketing mix for a non-profit organization,
•
ability to integrate knowledge of other areas to the field of non-profit
organization,
•
ability to prepare a marketing mix for a educational and/or research
oreganization,
•
ability to prepare a marketing mix for a health organization,
•
ability to prepare a marketing mix for a culture or sports organzation,
•
ability to understand different stakeholders' roles in the non-profit marketing,
•
ability to agreagate the profit and non-profit activities of a company.
Intended learning outcomes:
Knowledge and understanding:
Student will:
•
be able do define non-profit activities,
•
know the chacarteristics of a non-profit organization,
•
be able to assess different stakeholders' of a non-profit organization
characteristics,
•
be able to define different activities of the non-profit industry,
•
get insight into risks involved in a non-profit business,
•
be able to assess formal non-profit organizations structure (in terms of law,
control and interest groups),
•
know different categories of culture in non-profit business,
•
understand ethical issues in marketing a non-profit business,
•
understand law issues in non-profit organizations,
•
be able to analyse a company's environment and assess its' importance to a
non-profit business,
•
get insight in the importance of micro- and macro- environment of a company,
•
be able to perform SWOT analysis specific to non-profit businesses,
•
refresh his knowledge of marketing,
•
understand special features involved in marketing a non-profit business,
•
be able to determine a mission, vision an goals of different business subjects,
•
understand different concept in planning a non-profit business activity,
•
be able to determine control variables in determining the efficiency of a nonprofit organization,
•
be able to understand the importance of marketing in an educational
institution,
•
understand the drivers that led the educational institutions to actively market
their programmes,
•
understand a healthare system of a country,
•
understand the relationship between offer and demand in healthcare,
•
understand and define the social marketing,
•
understand the difference between social marketing and social
communication,
•
undersand the added value and the importance of marketing researc,
•
be able to organise an advertising campaign,
•
understand the importance of marketing in art,
•
understand volounteerism and asses a strategy for a company basing on
volounteers.
Assessment:
Short written casework
Presentation
Final examination (writen/oral)
Other