<Module Code>: Marketing for the Non-Profit Organisation
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Description:
Marketing for the Non-Profit Organisation
Marketing for the Non-Profit Organisation
NFQ Level:
9
ECTS Credits:
5
To cover the role of marketing within non-profit organisations and aspects of
marketing decision-making involved in an organisation’s response to external forces;
To develop marketing strategies, the research and analysis of marketing opportunities,
market competition, and the control of implementation of marketing efforts;
To put emphasis on the application of marketing concepts to a variety of non-profit
scenarios and raise awareness of the constraints in non-profit organisations.
Learning Outcomes:
On successful completion of this module the learner will be able to
Learning Outcomes
Associated Programme Outcomes
On completion students should be able to:
Implement best practice in managing
communication, marketing, planning and
strategising in voluntary and community
sector settings;
1. Describe and apply basic marketing management
concepts;
2. Explain the theory and plan the practice of
strategic marketing;
3. Employ problem-solving techniques associated
with marketing
Pre-requisite Learning
Module Recommendations
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not
enrol on this module if you have not acquired the learning specified in this section
Introduction to Non Profit Management Concepts
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not
enrol on this module if you have not acquired the learning specified in this section
<Module Code>: Marketing for the Non-Profit Organisation
Indicative Context
Growth and Development of non-profit marketing
Developing a customer-centred mind-set
Strategic Marketing Planning Process; understanding customer behaviour
Developing a core Marketing Strategy; segmenting the market; positioning
Acquiring and using marketing information
Acquiring and managing volunteers; working with the public sector
Advocacy; managing personal influence
Assessment Breakdown
Four marketing exercises concerning different aspects of the marketing process
Coursework Breakdown
Type
Description
Workload
Type
Lecture
Independent Learning
Library
Assignment
Outcome
addressed
%
25% X 4
% of
Total
Full-Time Hours per semester
Description
Lecturing input
Self-directed reading and revision
Self and tutor-directed reading of course material
Researching, structuring information, writing up
Assessment Date
Hours
24
101
Total Workload 125
Resources
Essential Book Resources
Marketing Management for Non-profit Organizations 2nd ed. Oxford University Press
2005
Kotler, P. & Andreason, A. Strategic Marketing for Non-Profit Organisations, 6th Int. ed. New York: Prentice Hall,
2003
Ries, A. & Trout, J.
Positioning: The Battle for Your Mind London: McGraw Hill,
2001
Sargeant, A.
Essential Article/Paper Resources
<Module Code>: Marketing for the Non-Profit Organisation
Other Resources
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Semester One
Semester Two
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