Non-profit and public organisations are increasingly adopting a marketing orientation as a critical part of their strategy. This course investigates the principles and techniques of non-profit and social marketing as they apply to the needs of non-profit and public institutions.
In this diverse sector, marketing concepts derived from the for-profit sector have been crucial to marketing the non-profit organisations’ products, services, and social causes to a range of stakeholders, namely customers, funding donors, and volunteers. These activities challenge marketers to understand the uniqueness of non-profit and social marketing, and address resource and ethical concerns. Topics include the practices of marketing, fundraising, and public relations to successfully market products, services, ideas, and behaviours.