Social marketing
Ms Linda Brennan
6 points * One 3-hour class per week * First semester * Caulfield * Prerequisite: MKT1120 or completion of the first two years of an undergraduate degree in a field associated with not for profit organisations
Objectives On completion of this subject students should understand not-for-profit marketing; understand not-for-profit organisations and the buyer behaviour processes in not-for-profit markets; be able to analyse not-for-profit markets and develop solutions to marketing problems in the not-for-profit environment; understand the marketing planning process as it applies to not-for-profit situations and marketing strategies as they apply to not-for-profit organisations; be able to clearly articulate their understanding in written and verbal form.
Synopsis Essential concepts and frameworks relevant to not-for-profit marketing. Practical exercises in analysing markets, preparing strategies and developing marketing plans, including fundraising. Also includes understanding buyer behaviour processes and integrating these with marketing strategies.
Assessment Practical project: 30% * Research paper (2000 words): 20% * Participation: 10% * Final examination (2 hours): 40%
Recommended texts
Kotler P and Eduardo R L Social marketing The Free Press, 1989