MKF2511

Social marketing

(BUS)

6 points + Reading unit + First semester + Caulfield + Prerequisite: MKF1120 or MKW1120 or completion of the first two years of an undergraduate degree in a field associated with not-for-profit organisations

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): 60% + Participation: 10%