MKX5760 - Nonprofit and social marketing

Leader: Dr Jan Brace-Govan

Offered

Caulfield Summer semester A 2007 (On-campus)

Synopsis

The aim of this unit is to explore the similarities, difference and challenges for marketing in social and political marketing, government and education marketing, arts and culture marketing using examples from Australia and around the world. An interactive seminar approach gives students the opportunity to develop an in-depth appreciation of specific areas. In this very diverse sector, commercially derived marketing concepts have played an important role, but marketing also faces some special challenges here. The focus will be on the unique features of nonprofit marketing and the role of social marketing concepts.

Objectives

The learning goals associated with this unit are to:

• critically evaluate the contribution marketing makes to the nonprofit sector
• identify and assess the challenges the nonprofit environment presents to marketing
• select for profit marketing structures, concepts, activities and techniques that translate well into nonprofit and social marketing contexts
• formulate marketing problems in the nonprofit and social marketing contexts
• critically evaluate the contemporary literature in nonprofit and social marketing.

Assessment

Assignments:70%
Examination (2 hours): 30%.

Contact hours

Three hour class contact per week or equivalent.

Prerequisites

MKX9160 or equivalent and an additional 18 credit points at graduate level