Authorised by Academic Registrar, April 1996
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% + Examination (2 hours): 40%