Social marketing
Ms Linda Brennan
6 points
* Reading Unit
* 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): 60%
* Participation: 10%
Recommended texts
Kotler P and Eduardo R L Social marketing Free Press, 1989
Kotler P and Andreasen A Strategic marketing for non-profit organisations, Prentice-Hall, 1991
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