The primary objective of the course is to familiarize students with the theoretical foundations and paradigms related to the field of nonprofit marketing, enabling them to acquire the knowledge and competencies needed to make sound marketing decisions in nonprofit and public sector operations.
Accessibility considerations: Defining basic concepts. The role of marketing in society. The role of the nonprofit sector in society. The role of the public sector in society. The development and scope of nonprofit marketing. The market in the nonprofit and public sectors: Specifics of supply and demand. The need for marketing. Consumer identification. The marketing process in the nonprofit and public sectors: Identifying market needs. Marketing planning. Marketing information system. Market segmentation. Marketing strategy. Marketing program (simple and extended). Organization and control of marketing in the non-profit and public sector. Application of non-profit marketing in the public sector: Education. Health care and social care. Culture and arts. Sports. Specific applications of non-profit marketing: Political marketing. Local and regional government. Charitable events. Religious communities. Ideas. Personal marketing.
After successfully completing the course, the student will be able to:
Explain the specifics of the marketing process in the nonprofit and public sectors.
2. Evaluate various marketing strategies in business in the nonprofit and public sectors.
3. Recommend an optimal marketing strategy in accordance with the specifics of the nonprofit and public sectors.
