Nonprofit Marketing

• Introduction: definition of basic concepts. The role of marketing in the society. The role of the nonprofit sector in the society. The role of public sector in the society. Development and scope of nonprofit marketing.
• Market in nonprofit and public sector: Supply and demand specifics. Need for marketing. Identification of customers.
• Marketing process in nonprofit and public sector: Identification of needs. Marketing planning. Marketing information system. Market segmentation. Marketing strategies. Marketing program. Organization and control.
• Nonprofit marketing in public sector: Education. Health and social care. Culture and arts. Sport.
• Specific areas of nonprofit marketing: Political marketing. Local and regional government. Charities. Religious organizations. Ideas. Personal marketing.

After the course, students will be able to:

1. explain specific context and marketing process in nonprofit and public sector organizations
2. evaluate different marketing strategies of organizations in nonprofit and public sector
3. create and recommend marketing strategy for organizations based on specifics of nonprofit and public sector