marketing of non profit organization_sem 4

SIES College of Management Studies - Syllabus

Course: PGDM Subject Code: PG 414

Subject Title: Marketing of Non-profit Organizations Semester: 4

Competency: The course aims to develop the following competencies in the students in the concerned subject:

1. Decision making.2. Result oriented action.3. Business communication skills.

Learning Objectives: At the end of the curriculum the student should be in a position to develop the following attributes:

1) Knowledge: a. Learn how marketing, branding and communication practices can be applied to non-

profit organisations.b. Understand how the above stated practices in the non-profit sector are different from

those in the for-profit sector.c. Understand the ecosystem of non-profit/social marketing sector in India.d. Understand how marketing is related with various activities such as promotions,

advertising, public relations, personal selling, fundraising and other organisational functions, with particular relevance to the non-profit sector.

e. Learn how attitudes, values and beliefs are developed and how they impact the behaviour and behavioural changes in target audiences.

f. Understand the specific challenges faced by non-profit organisations on the marketing front, and learn the methods and strategies to combat the same.

g. Understand the importance of customer relations and satisfaction, with particular relevance to marketing in the non-profit sector.

h. Learn the techniques and methods to measure the effectiveness of social marketing programs.

2) Skills: a. Apply the elements of marketing mix to suit the needs of non-profit organisations.b. Ability to market various concepts/schemes/ideologies generally propagated by non-

profit organisations.c. Application of marketing knowledge for promotions, advertising, public relations,

personal selling, fundraising and other functions integral to non-profit organisations.d. Ability to conduct social marketing programs.

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e. Ability to measure the effectiveness of social marketing programs.f. Ability to develop social marketing plans.

3) Attitude: a. Develop an appreciation towards the elements of social marketing an inclination

towards the concept of social marketing as a whole.b. Develop the willingness to trigger socio-economically beneficial behavioural changes

in the society, and aid its spread and acceptance.

Content:

Serial No.

Scope of topics to be covered Teaching method

proposed

Teaching hours

1

An Introduction to Non-profit Organizations Overview of the non-profit sector and how it works Origin of the concept and practice Elements and functioning of non-profit organisations Various models of non-profit organisations Challenges faced by the non-profit sector Understanding social marketing in the Indian context

Lecture , Case study , A/V Mode

1.5

2

Comparison of the Marketing Mix of Social Marketing and that of Commercial Marketing

4P’s, marketing, branding and communication practices adopted for social marketing

4P’s, marketing, branding and communication practices adopted for commercial marketing

How the abovementioned concepts for non-profit organisations are different from those for for-profit organisations


1.5

3

An analysis of the Social Marketing Mix Product – various types of offers, offer classification,

Developing a non-profit offer Place – distribution, location and accessibility options

available to non-profit organisations, challenges faced and remedies

Promotion – objectives of promotion, promotional mix Price – role of monetary prices, when to charge and

when not to charge

Lecture , Case study, A/V Mode

1.5

4 Formation of attitude, beliefs and values and their impact on behaviour


1.5

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Forces influencing formation of attitude, beliefs and values

Ways in which attitude, beliefs and values of target audiences influence their behaviour

Primary ways to influence behaviour towards the non-profit cause/agenda

6

Marketing of Family Planning and Literacy Studying how the marketing mix of social marketing

can be applied to promote the causes of family planning and literacy

Studying and applying segmentation, targeting and positioning strategies for family planning and literacy


1.5

7

Marketing of health, small savings and afforestation Studying how marketing mix of social marketing can be

applied to promote the causes of health, small savings and afforestation

Studying and applying segmentation, targeting and positioning strategies for health, small savings and afforestation

Lecture , Case study , A/V Mode,

1.5

8

Measurement of effectiveness of Social Marketing Programmes – Part One

Need to assess and measure the effectiveness of social marketing programmes

Challenges faced in assessing and measuring effectiveness of social marketing programmes


1.5

9

Measurement of effectiveness of Social Marketing Programmes – Part Two

Parameters that impact the effectiveness of social marketing programmes

Tools, techniques and strategies used to assess and measure the effectiveness of social marketing programmes

Outcomes of measuring the effectiveness of a Social Marketing Programme


1.5

10

Project Presentation: Marketing of NGOs Presentation of marketing plan created for an NGO by

student groups Assessment and evaluation based on various parameters

such as originality, quality of content, relevance, feasibility, etc


1.5

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Reference Materials:

Books:1) Andreasen, A. R. (1995). Marketing Social Change: Changing Behaviour to Promote

Health, Social Development and the Environment, Jossey-Bass Publishers.2) Kotler, P., Roberto, N. & Lee, N. (2002). Social Marketing: Improving the Quality of Life,

Sage Publications.

Addendum:1. The course delivery would be through class room sessions supplemented with guest

lectures, corporate interaction series, alumni interaction sessions and other appropriate sessions/ interactions.

2. The evaluation pattern would be designed to assess the students on various aspects of knowledge skill and attitude.

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marketing of non profit organization_sem 4

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