Marketing of Public and Non Profit Organizations

MARKETING OF PUBLIC AND NON PROFIT ORGANIZATIONS

Course GP.2119 Instructor: Mary McBride

Summer 2011

COURSE OUTLINE

The course will examine the principles and practices of marketers, the use of these principles and practices in the nonprofit and pubic sector and the impact of these practices on society and environment. It is designed to provide a broad based understanding of the principles and practices of strategic marketing and emphasizes the need for strategic thinking in order to optimize the return on investments in marketing. Course participants will learn to design client experiences that are consistent with the values and positioning of the organization and support brand building. The course provides practical "hands on" experience as well as a base in marketing theory. Please note that because class participants will be required to develop and submit a strategic marketing plan for a particular client participants must have or be able to gain access to a willing client organization. This is a course requirement.

Course participants will be expected to:

· Demonstrate an understanding of strategic marketing concepts

· Develop a strategic marketing plan

Public and nonprofit marketers need to understand and adapt marketing philosophy and practice to the special threats and opportunities of the current marketing environment. The course will examine the challenge presented to traditional marketing theory and practice by emerging social, technological, economic, environmental and political trends. We will explore the impact of the ever growing use of social media, the need for responsible resource management and the demand for financial transparency and accountability. Strategic marketing plans across all sectors must now consider these and include recommendations for the use of social media and the responsible use of resources including material sourcing, sinking, use and design for re-use.

CLASS TEXTS

Required

· Strategic Marketing of Non Profit Organizations, Philip Kotler, Prentice Hall, NJ, 2007. Text is on reserve in library

Suggested

· The Safe Shopper’s Bible, David Steinman, M.D. and Samuel S. Epstein, McMillan Publishing, 1995

· Cradle to Cradle: Remaking The Way We Make Things, William Mc Donough & Michael Braungart, North Point Press, NY 2002.

Latest edition of class text has not been ordered for NYU bookstore as it is available used elsewhere. The latest edition is NOT necessary. The text is used to deepen understanding of marketing challenges with specific examples from nonprofit and public organizations and to supplement class lectures. Please keep up with text readings as noted in session outline to best inform your marketing plan ideas and bring to class any thoughts or questions about texts.

REQUIREMENTS/EVALUATION

The semester-long group project is to be submitted to Instructor at end term. The end term deliverable consists of a (1) Marketing Plan, (2) presentation of the Executive Summary of the plan by the group to the class (3) a one page signed team evaluation giving an evaluation to each team member and (4) an evaluation of each of the final presentations from each project group. This should all be in one folder and is due the last day of class for all teams regardless of when they present.

Team Evaluations

Team members will evaluate each other for commitment and contribution to project Teams should specifically note:

· the use of text and outside research to inform the project

· willingness to work with other group members to set and achieve goals

· quality of work submitted

· timeliness of submissions and availability

· willingness to revise and rethink

The evaluation process is not anonymous. Team members are expected to openly discuss the contribution of each team member, agree on an evaluation, and submit one page attached to the final plan with the assessment of each member. All members must sign the evaluation. Team evaluations are also submitted at midterm, sessions 8 and 9, June 21 & 23 and at end term July 12 & 14.

Presentation Evaluations

Each group will listen to and evaluate all presentations and use the form provided by Instructor as feedback on presentation

Marketing Plan Project and Presentation

All marketing plan projects will be team projects of no less than 4 and no more than 5 members. Class participants must:

· demonstrate familiarity with the terms and techniques of strategic marketers

· reference required text to support and clarify project ideas

Text references should be used in the final marketing plan, but can be removed from client copy. The format for the marketing plan is provided by the Instructor in the form of 7 steps to be completed over the term. The Executive Summary format will also be provided by Instructor.

Only the Executive Summary is presented to the class. Presentations will be strictly limited to 20 minutes, consisting of 10 minutes for the presentation and 10 minutes for Q&A by the class. Depending on class size, the instructor may request abridged team presentations, limited to 10 minutes. The class will review and evaluate each presentation for its application of strategic marketing and its quality of presentation.

Presentations will be scheduled for the last two sessions July 12 & 14

All teams should be prepared to go on any day. All 4 end term deliverables are due on last day of class, July 14:

(1) Marketing Plan, (2) presentation of the Executive Summary of the plan by the group to the class (3) a one page signed team evaluation giving an evaluation to each team member and (4) an evaluation of each of the final presentations from each project group. This should all be in one folder and is due the last day of class for all teams regardless of when they present.

SESSION OUTLINE—Please Note that all assignments are due for the session that follows.

Class will begin May 26 not May 24

Session 1 May 26

Subject: Marketing and the Mission Based Organization

Reading: Kotler, Chapter 1

Assignment: 1) Due May 31 Think of a recent purchase and prepare a 1 page response to the question: "How did they get me to buy"

3)Begin to form team and find organization.

Session 2 May 31

Subject: The Marketing Mindset and the Mission Based Organization

Review of questions from chapter 1 and group discussion of responses to "How did they get me to buy"

Reading: Kotler, Chapter 2

Assignment: 1) Due June 2 See Kotler on the cutomer centered organization. Does your organization have a customer-centered mindset? Why or Why not? We will use this also with client organizations so be prepared to consider this question with your project organization and add it into your plan.

· Keep responses to 1 page for each question and be ready to discuss Session 3- June 2.

· Begin to form team and find organization.

Teams tentatively formed around interests and organizations

Session 3 June 2

Subject: Strategic Marketing: Mission/Vision Audit

Reading: Kotler, Chapter 3

Assignment: (1) Due June 7 Prepare Step 1 of marketing plan for presentation to class in session 4-June 7.

Please schedule group appointment with Professor for sometime during the week of June 7th

Session 4 June 7

Subject: The Mission/Vision Audit: Opportunities for Targeted Innovation

Review of mission/vision audits presented by teams

Reading: Kotler, Chapter 4

Assignment: (1) Due June 9 Prepare Step 2 and 3. Deepen your organizational audit of

products/services/donors/customers and identify opportunities to innovate.

Session 5 June 9

Subject: Opportunity Selection: Presentation of Segments and Targets-Levis

Reading: Kotler, Chapter 6

Assignment: Due July 14 Prepare Step 4 of marketing plan. This step will require that you note the 5 most important external trends likely to influence your project organization and identify the 3 most relevant to your project. Recommended reading for Zogby’s The Way We’ll Be provides more information on trends

Session 6 June 14

Subject: Opportunity Selection: Refinement of Segments and Targets-Guest speaker on social media

Reading: Kotler, Chapter 7

Assignment: Refine Step 4 of marketing plan.

Session 7 June 16

Subject: Integration of Text and project steps-Team Work Session

Class time will be used to work in individual groups to prepare for midterm presentation of steps 1-4

Reading: Review Kotler, chapter 11, on research methods and segmenting.

Assignment: 1) Teams should prepare a 10 minute presentation of Steps 1 to 4 for delivery in class at midterm, June 21. Please present Steps in a way that makes explicit why target was selected as compared to other possible segments considered and what trends support this choice. Please be sure to note why you think the organization has the strength to support this effort.

(2) Prepare signed evaluation of all team members for submission in

Session 8, June 21

Sessions 8 & 9 June 21 & June 23

Subject: Mid-term Presentations of Steps 1 through 4

Reading: Kotler, Chapter 12

Assignment: 1) Refine Steps 1-4 based on class mid term feedback.

Sessions 10 June 28

Subject: The Marketing Mix - Tailoring the Offering

Reading: Kotler, Chapter 14

Assignment: 1) Consider which P will lead and how to budget to support with other P’s. Set specific goals based on demand projections. Be sure to define success.

2) For June 28 Step 6-mix" the P's

Session 11 June 30

Subject: The Marketing Mix and Budget

Reading: Kotler, Chapter 15, 16, 17, 18 and 20 will inform steps 6&7

Assignment: 1)Refine Step 6 Consider client needs, benefits, features, as well as

product, price, promotion, placement, process, personnel and physical

plant costs.

2) Begin Step 7

Session 12 July 5

Subject: Executive Summary and Implementation Plan Review

Reading: Kotler, Chapters 15, 16, 17, 18 and 20

Assignment: Refine Steps 6 & 7. Continue plan integration of 7 P's. Allocate resources across the P’s

Session 13 July 7

Subject: Review and Overview of Text

Time will also be used for professor to work with individual groups to provide guidance for final presentations July 12- 14

Team Presentations of Executive Summary:

All teams should be prepared to present. Team marketing plan projects and signed team evaluations are to be submitted at end of the last class session

Session 14 July 12

Team Presentations of Executive Summary:

All teams should be prepared to present. Team marketing plan projects and signed team evaluations are to be submitted at end of the last class session along with review of other team presentations

Session 15 July 14

Team Presentations of Executive Summary:

All teams should be prepared to present. Team marketing plan projects and signed team evaluations are to be submitted at end of the last class session along with review of other team presentations

Course Related Links:

http://www.adweek.com

http://www.ama.org

http://www.the-dma.org

http://www.dmnews.com

http://creativity-online.com

http://scriptorium.lib.duke.edu/adaccess

http://www.advertisementave.com

http://www.marketingpower.com

http://www.adage.com