All classes will start at 8:30 AM (continental breakfast provided) and finish at 4:30 PM. Short breaks are at 10:15AM and 3:15PM. Lunch (on your own) is 12:00PM to 1:00PM.
Sunday, June 22, 2008
Module 1: Fundamentals of Public Sector and Non-Profit Marketing
Morning and Afternoon: Interactive Session
Assignement of case study group project
Readings: 1,2,3,7
Madill and Mintz Articles from Optimum:
www.optimumonline.ca/pdf/28-4/marketing.pdf
www.optimumonline.ca/article.phtml?id=270
This module will provide participants with an overview of public sector and non-profit marketing, the differences between public sector and non-profit marketing and how it is distinct from commercial marketing; including myths and ethical challenges associated with this type of marketing. The different types of marketing used in the public sector and non-profit sectors will be examined.
In addition, this module will explore the strategic elements of a marketing plan. This includes: reviewing mission, developing measurable objectives, analyzing organizational strengths, weaknesses, opportunities, and threats, developing core marketing strategies, segmentation, positioning and branding, campaign planning, budgeting, and designing the marketing mix
Monday, June 23, 2008
Module 2: Marketing Research and Generating Funds
Morning: Marketing Research
Readings: Chapter 4, 5
Public sector and non-profit organizations face unique challenges but effective research using strategic approaches can empower organizations to meet these challenges.
This module will explore the most effective methods of acquiring and using marketing intelligence. Staying on top of client attitudes, beliefs and values is a basic prerequisite and foundation of effective public sector and non-profit marketing. Performing a thorough “environmental analysis” is crucial in the development of a marketing plan. This session will look at how to conduct research to develop effective short and long-term marketing campaigns.
Generating Funds and Attracting Human Resources: Staff Volunteers and Boards and Partnerships, Strategic Alliances and Collaborative Arrangements
Afternoon: Generating Funds
Readings: Chapter 16, 17
Nancy Lee, Kurt Aschermann, Rich Ehrmann, and Jim Mintz.
The Challenges and REwards of partnering with the private sector to achieve social marketing objectives.
Social marketing quarterly, Volume IX, Number 3-4, Fall-winter 2005.
Nonprofit organizations are constantly in search of financial support; therefore familiarity with strategies for generating funds is an important component. Also recruiting and managing volunteers as well as establishing a strong Board of Directors are critical to the success of most nonprofit organizations. This module will deal with these areas as well as a special focus on partnerships and strategic alliances which has emerged as a critical component of the marketing mix for any marketer looking to realize efficiencies and maximize results with target audiences. This module will examine best practices and key components of working with government, non-profit the private sectors as a means of leveraging resources, increasing impact and generating revenue; addressing a wide range of issues related to partnerships, sponsorships, strategic alliances and cause related marketing.
Tuesday, June 24, 2008
Module 3: Integrated Marketing Communications (IMC)
Morning and Afternoon: Interactive Session
Readings: Chapters 12, 13, 14
R. Craig Lefebyre.
The New Technology: The Consumer as Participant rather than Target Audience. Social Marketing Quarterly Volume XIII, Number 3, Fall 2007
Public sector and non-profit budgets are generally small and there is a reliance on the marketing team to “deliver the message” including changing attitudes and even behaviours. This module will look at components of successful integrated marketing communications, and the integration required in implementing successful marketing campaigns. This module will look at the strengths of integrated marketing communication components and how to select ones to meet your organization’s goals and budget. Part of the module will deal with some of the new technologies including the emergence of social media.
Wednesday, June 25, 2008
Module 4: Social Marketing
Morning and Afternoon: Interactive Session
Readings: Social Marketing Workbook (Social Marketing in One Day by Jim Mintz)
Video: videos.med.wisc.edu/videoInfo.php?videoid=159
William D. Novelli. Creating Social Change: The Synergy of Combining Marketing and Policy - The R.O.I. of Health Promotion and Disease Prevention. Social Marketing Quarterly, Volume XII, Number 3, Fall 2007.
Influencing opinion and changing behaviour is becoming an increasingly important component of the public and non-profit domain. Social marketing seeks to influence and change behaviour to benefit the target audience and society at large. This module will focus on developing social marketing campaigns that are based on solid research.
This session will take students through a proven planning process to develop a customized structured social marketing plan. This interactive session will use a comprehensive workbook that will give students the skills to plan a comprehensive social marketing plan.
Thursday, June 26, 2008
Morning
Module 5: Marketing Evaluation, Monitoring and Control
Readings: Chapters 19
Monitoring and control to maximize a public sector or non-profit marketing initiative to achieve its objectives is important, Marketing control systems are part of the planning process that provide for making timely adjustments as the program progresses to maximize its cost –effectiveness. The control process involves setting measurable objectives and continually monitoring performance.
Afternoon
Class Presentation of Case
Assignment of Case Study 2
Wrap-up
Click HERE for further detail on assignments and grading. |
University of South Florida