level of course unit
Learning outcomes of course unit
In this course students will learn how marketing as an approach permeates and determines many areas of economic life. Students will be able to better assess the possibilities and limits of the applicability of marketing concepts in selected areas (healthcare, politics, fundraising based NGOs).
prerequisites and co-requisites
The idea of a market-oriented company also applies to non-profit-organisations. To this end in-depth marketing knowledge is vital, which must be tailored to the special situation of non-profit business.
This course introduces the strategic and tactical measures which non-profit organisations can and must take in order to compete with other organisations. Healthcare institutions will be considered in detail, along with political parties and non-profit organisations that are concerned with professional fundraising. All aspects of the extended marketing mix (positioning, product, price, place, promotion) will be dealt with in reference to practical examples from the non-profit sector.
Alongside the aforementioned subject knowledge, the course will be complemented by presentations from business leaders and practical projects.
recommended or required reading
Sargeant (2009). Marketing Management for Nonprofit Organizations. Oxford University Press.
Lees-Marshment (2009). Political Marketing. Taylor&Francis.
assessment methods and criteria
Written exam and/or scientific paper and/or presentation
language of instruction
number of ECTS credits allocated
planned learning activities and teaching methods
Lecture, group work, presentation and task discussion
semester/trimester when the course unit is delivered
name of lecturer(s)
Rogan Donal , B.COMM, M.B.S.
year of study
recommended optional program components
course unit code
type of course unit
mode of delivery