International Business Studies FT
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Non-profit Marketing

level of course unit

Advanced

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

MK2

course contents

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

English

number of ECTS credits allocated

3

planned learning activities and teaching methods

Lecture, group work, presentation and task discussion

semester/trimester when the course unit is delivered

3

name of lecturer(s)

Rogan Donal , B.COMM, M.B.S.

year of study

2nd year

recommended optional program components

not specified

course unit code

V.AM1.2

type of course unit

compulsory

mode of delivery

In-class course

work placement(s)

not applicable