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discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/40931976

Strategic Marketing Management for Nonprofit

Organizations

Article in Journal of Marketing · October 1975

DOI: 10.2307/1250615 · Source: OAI

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Philip Kotler
Northwestern University
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 PSAA 631 Marketing for Nonprofit Organizations
Spring 2009 Mini-mester II Web-based Course

Instructor: Charles Little

Office hours: TBD
Telephone: 817/944-9825
e-mail: clittle@tamu.edu

COURSE DESCRIPTION
The course examines underlying fundamental principles, concepts, and methods of strategic
marketing as it is associated with the nonprofit sector, and will introduce students to marketing as a
pervasive societal activity that goes beyond the selling of commercial products and services but
communicating the mission and purpose of nonprofit organizations.

COURSE PREREQUISITES
None

COURSE OVERVIEW
This course is taught in an intensive online format. Students are expected to engage in the course
material regularly and substantially. Due to the intensive format each week, we will cover several
topics and have extensive reading assignments. Students are expected to interpret and synthesize
course material, while responding to peers in the class.

COURSE GOALS
Upon the completion of this course, students will demonstrate understanding of the following topics
through discussion, explanation, analysis, and synthesis:
 The role of nonprofit marketing
 Strategic marketing planning in a nonprofit organization
 Creating the unique marketing mix
 Organizing, developing, and utilizing human resources
 Acquiring and using unique marketing information
 Segmenting, position, and branding of the nonprofit organization, its products and services
 Budget planning for nonprofit activities
 Formulating communications strategies
 Managing the media

COURSE OBJECTIVES
Upon the completion of this course, students will be able to:
1. Discuss the role of nonprofit marketing
2. Develop a strategic marketing plan for a nonprofit organization
3. Analyze strategic marketing plans for nonprofit organizations
4. Explain the unique marketing mix in nonprofit organizations
5. Utilize unique marketing information to promote nonprofit organizations.
6. Explain how marketing strategies for nonprofits differ from marketing strategies in for-profit
organizations.
7. Discuss how the products and services of nonprofit organizations are branded.
8. Explain the segmenting of goods and services in nonprofit organizations.
 9. Organize a human resources plan for nonprofit organizations
10. Execute budget planning for nonprofit activities.
11. Formulate communication strategies for nonprofit organizations
12. Discuss the management of media relations in nonprofit organizations

STUDENT EXPECTATIONS

It is expected that students will:

 Conduct themselves as professionals
 Maintain a respectful learning environment
 Use inclusive language in speaking and writing
 Raise questions and contribute observations
 Be responsible for the content of assigned readings, even if not covered directly in class
discussions
 Take active responsibility in building and ensuring a constructive learning community and
environment in the classroom
 Complete assignments on time
 Treat information shared in class with respect and sensitivity

REQUIRED READINGS

Title: Strategic Marketing for Nonprofit Organizations

Author: Alan R. Andreason and Philip Kotler
Edition: 6th 2003
Publisher: Pearson Education, Inc.
ISBN: 0-13-041977-X

Supplemental material as provided by the instructor

COURSE REQUIREMENTS

1. Participation: This refers to active participation and discussion within the threaded
discussion boards.

2. Case Analyses: Students are to develop a written analysis for two cases (provided by the
instructor). Papers must respond to specific questions posed for the case and students
must develop a clear explanation and defense of their position. Use the readings to support
your response. Evaluation will be based on the substance and thought of your responses.
Papers should be 5 to 6 pages in length. Cases will be provided with the class.

3. Final Paper: Students are to develop a final paper that analyzes the communication and
marketing strategies of a selected nonprofit organization. The paper should address and
analyze the products and services provided by the organization, the target audience,
human resource issues, media relations, and budget planning. Papers should be 15–18
pages in length.
GRADING

Discussion Postings 30% Grading Scale

Assignment: Case Analysis 1 15%
A - 89.5-100%
Assignment: Case Analysis 2 15% B - 79.5-89.49%
Assignment: Final Paper 40% C - 69.5-79.49%
D - 59.5-69.49%
100% F - 59.49% and lower

PARTICIPATION POLICY

Students must “visibly participate” in the online classroom 4 out of 7 days each “lesson-week” of
the term.

Participation for students is defined as active and positive contributions to the learning process.
Participation is different from attendance in the online classroom. To meet participation
requirements, students are expected to contribute substantively to the class discussion 4 out of 7
days per week in the addition to posting any written assignments for grading. In addition to the
student’s initial response to a discussion question, students are expected to respond to a minimum
of two of their classmates’ posts.

The Bush School’s online courses count for 3 credit hours over a 6 week period. The 3 credit hours
are equivalent to 45 hours of contact time between the instructor and the student. Therefore, the
student should be actively participating 7 to 8 hours each week. When students do not participate
they miss out on many opportunities for learning with the exchange of information.

We understand that life happens and occasionally a student may be without access to the Internet
or online course. If at any time a student must be away from the classroom, or e-mail, more than 2
consecutive days, the student is required to notify the instructor prior to their absence. In the event
of an emergency, the student should contact (e-mail or phone) the instructor as soon as possible. If
for some reason the instructor cannot be reached, then the student may contact the Office of
Extended Education via e-mail onlinehelp@bushschool.tamu.edu or phone 979/845-7036 and the
instructor will be notified.

LATE ASSIGNMENTS

All assignments should be submitted on the days that they are due by 12 AM (midnight) Central
time. Typically assignments are due three days after the topic is introduced. If a student is unable
to submit an assignment on time, he/she must make arrangements with the instructor for an
extension. Keep in mind hat extensions are at the instructor’s discretion and not automatically
given. If at all possible, the student’s request for extensions should be made 24-48 hours in
advance. We understand that this is not always possible. However, the instructor may only give
extensions for true emergencies. If the student turns in an assignment late (without approval for an
extension), then they will not receive full credit for the late assignment. Typically, students lose
10% of the total grade per day late. Also, keep in mind that all assignments, regardless of
extensions, must be submitted by the last day of the class.
FORMAT FOR WRITING ASSIGNMENTS

All written assignments will have the following minimum requirements, which are in keeping with
standards of the American Political Science Association (APSA), which serves as the style manual
for the Bush School: double spacing (not 1.5); 12 pt font; numbering of all pages; complete
citation of sources by author and date, including page number for direct references or quotations;
use of a reference section; and careful, well-edited writing. If you are a student whose academic
home is outside of the Bush School and are more familiar with another accepted style, please
specify the style and get permission from the instructor to use it.

COURSE OUTLINE

Week 1) Developing a Customer Orientation

Chapter 1 The Growth and Development of Nonprofit Marketing
Chapter 2 Developing a Customer-Centered Mindset

Case to be assigned

Week 2) Strategic Planning and Organization

Chapter 3 Strategic Marketing Planning
Chapter 4 Understanding Target Audience Behavior

Case Analysis due

Week 3) Strategic Planning and Organization (cont’d)

Chapter 5 Acquiring and Using Marketing Information
Chapter 6 Segmentation, Positioning, and Branding

Case to be assigned

Week 4) Developing and Organizing Resources

Chapter 7 Generating Funds
Chapter 8 Attracting Human Resources: Staff, Volunteers, and Boards

Case Analysis 1 due

Week 5) Developing the Marketing Mix

Chapter 11 Planning and Budgeting the Marketing Mix
Chapter 12 Managing the Organization’s Offering

Case to be assigned

Week 6 Designing the Marketing Mix

Chapter 17 Formulating Communications Strategy
Chapter 19 Managing Public Media and Public Advocacy

Case Analysis due

Term Paper due
 AMERICANS WITH DISABILITIES ACT (ADA) INFORMATION
The Americans with Disabilities Act (ADA) is a federal anti-discrimination statute that provides
comprehensive civil rights protection for persons with disabilities. Among other things, this legislation
requires that all students with disabilities be guaranteed a learning environment that provides for reasonable
accommodation of their disabilities. If you believe you have a disability requiring an accommodation, please
contact the Department of Student Life, Services for Students with Disabilities, in Cain Hall, or call 845-1637.

ACADEMIC INTEGRITY
An Aggie does not lie, cheat, or steal or tolerate those who do.

Students are expected to adhere to standards of academic integrity. Scholastic dishonesty consists of lying,
cheating or stealing academic information with intent to gain academic advantage. Academic dishonesty
comes in a variety of forms. The most common forms are plagiarism, cheating, and academic misconduct.
Students who participate in any of these activities will be subject to appropriate University disciplinary action.
Students are expected to review, utilize and adhere to the University’s Honor Council Rules and Procedures,
which are posted on the University’s web site at http://www.tamu.edu/aggiehonor. This website provides
detailed information and clarification policies, procedures, and rights and responsibilities related to academic
integrity.

PLAGIARISM
“An Aggie does not lie, cheat or steal, or tolerate those who do.”
The attention of each student is directed to the requirement to avoid plagiarism or the appearance of
plagiarism through sloppy citation. As commonly defined, academic dishonesty/plagiarism consists of
passing off as one's own ideas, words, writings, etc, that belong to another. In accordance with this definition,
you are committing plagiarism if you copy the work of another person and turn it in as your own, even if you
have the permission of the person. It does not matter from where the material is borrowed--a book, an article,
material off the web, another student's paper--all constitute plagiarism unless the source of the work is fully
identified and credited. It is important when using a phrase, a distinct idea, concept, a sentence, or
sentences from another source to credit explicitly that source either in the text, a footnote or endnote.
Plagiarism is a violation of academic and personal integrity and carries extremely serious consequences.
Scholastic dishonesty (including cheating and plagiarism) will not be tolerated and will be punished in
accordance with Texas A&M University Student Rules. If you have any questions, please consult the course
instructor. Also refer to the Aggie Honor Council Rules and Procedures (http://www.tamu.edu/aggiehonor).

Library
The TAMU Library can be accessed by going to http://library.tamu.edu. As a student, you have access to e-
books, e-journals, databases, and other library resources such as live chats with a librarian, citation guides,
and research guides. The Bush School provides you with links to library resources in your online course
under Getting Started. If you are accessing the library off-campus, go to the TAMU Library homepage
(http://library.tamu.edu) and click on “My Portal”. Log in using your NetID username and password. More
information about accessing the library through the proxy server can be found under the “Help” link on the
TAMU Library’s homepage.

Technical Help Desk Information

Texas A&M University (TAMU) Central Helpdesk (open 24/7, 365 days a year):
Phone: Toll-free at 866.857.4112 or 979.845.8300
Email: helpdesk@tamu.edu

For problems related to Blackboard Vista, please contact:

Bush School Online Support Team
Email: onlinehelp@bushschool.tamu.edu

Students may also use the "Technical Questions" forum in the discussions area of course. All
questions will be answered within 24 hours.

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