PADM 5430 - Public and Nonprofit Marketing: Executive Approaches

Fall. 0.5 credits. S/U grades only (no audit).

Enrollment limited to: EMPA students.

D. Eiseman.

In this course students will learn how to develop marketing strategies and messages for nonprofit organizations and how to apply these strategies to the promotion of public policy. Students will understand how traditional marketing techniques can be very useful for increasing charitable donations, gaining support for a public issue, recruiting volunteers, and achieving an organizational mission. The course will cover how to develop key elements of strategic marketing campaigns, including SWOT analysis, SMART goals and objectives, message construction, and creative stories for digital media. We will be exploring cases of mission-driven organizations and entities including government; health and human services; social, economic, and racial justice; education; and the environment.

Outcome 1: Students will examine the basics of branding, framing, and re-branding in the not-for-profit space, including the long-term effects of good/bad messaging on an organization.

Outcome 2: Students will differentiate between a variety of tools, approaches and methods for traditional and digital media, strategies to employ them, and metrics for measurement.

Outcome 3: Students will develop an effective, research-based marketing strategy for nonprofit organizations or public policy.

Outcome 4: Students will apply the skills and knowledge gained throughout the course to recognize, analyze, and draft effective stories and messages that aptly portray an organization’s core mission and vision.