Universitat Internacional de Catalunya
Communication and Community
Other languages of instruction: Catalan, Spanish
Teaching staff
Introduction
Master's Degree in Cooperation, Development and Social Economy.
This 25-hour master’s level course examines the challenges and opportunities in marketing for non-profit organizations. Students will develop marketing strategies for hypothetical non-profits, integrating contemporary approaches, behavioral science, and cultural considerations to provide a comprehensive understanding of non-profit marketing in a global context.
Objectives
- Key Learning Objectives
- Analyze the distinct nature of non-profit marketing and its ethical considerations
- Develop skills in audience analysis and branding for non-profits
- Create effective fundraising and donor engagement strategies
- Measure and communicate organizational impact
- Apply marketing principles while adhering to organizational missions
- Utilize behavioral science principles in non-profit marketing
- Navigate cultural differences in global non-profit marketing
- Develop effective media communication strategies for non-profits
Competences/Learning outcomes of the degree programme
26 - Be able to understand and use basic marketing concepts and the main policies of the area, and understand the commercial environment in which companies operate.
Learning outcomes of the subject
Expected Outcomes
By course completion, students will be equipped to:
- Craft comprehensive, mission-aligned marketing strategies for non-profits
- Address unique challenges of non-profit marketing, including resource constraints
- Implement effective digital marketing and fundraising campaigns
- Measure and communicate the impact of marketing efforts
- Apply behavioral science principles to enhance marketing effectiveness
- Navigate cultural differences in global non-profit marketing initiatives
- Develop and maintain productive relationships with media outlets
- This course prepares students for marketing roles in non-profit organizations, as well as for-profit roles that involve cause marketing or corporate social responsibility initiatives.
Syllabus
1. Introduction to Non-Profit Marketing
• Unique challenges and opportunities
• Key differences from for-profit marketing
• Ethical considerations in non-profit marketing
2. Understanding Your Audience
• Stakeholder analysis
• Donor personas
• Beneficiary needs assessment
• Behavioral science in marketing: understanding decision-making processes
• Workshop: Stakeholder mapping and behavioral analysis for students’ hypothetical non-profits
3. Developing a Non-Profit Marketing Strategy
• Mission alignment
• SWOT analysis
• Setting SMART goals
• Balancing mission and marketing
• Workshop: Students begin developing strategies for their hypothetical non-profits
4. Branding for Non-Profits
• Creating a compelling brand story
• Visual identity and consistency
• Transparency and accountability in branding
• Workshop: Brand development exercise
5. Digital Marketing for Non-Profits
• Website optimization
• Social media strategies
• Email marketing campaigns
• Applying inbound marketing principles to digital strategies
• Workshop: Digital marketing plan creation
6. Content Marketing and Storytelling
• Crafting impactful narratives
• Types of content for non-profits
• Ethical storytelling practices
• Cultural sensitivity in storytelling
• Workshop: Storytelling exercise
7. Media Relations and Communication
• Building relationships with media outlets
• Crafting effective press releases
• Preparing for interviews and public statements
• Crisis communication strategies
• Workshop: Developing a media kit
8. Fundraising and Donor Engagement
• Multichannel fundraising strategies
• Donor retention techniques
• Applying behavioral science to donor engagement
• Cultural considerations in global fundraising
• Workshop: Creating a culturally sensitive undraising campaign
9. Measuring Impact and ROI
• Key performance indicators for non-profits
• Analytics and reporting
• Transparency in reporting results
10. Group Project Work and Presentations
• Students finalize their non-profit marketing strategies
• Each group presents their complete marketing plan
• Presentations should incorporate elements of behavioral science, cultural considerations, and media communication strategies
• Peer review focusing on ethical considerations and effectiveness
Teaching and learning activities
In person
Students will be divided into two groups, each working on different hypothetical non-profits throughout the course. This approach allows for in-depth exploration of sector-specific strategies and real-world challenges faced by different types of non-profit organizations.
The course emphasizes practical application, with each module including interactive workshops where students can immediately apply the concepts learned. Case studies from various non-profit sectors will be used to illustrate key points and spark discussion.
Assessment
Group Project and Presentation: 50%
Individual Assignments (from workshops): 30%
Class Participation and Engagement: 20%
Evaluation systems and criteria
In person
Students will be divided into two groups, each working on different hypothetical non-profits throughout the course. This approach allows for in-depth exploration of sector-specific strategies and real-world challenges faced by different types of non-profit organizations.
The course emphasizes practical application, with each module including interactive workshops where students can immediately apply the concepts learned. Case studies from various non-profit sectors will be used to illustrate key points and spark discussion.
Assessment
Group Project and Presentation: 50%
Individual Assignments (from workshops): 30%
Class Participation and Engagement: 20%
Bibliography and resources
A comprehensive reading list will be provided, including academic articles, case studies, and industry reports. Students will also need access to a computer for digital marketing exercises and project work.