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SIES College of Management Studies - Syllabus

Course: PGDM

Subject Code: PG 414

Subject Title: Marketing of Non-profit Organizations


Semester: 4
Competency: The course aims to develop the following competencies in the students in the
concerned subject:
1. Decision making.
2. Result oriented action.
3. Business communication skills.
Learning Objectives:
At the end of the curriculum the student should be in a position to develop the following
attributes:
1) Knowledge:
a. Learn how marketing, branding and communication practices can be applied to nonprofit organisations.
b. Understand how the above stated practices in the non-profit sector are different from
those in the for-profit sector.
c. Understand the ecosystem of non-profit/social marketing sector in India.
d. Understand how marketing is related with various activities such as promotions,
advertising, public relations, personal selling, fundraising and other organisational
functions, with particular relevance to the non-profit sector.
e. Learn how attitudes, values and beliefs are developed and how they impact the
behaviour and behavioural changes in target audiences.
f. Understand the specific challenges faced by non-profit organisations on the marketing
front, and learn the methods and strategies to combat the same.
g. Understand the importance of customer relations and satisfaction, with particular
relevance to marketing in the non-profit sector.
h. Learn the techniques and methods to measure the effectiveness of social marketing
programs.
2) Skills:
a. Apply the elements of marketing mix to suit the needs of non-profit organisations.
b. Ability to market various concepts/schemes/ideologies generally propagated by nonprofit organisations.
c. Application of marketing knowledge for promotions, advertising, public relations,
personal selling, fundraising and other functions integral to non-profit organisations.
d. Ability to conduct social marketing programs.
e. Ability to measure the effectiveness of social marketing programs.
f. Ability to develop social marketing plans.
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SIES College of Management Studies - Syllabus


3) Attitude:
a. Develop an appreciation towards the elements of social marketing an inclination
towards the concept of social marketing as a whole.
b. Develop the willingness to trigger socio-economically beneficial behavioural changes
in the society, and aid its spread and acceptance.
Content:
Serial
Scope of topics to be covered
No.
An Introduction to Non-profit Organizations
Overview of the non-profit sector and how it works
Origin of the concept and practice
Elements and functioning of non-profit organisations
1
Various models of non-profit organisations
Challenges faced by the non-profit sector
Understanding social marketing in the Indian context
Comparison of the Marketing Mix of Social Marketing and that
of Commercial Marketing
4Ps, marketing, branding and communication practices
adopted for social marketing
2
4Ps, marketing, branding and communication practices
adopted for commercial marketing
How the abovementioned concepts for non-profit
organisations are different from those for for-profit
organisations
An analysis of the Social Marketing Mix
Product various types of offers, offer classification,
Developing a non-profit offer
Place distribution, location and accessibility options
available to non-profit organisations, challenges faced
3
and remedies
Promotion objectives of promotion, promotional mix
Price role of monetary prices, when to charge and
when not to charge
4
Formation of attitude, beliefs and values and their impact on
behaviour
Forces influencing formation of attitude, beliefs and
values
Ways in which attitude, beliefs and values of target
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Teaching method
proposed
Lecture , Case
study , A/V Mode

Teaching
hours
1.5

Lecture , Case
study , A/V Mode

1.5

Lecture , Case
study, A/V Mode

1.5

Lecture , Case
study , A/V Mode

1.5

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SIES College of Management Studies - Syllabus

10

audiences influence their behaviour


Primary ways to influence behaviour towards the nonprofit cause/agenda
Marketing of Family Planning and Literacy
Studying how the marketing mix of social marketing
can be applied to promote the causes of family planning
and literacy
Studying and applying segmentation, targeting and
positioning strategies for family planning and literacy
Marketing of health, small savings and afforestation
Studying how marketing mix of social marketing can be
applied to promote the causes of health, small savings
and afforestation
Studying and applying segmentation, targeting and
positioning strategies for health, small savings and
afforestation
Measurement of effectiveness of Social Marketing Programmes
Part One
Need to assess and measure the effectiveness of social
marketing programmes
Challenges faced in assessing and measuring
effectiveness of social marketing programmes
Measurement of effectiveness of Social Marketing Programmes
Part Two
Parameters that impact the effectiveness of social
marketing programmes
Tools, techniques and strategies used to assess and
measure the effectiveness of social marketing
programmes
Outcomes of measuring the effectiveness of a Social
Marketing Programme
Project Presentation: Marketing of NGOs
Presentation of marketing plan created for an NGO by
student groups
Assessment and evaluation based on various parameters
such as originality, quality of content, relevance,
feasibility, etc

Lecture , Case
study , A/V Mode

1.5

Lecture , Case
study , A/V
Mode,

1.5

Lecture , Case
study , A/V Mode

1.5

Lecture , Case
study , A/V Mode

1.5

Lecture , Case
study , A/V Mode

1.5

Reference Materials:
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SIES College of Management Studies - Syllabus


Books:
1) Andreasen, A. R. (1995). Marketing Social Change: Changing Behaviour to Promote
Health, Social Development and the Environment, Jossey-Bass Publishers.
2) Kotler, P., Roberto, N. & Lee, N. (2002). Social Marketing: Improving the Quality of Life,
Sage Publications.
Addendum:
1. The course delivery would be through class room sessions supplemented with guest
lectures, corporate interaction series, alumni interaction sessions and other appropriate
sessions/ interactions.
2. The evaluation pattern would be designed to assess the students on various aspects of
knowledge skill and attitude.

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