Curriculum Guideline

Non-profit Marketing

Effective Date:
Course Code
MARK 3313
Non-profit Marketing
Commerce & Business Administration
Start Date
End Term
Not Specified
Semester Length
15 Weeks
Max Class Size
Contact Hours
Lecture: 3 Hour Seminar: 1 Hour Total: 4 Hours
Method Of Instruction
Methods Of Instruction

Instruction methods used will be lectures, seminar/discussions, case analyses as well as student presentations. This may be supplemented by appropriate videos, guest speakers and classroom activities. Some portions of this course may be available online.

Course Description
This course introduces students to the challenges of marketing in the non-profit sector, defined as those organizations that seek to serve the public good without the motivation of profit. Students will learn the role and application of marketing to promote social change and to achieve social goals for non-profit organizations. Topics specific to the non-profit environment will include social and cause related marketing, fundraising, volunteer management and recruitment. Students will gain practice in applying marketing in a diverse range of non-profit environments including charities, social programs and ideas, health, education, the arts, as well as goods and services.
Course Content
  1. An introduction to marketing in the non-profit sector – developments and challenges
  2. Developing a marketing orientation, unique to non-profits
  3. Strategic marketing planning for non-profits: value proposition, branding, segmentation, targeting, positioning, competitive advantage, volunteering, business collaborations, and fundraising
  4. Designing the marketing mix
  5. Developing resources, managing costs and budgets, and adapting to changes in the regulatory environment
  6. Organizing for implementation in specific non-profit environments: e.g. arts, education, health, charities
  7. Evaluation, monitoring, and control for marketing initiatives
Learning Outcomes

At the end of the course, the successful student should be able to:

  1. Explain the scale, scope, and significance of the non-profit sector
  2. Illustrate the uniqueness of marketing in the non-profit environment
  3. Identify relevant stakeholders for diverse non-profit environments
  4. Summarize the principles of segmentation, targeting, positioning, and competitive advantage for non-profits
  5. Analyze the funding and regulatory environment for non-profit organizations in Canada
  6. Explain the role of volunteers and volunteer management in non-profits
  7. Appraise the role of governance and, where applicable, boards for various non-profits
  8. Interpret the concept of the value proposition and branding in the non-profit environment
  9. Relate the role of the private sector, partnerships, alliances and community to the non-profit sector
  10. Explain the role of the customer in the non-profit environment
  11. Develop the marketing process as it relates to the non-profit sector including: performing a situational analysis, developing the marketing mix, managing costs, developing objectives, and metrics for gauging success in marketing.
Means of Assessment
Mid Term  20-25%
Assignments  5-10%
Final Exam  20-25%
Cases  15-20%
Term Project  20-25%
Participation  5-10%
 Total 100%

Evaluation will be carried out in accordance with the Douglas College Evaluation Policy.

Students must achieve at least 50% on the combined non-group components in order to obtain credit for the course, with the 50% calculated on a weighted average basis.

Students must complete all projects, assignments and write all examinations in order to be eligible for a passing grade in the course.

Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.


Textbook Materials

Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations, Walter Wymer Jr.Patricia Knowles & Roger Gomes, Sage publication latest edition, and/or other textbook(s) and/or other material(s) approved by the department.