Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Pré requis

Very basic understanding of marketing principles.

Objectifs du cours

The student should be able to understand and apply the marketing principles in a nonprofit context.
The student should be able to comprehend the growing need for fundraising nowadays.
The student should be able to point out the similarities and differences in marketing between the for-profit and nonprofit context.
The student should be able to build a marketing communication plan for an nonprofit organization.
The student should be able to question nonprofit communications in term of efficiency.
The student should be able to interpret analytics of campaign results.
The student should be able to define benefits of working together with the private sector.
The student should be able to select the appropriate channel(s) depending on the target audience and aim.
The student should be able to define the donor lifecycle.

Contenu du cours

? Defining the nonprofit sector
? Applying the operational marketing mix in a nonprofit context: Price, Place, Product, Promotion
? Key principles of effective communication
? Channels: Direct mail, Telemarketing, Digital, Face-to-face
? Fundraising principles & practice
? The need for funds in the cultural sector
? Interaction with the private sector

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Case study
• E-learning
• Interactive class
• Presentation
• Project work
• Research

Évaluation

Bibliographie

• Marketing Management for Nonprofit Organizations, Sargeant -

• Fundraising Principles and Practice, Sargeant & Shang -

• Strategic Marketing for Nonprofit Organisations, Andreasen & Kotler -

Ressources internet

• World Giving Index