Paper Code: 620165 Marks: 100 Credits: 3 Class Hours: 45

Paper Title: Marketing for Non-Profit Organization

1. Developing A Customer Orientation: The Growth and Development of Nonprofit;

Marketing, Developing a Customer Centered Mindset. Emerging Challenges Before
Non-Profit Organizations.

2. Strategic Planning and Organization: Strategic Marketing Planning; Understanding

Target Audience Behavior; Acquiring and Using Marketing Information;
Segmentation, Positioning, and Branding.

3. Developing and Organizing Resources: Generating Funds; Attraction Human

Resources - Staff, Volunteer, and Boards; Working with the Private Sector; Organizing
for Implementation; Planning and Budgeting the Marketing Mix.

4. Designing the Marketing Mix Managing the Organization's Offerings; Social

Marketing; Developing and Lunching new Offerings; Managing Perceived Costs;
Managing Public Media

5. Non-Profit Marketing Strategies in the different Sectors:Education Marketing,

Hospital Marketing, Political Marketing, Marketing for Trade Unions, Marketing for
Trade Associations, Marketing for Fire Fighting Services, Marketing for NGOs,
Marketing for Red Cross Services, Marketing Police Services.

Recommended Books:

1. Alan R. Andreasen and Philip Kotler, Strategic Marketing for Nonprofit

th
Organizations, 7 Edition, Pearson.

2. S. M. Jha, Marketing Non-Profit Organizations, Second Edition, Himalayan

Publications.