MKTG07032 2016 Not-for-Profit Marketing

General Details

Full Title
Not-for-Profit Marketing
Transcript Title
Not-for-Profit Marketing
N/A %
Subject Area
MKTG - Marketing
MRKT - Marketing, Tourism and Leisure
07 - NFQ Level 7
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Joanna Sweeney
Programme Membership
SG_BMARK_J07 201900 Bachelor of Business in Business in Marketing L7 (Add On) SG_BMKTG_J07 201900 Bachelor of Business in Marketing L7 (Add On) SG_BDIGI_B07 201900 Bachelor of Business in Digital Marketing SG_BSALE_B07 202200 Bachelor of Business in Marketing and Sales

This subject aims to introduce students to the key concepts and philosophies of Not-for-Profit Marketing. It examines fundraising principles and contemporary practices while analyzing the marketing activities involved. The foundations of Not-for-Profit Marketing within the Irish and international environment will be explored. This subject will also develop a critical awareness of the ethical considerations pertaining to Not-for-Profit Marketing practices.

Learning Outcomes

On completion of this module the learner will/should be able to;


Explain the emergence and growth of the Not-for-Profit sector


Appraise the development of a customer oriented approach to Not-for-Profit Marketing


Appreciate and formulate the marketing cycle for a Not-for-Profit organisation


Compare and contrast the different markets available for the Not-for-Profit organisation


Analyse consumer behaviour in relation to the Not-for-Profit sector


Interpret the Not-for-Profit marketing planning process


Examine the ethical considerations and social responsibility considerations for Marketing in the Not-for-Profit arena


Discuss the evaluation and control frameworks required for Not-for-Profit organisations


Comprehend articles with a Not-for-Profit emphasis from academic journals, magazines and the internet.

Teaching and Learning Strategies

3 hours theory

1 practical class weekly whereby the students organise & plan a fundraising event in collaboration with a non profit organisation.

Module Assessment Strategies

1. Continuous Assessment                                                                                           60%

2.  Final Examination (2 hours)                                                                                   40%

Repeat Assessments

3 types of repeat assessment are available based on the lecturers opinion:

Repeat exam


Repeat Attend

Indicative Syllabus

1.Introduction to Not-for-Profit Marketing       20%                                                                                                                                                

  • Discuss definitions of Not-for-Profit Marketing (1,9)
  • Explain the history and Growth of Not-for-Profit Marketing (1,2,9)
  • Examine the Public, Private and Voluntary sectors (1,2)
  • Debate the increase of privatization and the impacts on society (1,2,9)
  • Discuss the competitive edge and uniqueness of the Not-for-profit Sector (1,2)



2.   Being mission based and market driven              10%                                    

  • Examine the development of a customer focused approach to marketing (1,2,3)
  • Interpret a customer centered mindset by managing flexibility in relation to a changing market (1,2,3)
  • Illustrate the characteristics of customer centered marketing management (1,2,3)
  • Examine the constraints faced by Not-for-profit organizations (1,2,5,6,7,8,9)


3. The Marketing cycle for Not-for-Profit organizations                             20%

  • Demonstrate Strategic Marketing planning for the Not-for-Profit sector. (3,4)
  • Differentiate corporate culture within Not-for-Profit organizations in comparison to traditional profit making organizations. (4)
  • Illustrate a marketing audit for a Not-for-Profit organisation (4,5,6)
  • Discuss regional and international Not-for-Profit projects (8)


4.   Analysing consumer behaviour in relation to the Not-for-Profit sector            10%                                                                                                                                                                 

  • Evaluate segmentation processes for Non-Profit organisations (4)
  • Examine the benchmarking of competitors (4,5,6)
  • Interpret the exchange principle - involvement and complexity (5)
  • Analysing group decision making (5)
  • Appraise target markets and what they want to achieve from the organisation. (5)


5.   The Not-for-Profit Marketing planning process                                     20%                                                                                                       

  • Demonstrate the use of marketing materials (Sponsorship/Public relations/Fundraising) (3,6)
  • The use of technology for the marketing of Not-for-Profit organisations (6)
  • Employing incredible customer service-TQM for Not-for-Profit organisations (5,6)
  • Illustrate the marketing planning process for Not-for-Profit organisations(5,6)
  • Examine positioning for Non-Profit organizations (5,6)
  • Relate the marketing mix for Not-for-Profit organizations (5,6)


6.    Ethical evaluation and control for Not-for-Profit organizations                       20%                                                                                                                                           

  • Examine the responsibility of Not-for-Profit organisations (7,8)
  • Debate the responsibility of the consumers of Not-for-Profit organisations  (5,8)
  • Discuss the benefits of Non-Profit organisations (3,5,7,8)
  • Relate Not-for-Profit organizational P.R and scandals using case study analysis at a regional, national and international level (7,8)
  • Discuss the future of  the Non-Profit sector (8)


Coursework & Assessment Breakdown

Coursework & Continuous Assessment
60 %
End of Semester / Year Formal Exam
40 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Practical Evaluation FUND RAISING EVENT Continuous Assessment UNKNOWN 60 % OnGoing 2,3,4,5,6,7,8

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam END OF TERM EXAM Final Exam UNKNOWN 40 % End of Term 1,2,3,4,6,7,8,9

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Problem Based Learning Lecture Theatre CLASSES AND PBL 4 Weekly 4.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Module Resources

Non ISBN Literary Resources

Andreasen,.Alan R& Kotler, Philip (2013) Strategic Marketing for Non-profit Organisations (7th Edition) prentice hall

Sargeant (2014)   Fundraising Management. Routledge; 3 edition

Miller  (2013)Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money

Taggert( 2015)Fundraising: Crash Course! Fundraising Ideas & Strategies To Raise Money For Non-Profits & Businesses CreateSpace Independent Publishing Platform

Brinckerhoff (2010) Mission-Based Marketing: Positioning Your Not-for-Profit in an Increasingly Competitive World. John Wiley & Sons; 3rd Edition edition.

Armstrong et al(2015) Marketing: An Introduction. Pearson Education; 3 edition

Brinckerhoff. P.C (2002)Mission-based Marketing: How Your Not-for Profit can succeed in a more Competitive world (2nd Edition)John Wiley & Sons Inc

URL Resources


Other Resources


Electronic databases:



Web of science

Additional Information

Lectures and discussions will introduce core theory and develop a practical understanding on the topic of Not-for-Profit Marketing. Relevant handouts and structured readings will support lectures, thereby reinforcing theoretical knowledge.


Analysis of national and international Case studies through problem based learning and role-play. Guest lecturers from the field of Non-Profit Marketing will give practical talks on organisational best practice within the Not-for-Profit sector.