BUS601: Marketing for Nonprofits and Businesses
Instructor & Contact Information
The People tab in Canvas provides information on the course instructor and you can send a message to your instructor following these instructions. Faculty are expected to: 1) grade and return assignments, with feedback, within 7 days from the date of submission; 2) reply to your Canvas messages within 72 hours; 3) reply several times each week in total in the discussion forums (not to each individual student); and 4) demonstrate the core values of City Vision University.
This course is a study of marketing concepts for both nonprofits and businesses. Concepts covered include market research, segmentation, branding, storytelling, communication, marketing funnels, strategy, digital marketing, social media, marketing metrics and nonprofit specific marketing among others. The final project for this course is to develop a comprehensive marketing plan for an organization or business.
Certified Fund Raising Executive (CFRE) Certification Credit
This course has been approved to count as 45 continuing education credits for Certified Fund Raising Executive (CFRE) Certification.
After completing this course, you will be able to:
- Complete market research and segmentation.
- Build a branding strategy utilizing the Storybrand framework.
- Develop a marketing funnel strategy with effective messaging, storytelling and calls to action.
- Foster a community of supporters using digital marketing, social media, direct marketing, advertising and other techniques.
- Design metrics to measure marketing effectiveness.
- Create a comprehensive marketing plan for your organization integrating course learning outcomes.
Degree Program Outcomes
Degree outcomes are the overall skills and knowledge we expect you will have after successfully completing a degree program at City Vision University. This course supports one of the six program outcomes for the MBA program, marked with an asterisk (*)
- Finance. Analyze the complexities of financial and administrative systems and apply that to make effective business decisions.
- Innovation. Develop strategies and plans to effectively use technology and innovation to achieve organizational goals.
- Relational. Develop and implement human capital, talent management and general human resource plans sensitive to the dynamics of corporate human behavior in different cultural contexts.
- Values. To develop plans to achieve their own personal vocation and calling as well as bringing social change to the world in line with Christian values.
- Strategy. To develop a synthesis to integrate a wide range of business skills into a plan for starting or growing an organization.*
- Specialization. Demonstrate professional competencies in a specialty area appropriate for managerial roles in private industry, public sector institutions, and not-for-profit agencies.
Students are required to purchase these texts before the first day of classes.
- Marshall, G., & Johnston, M. (2015). Marketing management (2nd ed.). New York City, NY: McGraw-Hill. pp. 576 (ISBN: 9780078028861)
- Leroux Miller, K., & Andresen, K. (2021). The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause (2nd ed.). San Francisco, CA: Jossey-Bass. ISBN-10: 111977103X
This course requires that the student arrange access to a manager in a company to analyze portions of that firm’s marketing activities.
Guidelines for Written Work
All written work must follow our Writing Format and Forum Requirements. You must read these to understand how to cite sources appropriately.
Critical Policies to Read for This Course
Note: These policies are critical for all students to read. In case of change, we have linked to the versions on our website to make sure you have the latest version.
This syllabus is subject to change without notice up until the first day of the semester. Last updated: September 19, 2022
The syllabus page shows a table-oriented view of the course schedule, and the basics of course grading. You can add any other comments, notes, or thoughts you have about the course structure, course policies or anything else.
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