Certificate in Marketing Management - Marketing Applications in the Not-for-Profit Sectors MGMT 2402   Marketing Applications in the Not-for-Profit Sectors
This course is intended to further the student’s understanding of the ways in which the discipline of marketing can be applied to a number of public policy, environmental, professional and non-profit management areas. It will integrate the basic theory and concepts covered in the introductory marketing course with the knowledge gained in the introductory courses in environmental and public policy management or in introductory courses in a number of professional fields. The course will maintain an overall managerial perspective in examining the ways in which various constituencies fulfill their strategic organizational objectives through the application of marketing practices. Topic areas examined will be: micro-marketing (firm perspective) vs. macro-marketing (societal perspective); non-profit, cause-related, “green” and social marketing; de-marketing (e.g. anti-smoking, etc.); the use of marketing communications in the electoral and public policy-making process; ethics in marketing; marketing and development. The course may also examine the application of the discipline of marketing to a number of professional fields, such as sports/recreation and health sciences. Learning activities might include: lectures, videos, seminars, internet exercises, examinations and field assignments.