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Marketing Management

Marketing Management can help nonprofits tell their “story” to clients, funders, supporters and others in the marketplace in a cost-effective way to better achieve their mission.  This course provides an overview of a variety of critical elements of the marketing process for nonprofit organizations. Learn how to develop a strong brand and image to effectively communicate and position organizational messages to the media and public at large, and to defend against reputational threats. We also will discuss best practices and strategies to balance social media with traditional marketing methods.

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Section 0323
March 23 - April 26, 2023
Course Fee: $550
Instructor: Norma Ramos
Registration Deadline: Thursday, March 16, 2023 at 11:59 am (CT)
Location: Online
View Course Syllabus

Course Details Heading link

Topics Covered

  • How working knowledge of the marketing process can benefit your organization
  • Ways image development and positioning can be used to market nonprofit organizations
  • Marketing strategies and appropriate tactic selection to achieve success
  • Marketing and communications through web sites and e-mail


Course Benefits

  • Learn how to use marketing as a tool to help a nonprofit further its mission and fulfill its goals
  • Clearly define what the organization is and does, and determine whether its internal perception of its image and “brand” matches the perception of the marketplace
  • Become aware of the broad range of marketing strategies available to nonprofits and identify appropriate tactics to achieve organizational objectives.
  • Explain how nonprofits can work with news media in crisis situations
  • Develop a website and email image tailored to attract and inform desired target markets
  • Compare and contrast social media marketing with traditional approaches to marketing


Special Features

  • A weekly Resource Center provides carefully tailored readings and other resources
  • “Studio” activities provide opportunities for new and experienced practitioners to cultivate practical skills
  • Original case studies and problem-based learning activities
  • In-depth weekly discussions on the real-life challenges and opportunities of marketing management
  • Small class size of 25 participants



This is an instructor-led course delivered entirely online. It is highly interactive and requires 8-10 hours per week of active participation on discussion boards and completion of assigned projects.

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