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PADM 7040 Nonprofit Management

PADM 7040 Nonprofit Management. Week 3 Topic Overview Jerry Merwin. Week 3 Overview. Reminder – Two Items are Due August 29 Specify a Topic from Andreasen & Kotler for Presentation (see the chapters.html page for a list of the chapters)

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PADM 7040 Nonprofit Management

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  1. PADM 7040 Nonprofit Management Week 3 Topic Overview Jerry Merwin

  2. Week 3 Overview • Reminder – Two Items are Due August 29 • Specify a Topic from Andreasen & Kotler for Presentation (see the chapters.html page for a list of the chapters) • Send a Proposal for Nonprofit Overview Presentation (send Jerry an email naming the organization and outlining the information for the presentation) • Readings: • Andreasen & Kotler Chapter 3 Strategic Marketing Planning. • Golembiewski & Stevenson Case 12 Retraining Displaced and Older Workers.

  3. Strategic Marketing for NonProfit Organizations • Part II. STRATEGIC PLANNING AND ORGANIZATION. • Chapter 3. Strategic Marketing Planning. • Chapter 4. Understanding Consumer Behavior. • Chapter 5. Acquiring and Using Marketing Information. • Chapter 6. Segmentation, Positioning and Branding.

  4. Strategic Marketing for NonProfit Organizations Chapter 3 • Strategic Planning and Organization • Read the presentation from Asta on the first half of chapter 3. • Go through the next few slides on the second half of chapter 3.

  5. Strategic Marketing for NonProfit Organizations Chapter 3 (Page 2) • What is Portfolio Planning? • Look at the Figure 3-6 Offer/Market Opportunity Matrix • Review the cells and consider the options • Imagine the possible cell content for your favorite nonprofit organization

  6. Strategic Marketing for NonProfit Organizations Chapter 3 (Page 3) • Explain Core Marketing Strategy • What are target markets? • How is competitive position important? • Why is the marketing mix important? • Consider the basic core strategies proposed by Michael Porter. • How might these work for nonprofit organizations?

  7. Strategic Marketing for NonProfit Organizations Chapter 3 (Page 4) • What is campaign marketing planning? • See the figure 3-7 on page 84 • Look at the figure 3-8 on page 85 • What is the role and importance of marketing evaluation and control?

  8. Cases and Applications in Non-Profit Management • Case 12 Retraining Displaced and Older Workers

  9. Week 3 Discussion Questions • Thread 1: Choose one question - • As marketing director for a public university, using the OMPP, what would be the first steps you would undertake to increase enrollment? • What are three performance measures other than enrollment that could be used to measure progress in the item above?

  10. Week 3 Discussion Questions • Thread 2: Choose one question - • Imagine you are the executive director of a small nonprofit organization. • You have an opportunity to bring in an older worker, a former marketing manager, displaced from industry. • What would your concerns be about integrating that person into your operation? • Imagine you are an older worker, a former marketing manager, displaced from industry. • You have an opportunity to work in a small nonprofit organization. • What are your concerns about fitting in and being able to be effective in the new organization?

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