Universitat Internacional de Catalunya
Communication Strategy and Public Advocacy
Other languages of instruction: Catalan, Spanish,
Teaching staff
Introduction
This 25-hour master’s level course examines the challenges and opportunities in marketing for non-profit organizations. Students will develop marketing strategies for hypothetical non-profits, integrating contemporary approaches, behavioral science, and cultural considerations to provide a comprehensive understanding of non-profit marketing in a global context.
Competences/Learning outcomes of the degree programme
- C104 - Design and manage community- development and social-innovation projects.
- C106 - Build resilient teams for social impact and exercise stakeholder advocacy.
Learning outcomes of the subject
Expected Outcomes
By course completion, students will be equipped to:
- Craft comprehensive, mission-aligned marketing strategies for non-profits
- Address unique challenges of non-profit marketing, including resource constraints
- Implement effective digital marketing and fundraising campaigns
- Measure and communicate the impact of marketing efforts
- Apply behavioral science principles to enhance marketing effectiveness
- Navigate cultural differences in global non-profit marketing initiatives
- Develop and maintain productive relationships with media outlets
- This course prepares students for marketing roles in non-profit organizations, as well as for-profit roles that involve cause marketing or corporate social responsibility initiatives.
Syllabus
1. Introduction to Non-Profit Marketing
• Unique challenges and opportunities
• Key differences from for-profit marketing
• Ethical considerations in non-profit marketing
2. Understanding Your Audience
• Stakeholder analysis
• Donor personas
• Beneficiary needs assessment
• Behavioral science in marketing: understanding decision-making processes
• Workshop: Stakeholder mapping and behavioral analysis for students’ hypothetical non-profits
3. Developing a Non-Profit Marketing Strategy
• Mission alignment
• SWOT analysis
• Setting SMART goals
• Balancing mission and marketing
• Workshop: Students begin developing strategies for their hypothetical non-profits
4. Branding for Non-Profits
• Creating a compelling brand story
• Visual identity and consistency
• Transparency and accountability in branding
• Workshop: Brand development exercise
5. Digital Marketing for Non-Profits
• Website optimization
• Social media strategies
• Email marketing campaigns
• Applying inbound marketing principles to digital strategies
• Workshop: Digital marketing plan creation
6. Content Marketing and Storytelling
• Crafting impactful narratives
• Types of content for non-profits
• Ethical storytelling practices
• Cultural sensitivity in storytelling
• Workshop: Storytelling exercise
7. Media Relations and Communication
• Building relationships with media outlets
• Crafting effective press releases
• Preparing for interviews and public statements
• Crisis communication strategies
• Workshop: Developing a media kit
8. Fundraising and Donor Engagement
• Multichannel fundraising strategies
• Donor retention techniques
• Applying behavioral science to donor engagement
• Cultural considerations in global fundraising
• Workshop: Creating a culturally sensitive undraising campaign
9. Measuring Impact and ROI
• Key performance indicators for non-profits
• Analytics and reporting
• Transparency in reporting results
10. Group Project Work and Presentations
• Students finalize their non-profit marketing strategies
• Each group presents their complete marketing plan
• Presentations should incorporate elements of behavioral science, cultural considerations, and media communication strategies
• Peer review focusing on ethical considerations and effectiveness
Teaching and learning activities
In person
Students will be divided into two groups, each working on different hypothetical non-profits throughout the course. This approach allows for in-depth exploration of sector-specific strategies and real-world challenges faced by different types of non-profit organizations.
The course emphasizes practical application, with each module including interactive workshops where students can immediately apply the concepts learned. Case studies from various non-profit sectors will be used to illustrate key points and spark discussion.
Assessment
Group Project and Presentation: 50%
Individual Assignments (from workshops): 30%
Class Participation and Engagement: 20%
Evaluation systems and criteria
In person
Students will be divided into two groups, each working on different hypothetical non-profits throughout the course. This approach allows for in-depth exploration of sector-specific strategies and real-world challenges faced by different types of non-profit organizations.
The course emphasizes practical application, with each module including interactive workshops where students can immediately apply the concepts learned. Case studies from various non-profit sectors will be used to illustrate key points and spark discussion.
Assessment
Group Project and Presentation: 50%
Individual Assignments (from workshops): 30%
Class Participation and Engagement: 20%
Bibliography and resources
A comprehensive reading list will be provided, including academic articles, case studies, and industry reports. Students will also need access to a computer for digital marketing exercises and project work.
The Secret to Better Storytelling for Social Change: Better Partnerships:
https://ssir.org/articles/entry/the_secret_to_better_storytelling_for_social_change_better_partnershipshttps://ssir.org/articles/entry/the_secret_to_better_storytelling_for_social_change_better_partnerships