Course Text Table of Content for discussion

Understanding Non-profit Marketing
The Marketing Exchange Concept
Non-profit Marketing Publics
Donor Market Segmentation
Assignment One

Developing a Donor Perspective
An Introduction to Market Research
The Marketing Research Process
Focus Group Research
Assignment Two

Strategic Planning in Marketing
Preparing a Marketing Strategy
Strategy Options
The Marketing Plan
Assignment Three

Communications
The Role of Communications in Marketing
Communication Strategies
Creative Writing and Marketing Communications
Sample Communications Plan
Assignment Four

Public Relations
Communication Vehicles
Effective Media Relations
News Releases
Special Media Events
Other Public Relations Options
Assignment Five

Capstone Project
Bibliography