University of Mumbai, Maharashtra (Mumbai University), Marketing Semester 6, Marketing of Non-Profit Organisation Syllabus

Unit - 1 Introduction to Non-profit Organization

1.1 Nonprofit organization meaning

1.2 Features of nonprofit organization

1.3 Characteristics of nonprofit marketing

1.4 Stakeholders in nonprofit organization

1.5 Types of nonprofit organization

1.6 Classification of nonprofit organization

1.7 Social need concept

1.8 Social need as a basis for developing sustainable business model for a nonprofit organization

1.9 Fundraising meaning

1.10 Common techniques to solicit funds

1.11 Fund raising loyalty ladder

1.12 Marketing and communication for fundraising

Unit - 2 Segmenting Targeting Positioning, Product mix & Pricing mix in Non-profit organizations

2.1 Strategic marketing for nonprofit organization

2.2 Steps in strategic marketing of nonprofit organization

2.3 Market segmentation targeting and positioning in nonprofit organization

2.4 Budgeting

2.5 Cost effective marketing mix

2.6 Cost management

2.7 Product or offer in nonprofit organization

2.8 Level of offer in nonprofit organization

2.9 Pricing objectives in nonprofit organization

2.10 Pricing strategies in nonprofit organization

Unit - 3 Promotion mix, Place mix of non-profit organizations & advocacy of non-profit organizations

3.1 Promotion mix Promotion of nonprofit organization

3.2 Marketing communication strategies

3.3 Integrated marketing communication in nonprofit organization

3.4 Image Reputation

3.5 Marketing communication process

3.6 Role of audience

3.7 Message and vehicle in nonprofit organization communication

3.8 Significance of place in nonprofit organization

3.9 Challenges for nonprofit organization in rural areas

3.10 Advocacy Meaning

3.11 Steps in building support for advocacy

3.12 Advocacy tactics

3.13 Educating policy makers on issue

3.14 Educating public on policy issue

3.15 Building relationship with policy maker

3.16 Distinctive characteristics of advocacy group

3.17 Steps in crafting an advocacy plan

3.18 Steps in engaging policy makers for lobbying

3.20 Evaluating advocacy

3.21 Fund Raising Meaning

3.22 Principles of fundraising 

3.23 Fund raising cycle

3.24 Fund raising pyramid and donor life cycle

Unit - 4 Corporate Social Responsibility, innovations & Ethics in non-profit organizations

4.1 Corporate social responsibility meaning

4.2 Importance of CSR

4.3 History and evolution of CSR

4.4 Policy framework for CSR in India

4.5 Section 135 of company act 2013

4.6 Role of CSR committee on boards

4.7 Code of ethics in nonprofit organization

4.8 Hierarchy of ethical values in nonprofit organization

4.9 Careers in CSR

4.10 Trend Innovations Current trends

4.11 Innovation opportunity in CSR

4.12 Influence of nonprofit enterprise there impact on corporate CSR

4.13 Challenges faced by nonprofit organizations in India

4.14 NGO Meaning

4.15 Difference between voluntary organization and NGO

4.16 Steps of voluntarism

4.17 Types of NGO