Brand Building and Social Marketing (Professional Practicum) (6 credits)
Nonprofit organisations rely heavily on community good-will and public engagement to attain desirable social goals. Brand building and public relations can attract financial support, consumer and organisation loyalty, as well as creditability and talents. Social marketing is the application of marketing concepts and techniques to influence specific behaviors for social good. This course adopts a mode of professional practicum to cover the concepts and tools for nonprofit to design, implement and manage marketing strategies consistent with the social values and positioning of the organisation and supporting brand building. Students will learn how to conduct competitive analyses and market segmentation; understand target audience needs; develop and launch new offerings; explore opportunities for social entrepreneurship and product development; and understand and adapt marketing philosophies to threats and opportunities in the current environment.