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Mar 29, 2024
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American University Catalog 2018-2019 [ARCHIVED CATALOG]
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MKTG-651 Strategic Marketing for Nonprofits (1.5) This course explores the use of best practice strategies to meet the unique marketing requirements of nonprofit organizations in fields such as healthcare, education, global affairs, the arts, and the environment. Lectures and case studies focus on topics such as the development of three-sector (government-business-nonprofit) marketing alliances, volunteer recruitment, fundraising, and communications and branding as practiced by leading nonprofit organizations serving U.S. and global audiences. Prerequisite: MKTG-612 or MKTG-632 (MKTG-632 may be taken concurrently).
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