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    May 16, 2022  
American University Catalog 2018-2019 
    
American University Catalog 2018-2019 [ARCHIVED CATALOG]

PUAD-683 Marketing for Nonprofit Organizations (3)


This course covers the principles of planning; execution, and assessment of strategic marketing in nonprofit organizations. Students learn how to incorporate marketing activities into organizational structures; understand target audience characteristics and desires; develop and launch new offerings; achieve effective market segmentation; positioning; and branding; identify various elements of the marketing mix (product; price; place; and promotion); and evaluate effectiveness of marketing initiatives. Students also read and present research articles; discuss case studies; interact with guest speakers; and prepare a marketing plan for a nonprofit organization. Usually Offered: fall.