Public Sector Non-Profit Marketing
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Professional Certiﬁcate in Public Sector & Non-Proﬁt Marketing An intensive program designed to equip you with the skills and core competencies to develop and execute action-oriented marketing strategies for the public and non-proﬁt sectors. 2010 Program 10 days over 6 months January 20 – June 18, 2010 Professional Certiﬁcate in Public Message from the Program Directors Sector & Non-Proﬁt Marketing Managers in the public and non-proﬁt sectors operate under different constraints than the private sector and There is a rising need for highly skilled marketing are largely unprepared for the marketing challenges professionals in the public and non-proﬁt sectors they face. Traditional, commercial marketing education to effectively bring their organization’s products, programs are of limited value as they don’t address the services and messages to the marketplace. unique needs of these sectors. The Professional Certiﬁcate in Public Sector and The Professional Certiﬁcate in Public Sector and Non-Proﬁt Marketing provides the information, Non-Proﬁt Marketing is geared speciﬁcally to the unique tools and solutions that are critical for marketers needs of government and non-proﬁt sectors. in these sectors to excel in their positions. Our seminar leaders are top professionals with extensive This program engages participants in a rich experience in managing public sector and non-proﬁt learning environment that reinforces theory with marketing programs and apply real-world experiences practical, real-life examples based on the to their teaching. extensive experience of our instructors. This program is intensive and rigorous, respecting that Why You Should Attend time away from your job needs to bring concrete results • Develop an action-oriented, strategic once back at the ofﬁce. marketing plan for your organization. We encourage you to learn more about this hallmark • Gain the skills and expertise to assume program. more senior positions and responsibilities. • Share experiences with marketers in your sectors and expand your network. Jim Mintz Bernie Colterman Who Should Attend Program Director Program Director Managers working for government, crown corporations/agencies, non-proﬁt organizations and associations who are responsible for: A must-have learning experience for any serious marketer. Up-to-date and purposeful marketing • Programs, products and services targeted concepts delivered by true professionals in the ﬁeld to the public make for a unique program designed for managers and executives. Positive interaction and the sharing • Partnership and/or revenue-generating of ideas and real life experiences by course initiatives participants was a true added beneﬁt. • Social marketing, community outreach and public education programs Mark Lalonde, Chief, Marketing Programs, Canadian Dairy Commission • Strategic communications, media relations, online marketing Course content is practical and applied - I was immediately able to take concepts back to my work and implement. I learned to appreciate the marketing orientation. As a program person, I am able now to talk the language with my marketing Register online at and communication colleagues. sprott.carleton.ca/ppd Patti Murphy, Program Consultant, HIV/AIDS Policy, Coordination and Program Division, Public Health Agency of Canada Module 1 Fundamentals of Public Sector Module 5 Partnerships & Creative Jan. 20 and Non-Proﬁt Marketing April 8-9 Marketing Tactics Start the program with an overview of marketing in Build partnerships and other proven marketing the public and non-proﬁt sectors. tactics into your strategies to leverage resources What you will learn: and increase impact. • Understand how marketing differs in the private, What you will learn: public and non-proﬁt sectors. • Explore the latest trends and best practices in • The processes to develop and implement an partnership marketing, corporate engagement action-oriented, strategic marketing plan. techniques and cause marketing. • Review the format and guidelines for • Key elements of face-to-face and event developing a marketing plan for your marketing programs. organization. (Term project) • Learn how to measure the value and impact of partnerships and sponsorships. Module 2 Marketing Research and Jan. 21 1 Evaluation Module 6 Strategic Social Media/ May 3 Web 2.0 Marketing Explore how to conduct research on a limited budget for effective short and long-term Learn how to leverage social media to reach and marketing campaigns. engage your target audience. What you will learn: What you will learn: • Understand how to use market research to • Explore how to use relevant social media channels support decision-making framework. to reach your objectives more efﬁciently and • Key concepts in consumer behaviour. effectively. • The most effective methods for acquiring and • Incorporate automated social media monitoring using market intelligence. activities into your daily schedule. • Develop a system for measuring progress and • Move away from one-way communication and monitoring performance. enter the world of two-way communication. • Save money using free, open-source applications. Module 3 Integrated Marketing Feb. 17-18 Communications Module 7 How to Sell Your Marketing June 1 Program Through case studies, learn how to use integrated marketing communications to deliver key One of the biggest challenges faced by non-proﬁt messages to target markets, with limited and public sector marketers is selling their market- resources, for successful marketing campaigns. ing programs to senior management. What you will learn: What you will learn: • Prepare an integrated marketing • Key factors in selling your marketing program communications plan for maximum impact. internally and externally. • The strength of various IMC components and • Tools and strategies to build support for your how to select the right mix for your goals and marketing program. budget. • Develop a segmentation and positioning strategy. Final Exam: June 8 Module 4 Social Marketing (online – no class attendance) Mar. 10-11 Examine social marketing and create a powerful Course Project Due: June 18 strategy to inﬂuence opinion and change behaviour. (no class attendance) What you will learn: • Develop a strategic social marketing plan based on solid research. • Explore the latest social marketing approaches. Registration Details Convenient Registration Options PROGRAM DATES & LOCATION ONLINE Jan. 20 - June 18, 2010 sprott.carleton.ca/ppd 10 days over 6 months FAX Sprott School of Business You may also download and print a registration Carleton University form from sprott.carleton.ca/ppd, complete and 312 Dunton Tower, 1125 Colonel By Drive fax to the Sprott School of Business, Ottawa, ON K1S 5B6 613-520-7507 Tel: 613-520-3486 Fax: 613-520-7507 MAIL Unless otherwise indicated, all modules Mail your downloaded registration form to: commence at 8:30 a.m. and end at 5:00 p.m. The Sprott School of Business, Sprott School of Business reserves the right to make Carleton University changes regarding schedule, location and 312 Dunton Tower, instructors. For information, please visit 1125 Colonel By Drive the website at sprott.carleton.ca/ppd. Ottawa, ON K1S 5B6 CERTIFICATE OF COMPLETION PHONE You will receive a framed Certiﬁcate of Completion. 613-520-3486 Participants must attend all days of all program modules and complete the ﬁnal exam and course project in order to receive the certiﬁcate. Here Are Your Next Steps PROGRAM FEE 1. To Register $4,200 + GST Visit sprott.carleton.ca/ppd • Program fee includes full 7-module program 2. To Ask a Question About the Program tuition, all teaching materials, lunches and Contact Leslie Love at 613-520-3488 or refreshments. firstname.lastname@example.org, or program directors Jim Mintz at • Carleton University’s liability is limited to email@example.com and reimbursement of paid tuition fee. Bernie Colterman at firstname.lastname@example.org. • Full program fee is payable prior to the start of program. 3. For More Information Visit sprott.carleton.ca/ppd DEPOSITS & CANCELLATIONS IMPORTANT: A deposit of $800 is required to secure your place in the program. Please include your credit card information on faxed or online registrations, or mail a cheque along with your completed program information. If you are unable to attend the program, a full refund will be issued for written cancellations received a minimum of 21 days before the program start date. Written cancellations received after this date will incur an administration charge of $800. Non-attendance or withdrawal after program start date will incur a full program fee.