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Curso Avançado em Gestão para Organizações Sociais
Marketing Social e Fundraising

Marketing Social e Fundraising

Code	15924
Year	1
Semester	S2
ECTS Credits	1
Workload	TP(10H)
Scientific area	Management
Entry requirements	N/A
Learning outcomes	The course aims to provide a broad perspective of the fundamentals of social marketing, the different functions of social marketing, trends and changes in the environment, and to understand the scope of marketing as a strategy for non-profit organizations, as well as to identify the concepts to be operationalized in order to implement the appropriate tools at the marketing mix level.
Syllabus	Topic 1 - Marketing principles for non-profit organizations. Topic 2 - Marketing plans for non-profit organizations. Topic 3 - The CANVAS Marketing Plan. Topic 4 - The CANVAS Communication Plan for fundraising.
Main Bibliography	Kerin, R., Hartley, S., Berkowitz, E. & Rudelius, W. (2007), Marketing, 8ª edição. São Paulo: McGraw-Hill. Kotler, P. & Keller K., Brady (2016). Marketing Management, 15.th Edition, England: Pearson Education Limited.* Kotler, P. ; Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0: mudança do tradicional para o digital. Lisboa: Conjuntura Actual Editora.* Kotler, P. ; Kartajaya, H. & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Hoboken, New Jersey: Wiley.* Kotler, P.; Armstrong, G. (2003), Princípios de Marketing, 9ª ed. São Paulo: Prentice Hall. Kotler, P.; Armstrong, G.; Harris, L. & He, L. (2020). Principles of Marketing. 8th European Ed. United Kingdom: Pearson.* Kotler, P.; Keller, K. (2013), Administração de Marketing, 14 Ed. São Paulo: Pearson.* Lindon, D., Lendrevie, J., Lévy, J., Dionísio, P. & Rodrigues, V. (2004), Mercator - Teoria e Prática do Marketing, 10ª edição. Lisboa: Publicações Dom Quixote.
Language	Portuguese. Tutorial support is available in English.