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Public, Non-Profit and Social Marketing

Code 9838
Year 1
Semester S2
ECTS Credits 4
Workload TP(12H)
Scientific area Marketing e Estratégia
Entry requirements NA
Mode of delivery Face-to-Face
Work placements NA
Learning outcomes The objectives of this unit are to introduce the students in the public, nonprofit and social marketing field of research.

- To understand the specificities associated with the concepts of the discipline as well as how these specificities influence the marketing of these concepts;
- To identify the results achieved by the studies developed in this topic until now;
- To critically evaluate the results achieved by the studies developed until now;
- To apply and adapt the marketing tools to public administration and third sector;
- To critically evaluate the potentialities of research on public, nonprofit and social marketing in order to make a contribution to theory and practice of marketing in this fields.
Syllabus Module 1 - Extending the scope of marketing: From for profit marketing to nonprofit and social marketing.
1.1 Evolution
1.2 Advocates and dissenters
1.3 Evolution and specialization of the marketing concept
Module 2 – Marketing in the public sector
2.1 The concept of marketing in the public sector
2.2 Needs detection and the development of marketing in the public sector
2.3 The public marketing plan.
Module 3 – The application of marketing to the third sector
3.1 The nonprofit organizations and the nonprofit sector
3.2 The marketing challenges in the nonprofit sector
Module 4 – The social marketing
4.1 The concept of social marketing
4.2 The social marketing and its agents: governments, companies and nonprofit organizations
4.3 Social marketing challenges
4.3 The social marketing marketing mix
4.4 Fundraising and volunteering
Main Bibliography Andreasen, A.; Kotler, P. (2008) Strategic Marketing for Nonprofit Ornaganizations. Pearson International Edition (7th edition). New Jersey.
Bagozzi, R.P. (1975). “Marketing as Exchange”, Journal of Marketing, 39 (October), pp. 32-9.
Butler, P.; Collins, N. (1995). “Marketing public sector services: Concepts and Characteristics”, Journal of Marketing Management, 11, pp. 83-96.
Chías, J. (1995). Marketing Público. McGraw-Hill. Aravaca.
Kotler, P.; Lee. N. (2007). Marketing in a Public Sector: A Roadmap for Improved Performance. Prentice-Hall
Kotler, P.; Levy, S.J. (1969). “Broadening the Concept of Marketing”, Journal of Marketing. 33 (January), pp. 10-15.
Routledge, P. (2010). Marketing Within the Public Sector. Journal of Nonprofit & Public Sector Marketing, 8(1), 3-15.
Sargeant, A. (2010). Operationalizing the Marketing Concept in the Nonprofit Sector Operationalizing the Marketing Concept in the Nonprofit Sector. Business, 10(2), 41-65.
Teaching Methodologies and Assessment Criteria The teaching-learning methodologies include an initial exposure by the teacher of some contents, presentation of an individual work by students, group discussions, and exposition by the students. In the individual work, the student has to solve a specific problem, in which the student has to develop a theme proposed by the teacher. In the group discussion, some case studies are analyzed. This way the students will achieve the capacity to understand and identify the challenges related with these fields of research, as well as the capacity to criticize, and apply appropriate marketing strategies within these fields of research.

Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-06-10

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