Marketing and Public Relations
- Faculty
Faculty of Business Management and Social Sciences
- Version
Version 1 of 26.03.2024.
- Module identifier
22M1107
- Module level
Master
- Language of instruction
English
- ECTS credit points and grading
5.0
- Module frequency
only summerterm
- Duration
1 semester
- Brief description
It is crucial for the success of an NPO to create goal-oriented relationships with its various publics and stakeholders. Marketing represents the goal-oriented management of an organisation from the perspective of its customers or stakeholders. Public relations is the generic term for the strategic management of communication processes, whether they involve staff, volunteers, sponsors, or the media. In the module, students learn about the specifics of marketing and public relations for the NPO sector. They are familiarized with marketing and PR tools and concepts.
- Teaching and learning outcomes
- Introduction
1.1 Specifics of NPO marketing: market, customers, products
1.2 Relationship marketing: relationships as capital
1.3 Limitations of transferring the marketing approach to the NPO sector - Organisational alignment and target groups
2.1 Vision / mission / guiding principles / corporate identity
2.2 Target groups: segmentation and positioning
2.3 Sinus-Milieus and the persona approach - Foundations of behavioral psychology
3.1 Zukunftsinstitut trend analysis
3.2 “System 1” and “System 2” (Kahneman/Tversky)
3.3 Priming and framing
3.4 Nudging - Brand management
4.1 Relationship between brand identity and brand image
4.2 Identity-based brand management - Public relations
5.1 Narratives as the essence of communication activities (storytelling)
5.2 Communication policy instruments
5.3 Experience-oriented communication by means of events
5.4 Crisis PR
- Introduction
- Overall workload
The total workload for the module is 150 hours (see also "ECTS credit points and grading").
- Teaching and learning methods
Lecturer based learning Hours of workload Type of teaching Media implementation Concretization 45 Lecture Presence - Lecturer independent learning Hours of workload Type of teaching Media implementation Concretization 30 Study of literature - 25 Preparation/follow-up for course work - 30 Exam preparation - 20 Work in small groups -
- Graded examination
- Homework / Assignment or
- Written examination or
- Portfolio exam
- Remark on the assessment methods
The portfolio exam is worth 100 points and consists of a report (R) and a written assignment (HA). The written assignment is weighted with 30 points and the report with 70 points.
- Exam duration and scope
Written assignment between 5 and 20 pages
Written exam: see examination regulations
Report as part of the portfolio exam: between 15 and 45 minutes, with a written paper between 5 and 15 pages long
Written assignment as part of the portfolio exam: 20-25 pages
The requirements are specified in the relevant class.
- Recommended prior knowledge
Knowledge of marketing and public relations.
- Knowledge Broadening
Students who have successfully completed this module have acquired a thorough knowledge of marketing and public relations in the nonprofit sector. They are familiar with the theoretical models, and have learned to develop and present communication concepts independently by working with case studies.
- Knowledge deepening
Students who have completed this module recognize the fundamental relationships between marketing, PR, and the management of a nonprofit organisation. They are able to independently organize knowledge on key tasks of nonprofit marketing management, and formulate creative approaches to typical problems.
- Knowledge Understanding
Students who have successfully completed this module have developed a deep understanding of how to use the models and theories they have learned to solve real-world scientific problems.
- Application and Transfer
Students who have successfully completed this module are able to organize theoretical models and knowledge, modify and apply that knowledge for their own purposes, and professionally assess the impact of those tools.
- Academic Innovation
By linking marketing, public relations, and narratives, students discover how marketing and public relations are used specifically in the NPO sector. By linking theory and practice, this module examines existing models and theories, and adapts them to suit the NPO sector.
- Communication and Cooperation
Students learn the principles of communication used in marketing and public relations to form collaborations, and to communicate with shareholders and stakeholders.
- Academic Self-Conception / Professionalism
By analyzing case studies and giving their own presentations, students learn to develop their own opinions and to express them in a scientifically sound manner. After completing the module, they are able to develop their own positions on marketing and public relations.
- Literature
Avenarius, Horst (2008): Public Relations. Die Grundform gesellschaftlicher Kommunikation, Darmstadt
Bielefeld, Klaus W.; Burmann, Christophe (2012): Consumer Neuroscience. Neurowissenschaftliche Grundlagen für den Markenerfolg. Wiesbaden: Springer Gabler (Innovatives Markenmanagement, Bd. 41).
B?hme, Katrin; Peter, Ulrike (2014): Die Ausstellung als Marke: Springer Fachmedien Wiesbaden.
Bruhn, Manfred (2012): Marketing für Nonprofit-Organisationen. Grundlagen, Konzepte, Instrumente. 2., aktualisierte und überarbeitete Aufl. Stuttgart: Kohlhammer (Kohlhammer-Edition Marketing).
Bruhn, Manfred (2013): Qualit?tsmanagement für Nonprofit-Organisationen. Grundlagen - Planung - Umsetzung - Kontrolle. Wiesbaden: Springer Fachmedien.
Burmann, Christoph; Halaszovich, Tilo; Schade, Michael; Piehler, Rico (2018): Identit?tsbasierte Markenführung. Wiesbaden: Springer Fachmedien Wiesbaden.
Dietrich, Timo; Rundle-Thiele, Sharyn; Kubacki, Krzysztof (Hg.) (2017): Segmentation in Social Marketing. Process, Methods and Application. Singapore, s.l.: Springer Singapore.
Esch, Franz-Rudolf (2019): Handbuch Markenführung. Wiesbaden: Springer Fachmedien Wiesbaden.
Galan-Ladero, M. Mercedes; Alves, Helena M. (Hg.) (2019): Case Studies on Social Marketing. A Global Perspective. Cham: Springer International Publishing; Imprint: Springer
Helmig, Bernd, Boenigk, Silke (2013): Nonprofit management. München: Verlag Franz Vahlen (Vahlens Handbücher der Wirtschafts- und Sozialwissenschaften).
Hou, Jundong; Zhang, Chi; King, Robert Allen (2018): Measuring trust damage in nonprofit marketing: the role of cognitive and emotional perceptions. In: Int Rev Public Nonprofit Mark 15 (1), S. 25–47.
Kallweit, Barbara (2020): Ganzheitliche Markenpositionierung. Wiesbaden: Springer Fachmedien Wiesbaden.
Kahneman, Daniel (2012): Thinking, fast and slow. London: Penguin Books.
R?ttger, Ulrike; Donges, Patrick; Zerfa?, Ansgar (2021): Handbuch Public Affairs. Politische Kommunikation für Unternehmen und Organisationen, Springer Verlag, Wiesbaden
Schmidbaucher, Klaus; Jorzik, Oliver (2017): Wirksame Kommunikation – mit Konzept. Ein Handbuch für Praxis und Studium. Ptsdam: Talpa-Verlag
- Linkage to other modules
This module is closely related to the “Fundraising” module, where the foundations are laid for taking the “Marketing and public relations” module.
- Applicability in study programs
- Management in Nonprofit-Organisations
- Management in Nonprofit-Organisations M.A. (01.09.2024)
- Person responsible for the module
- Birnkraut, Gesa
- Teachers
- Birnkraut, Gesa