Marketing and Public Relations

22M1107

Master

Englisch

5.0

nur Sommersemester

1 Semester

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.

1. 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 
2. 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 
3. 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 
4. Brand management
   4.1 Relationship between brand identity and brand image
   4.2 Identity-based brand management 
5. 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

Der Arbeitsaufwand für das Modul umfasst insgesamt 150 Stunden (siehe auch "ECTS-Leistungspunkte und Benotung").

• Hausarbeit oder
• Klausur oder
• Portfolio-Prüfungsleistung

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.

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.

Knowledge of marketing and public relations.

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.

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.

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.

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.

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.

Students learn the principles of communication used in marketing and public relations to form collaborations, and to communicate with shareholders and stakeholders.

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.

This module is closely related to the “Fundraising” module, where the foundations are laid for taking the “Marketing and public relations” module.

• Management in Nonprofit-Organisations M.A. (01.09.2024)

• Birnkraut, Gesa

• Birnkraut, Gesa