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Nonprofit Marketing Management

Many nonprofit organizations lack the knowledge of how to utilize successful marketing fundamentals in a cost-effective way to further their mission activities. The certificate in nonprofit marketing management provides a comprehensive overview of the marketing process and the skills needed to increase the effectiveness of marketing techniques in your organization.

In the certificate program, you will study the role of marketing in a mission-based organization, segmentation and target market selection, and differentiated position or brand identity for nonprofits. Upon completion of the certificate, you’ll understand the basic principles of effective marketing for your organization, from market research to program implementation. You’ll acquire the skills to prepare an effective marketing plan for your organization and execute cost-effective, integrated marketing communications, including the use of digital media.

Through a course schedule that can be completed entirely face-to-face or through both in-person and online classes, the program’s flexibility and affordability will allow you to complete your certificate in as little as 12 months, giving you a valuable credential to add to your resume as you advance your career. All certificate courses can also be applied toward a degree, such as a master of nonprofit administration or master of management.

A leader in nonprofit education, North Park University’s School of Business and Nonprofit Management offers small class sizes and respected professional faculty who are dedicated to helping you achieve your educational and professional goals. You’ll learn alongside peers who are also committed to the nonprofit sector as you build your experience as a successful, ethical leader in your organization.

Courses

These five classes are required for the certificate in nonprofit marketing management. Click on a course title to read its description.

Review our semester schedules to see current offerings, including online and on-campus classes.

SBNM 5520 – Management and Marketing of Services
This course focuses on increasing the service organization's competitive differentiation, service quality, and productivity. A service is intangible and cannot be stored. Service industries include the government sector (post office, regulatory agencies, military services), the private nonprofit sector (hospitals, churches, universities, museums), and part of the business sector (airlines, banks, insurance companies, real estate firms, motion picture companies, hotels). The role of presale service and post-sale service is emphasized during the study of product support services. Heavy emphasis is placed on the human element necessitated in service organizations.

SBNM 5630 – Integrated Marketing Communications
Marketing Communications will focus upon the ever-expanding communications function within the traditional packaged goods arena, the business-to-business sector, and the nonprofit organization. Advertising, sales promotions, direct marketing, and electronic commerce will be assessed. The backdrop of these communication functions, namely the notion of the consumer culture, will be integrated into the course. Social, ethical, and economic perspectives will be incorporated as well.

SBNM 5650 – Digital Marketing
This course examines how interactive technologies impact industries, redefine organizational structure and culture, and influence supply and demand. The course addresses popular e-business models and their impact on consumer behavior. The majority of the course explores how organizations can leverage e-enabled strategies across the marketing mix to achieve competitive advantage. Also addressed will be the impact of these new business models on organizational culture, emerging opportunities that may shape the future of business and marketing, and ethical issues in e-marketing.

SBNM 5680 – Nonprofit Marketing Analysis and Consumer Behavior
This course focuses on developing a working knowledge of marketing as it applies to nonprofit organizations. Emphasis will be placed on developing a customer orientation, marketing planning and organization, and developing and organizing resources.

SBNM 5681 – Advanced Nonprofit Marketing Management
This course emphasizes the implementation of the strategic marketing mix in nonprofit organizations. Subjects stressed include: developing products and services; pricing and perceived costs; placing and locating services; and communicating and promoting activities. Other topics examined are planning, budgeting, evaluating, and controlling various marketing elements.

Gainful Employment Information

North Park University is required to provide detailed information about the gainful employment of our students who enroll in School of Business and Nonprofit Management certificate programs. These disclosures will assist students in making informed enrollment decisions with regards to the possible employment opportunities that accompany each of the certificate programs.

Crendalyn Fitzgerald, School of Business and Economics professor