Marketing for Non-Profit Organizations

I.     Course Prefix/Number: MKT 132

       Course Name: Marketing for Non-Profit Organizations

       Credits: 3 (3 lecture; 0 lab)

II.    Prerequisite


III.   Course (Catalog) Description

Course concentrates on practical knowledge to assist in development of strategic planning. Content includes fund raising, finding suitable donors, attracting volunteers; developing a market and promotional plan.  Content includes mini workshops to improve public relations skills; direct marketing, advertising, evaluating fund raising opportunities and grant writing.  Intended for volunteers and executives involved in a nonprofit organization.

IV.   Learning Objectives

How to develop a customer-focused non-profit organization
How to measure and understand your customers’ needs and values
How to write and design powerful communications that generate response
How to utilize word-of-mouth strategies and community relations
Other tactics that enhance the strategic mix (advertising, publications, publicity, special events)
Overview of various approaches to funding non-profits
How to cultivate and manage boards of directors
How to organize and motivate volunteers

V.    Academic Integrity and Student Conduct

Students and employees at Oakton Community College are required to demonstrate academic integrity and follow Oakton's Code of Academic Conduct. This code prohibits:

• cheating,
• plagiarism (turning in work not written by you, or lacking proper citation),
• falsification and fabrication (lying or distorting the truth),
• helping others to cheat,
• unauthorized changes on official documents,
• pretending to be someone else or having someone else pretend to be you,
• making or accepting bribes, special favors, or threats, and
• any other behavior that violates academic integrity.

There are serious consequences to violations of the academic integrity policy. Oakton's policies and procedures provide students a fair hearing if a complaint is made against you. If you are found to have violated the policy, the minimum penalty is failure on the assignment and, a disciplinary record will be established and kept on file in the office of the Vice President for Student Affairs for a period of 3 years.

Please review the Code of Academic Conduct and the Code of Student Conduct, both located online at

VI.   Sequence of Topics

The Role of Marketing in Non-Profit Management
The Customer-Focused Non-profit
Delivering Motivating Messages
Principals of Powerful Design
Word-of-Mouth Strategies and Community Relations
Building Financial Resources for Non-Profits
Building a Strong Boards of Directors
Recruiting and Motivating Volunteers

VII.  Methods of Instruction

Presentation will include lecture, class discussion, readings, guest speakers, exercises and case studies.
Course may be taught as face-to-face, hybrid or online course.

VIII. Course Practices Required

Reading assignments
Written assignments
Oral presentations
Case Studies

CLASS PROJECT:   Identify one "customer group" that your organization could benefit from reaching better. [If you are not currently involved with a non-profit organization, select an organization you know about]. Use simple research technique(s) to find out more about them.  Then develop a marketing plan, based on the techniques discussed during class, to reach them.  The plan should be no more than 3-4 pages in length.  A format will be provided.

Course may be taught as face-to-face, hybrid or online course.

IX.   Instructional Materials

Note: Current textbook information for each course and section is available on Oakton's Schedule of Classes.

Required Texts:
“Social Marketing: Improving the Quality of Life”  by Philip Kotler, Ned Roberto, Nancy Lee; Sage Publications; 2nd edition (March 19, 2002)
“The Tipping Point: How Little Things Can Make A Big Difference,”  Malcolm Gladwell,  Little Brown, 2002

Books are available at most bookstores or

X.    Methods of Evaluating Student Progress

Grades are based on written assignments, classroom presentations, case briefs and attendance

20% Participation
40% Class Assignments
40% Final Class Project and Presentation


XI.   Other Course Information

If you have a documented learning, psychological, or physical disability you may be entitled to reasonable academic accommodations or services. To request accommodations or services, contact the Access and Disability Resource Center at the Des Plaines or Skokie campus. All students are expected to fulfill essential course requirements. The College will not waive any essential skill or requirement of a course or degree program.

Oakton Community College is committed to maintaining a campus environment emphasizing the dignity and worth of all members of the community, and complies with all federal and state Title IX requirements.

Resources and support for
  • pregnancy-related and parenting accommodations; and
  • victims of sexual misconduct
can be found at

Resources and support for LGBTQ+ students can be found at

Electronic video and/or audio recording is not permitted during class unless the student obtains written permission from the instructor. In cases where recordings are allowed, such content is restricted to personal use only. Any distribution of such recordings is strictly prohibited. Personal use is defined as use by an individual student for the purpose of studying or completing course assignments.

For students who have been approved for audio and/or video recording of lectures and other classroom activities as a reasonable accommodation by Oakton’s Access Disabilities Resource Center (ADRC), applicable federal law requires instructors to permit those recordings. Such recordings are also limited to personal use. Any distribution of such recordings is strictly prohibited.

Violation of this policy will result in disciplinary action through the Code of Student Conduct.