Course Description

Marketing is a critical capability in the social sector and for non profit organisations competing for service users, donors and supporters. Use this course as a starting point to familiarise yourself with the concepts of marketing, understand the special role of marketing in social services, and start your marketing plan. Develop your market segmentation - a powerful tool for effective marketing. A full marketing plan can be developed by doing all the courses in the Marketing bundle.

In this short course, learn how to -

  • Identify the role of marketing in your social organisation or non profit
  • Spot the differences in marketing for social markets, and the risks to keep an eye on
  • Understand the notion of the customers vs clients or beneficiaries
  • See the connection between marketing and markets, and the role marketing plays in connecting supply to demand
  • Apply the 4 Ps of marketing - product, place, price and promotion
  • Highlight the role of product or service design and development and its impact on marketing success
  • Think through your distribution questions to ensure your offering is accessible in the right places
  • Develop your pricing approach to send the right signals to your customers
  • Develop your segmentation and capture details about each market segment - critical to effective marketing
  • Start your marketing plan in two sections - market strategy and marketing activity planning

Included resources -

  • 56 minutes of video instruction
  • Marketing plan elements list and course references
  • Easy-to-use templates in editable Microsoft Powerpoint so you can start your own marketing plan

Sample Template Previews

YouLead Founder

Dale Renner

Dale is a strategy and innovation consultant with 17 years Australian and international experience working for leading organisations in a wide range of industries including health, education, energy, wine, financial services, government and the social sector. He advises senior management in social sector and not-for-profit organisations. His passion is to drive more innovation to social problems through empowering social organisations with the latest innovation tools, capabilities and strategies.He is Director of YouLead and Iconic Consulting - with a focus on social sector organisations. Dale is a former Board member of VCOSS and Hagar Australia, and Co-Lead of Unreasonable Lab Australia. He holds degrees in Law and Economics. Contact Instructor: LinkedIn | Email | Twitter | Website

Course curriculum

  • 1

    1. Marketing in social markets

  • 2

    2. Key concepts in marketing

    • Key Concepts of Marketing for beginners

    • 4 Ps of Marketing - Product,, Place, Price, Promotion
  • 3

    3. Overview of Marketing Course Program Bundle

    • Overview of Marketing Program - 2 Parts: Strategy and Activity Planning
  • 4

    4. Segmentation - breaking down you market

    • Segmentation Model

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