THE UNIVERSITY OF MONTANABMISSOULA
THE UNIVERSITY OF MONTANA
Political Science Department
COURSE SYLLABUS
COURSE NUMBER AND TITLE: NPAD460-SP19-Robinson
Nonprofit Marketing and Social Media
DATE REVISED: Spring 2019
SEMESTER CREDITS: 2
FACULTY: Niki Robinson
E-MAIL ADDRESS: niki.robinson@mso.umt.edu
PHONE NUMBER: 243-7802
OFFICE LOCATION: Missoula College, #406
OFFICE HOURS: by appointment
COURSE DESCRIPTION:
This course provides students with an overview of basic marketing principles and social media strategies. Students will learn steps to create a Social Media Marketing Plan to further the mission of a nonprofit organization. Students will analyze and select appropriate communication channels and technologies according to relevant publics.
Professor Expectations: Correspondence through email requires the course name as Subject, as I teach many classes each semester. I check my email often and this is the best way to get in touch with me. Check your student email account for emails from me, as well. Check Moodle regularly for assignments, grades, updates and announcements. Post to the Forums throughout the week – do not wait until Sunday night. It is best to post to the Forums earlier in the week and post comments to other posts later in the week.
STUDENT PERFORMANCE OUTCOMES:
Upon completion of this course, the student will be able to:
1. evaluate suitability of media content and use best communication practices to promote a positive organizational image.
2. apply business relationship marketing techniques to enhance social communities.
3. monitor issues and analyze trends across various social media platforms.
4. manage media through professional, accessible, and ethical practices expected in our global society.
5. apply marketing theory and techniques as applied in a nonprofit environment.
6. monitor social media and present relevant data, trends, successes and issues.
STUDENT PERFORMANCE ASSESSMENT METHODS AND GRADING PROCEDURES:
Weekly assignments, forums, and final projects will be given point values. Total points earned divided by total points possible will represent the percentage grade.
Grading Scale
A 90 - 100
B 80 - 89
C 70 - 79
D 60 - 69
REQUIRED TEXT: Social Media Marketing, Tuten & Solomon (3rd Ed.) is suggested. All readings will be presented on Moodle.
Undergraduate/Graduate requirements: There will be an assignment and/or discussion forum each week requiring submission by Sunday night 11:59 pm. As the course progresses, you will complete a Social Media Marketing Plan for the nonprofit organization of your choice. You will work on this project in stages, with the completed plan submitted for the final (6–12 pages, 100 pts).
*Graduate students are required to include a section on “Policies and Procedures” for their organization with their final project. A social media policy outlines how an organization and its employees should conduct themselves online. It helps safeguard your brand’s reputation, defends against security risks, and encourages employees to responsibly share the company’s message consistently across channels. It is considered a living document with ongoing updates as necessary. (2-3 pages, 25 pts)
ACADEMIC HONESTY: All students must practice academic honesty. Academic misconduct is subject to an academic penalty by the course instructor and/or a disciplinary sanction by the University. All students need to be familiar with the Student Conduct Code. The code is available for review online at .
ACCESSIBILITY:
The University of Montana assures equal access to instruction by supporting collaboration between students with disabilities, instructors, and Disability Services for Students. If you have a disability and plan to request modifications for this course, please contact your instructor during the first week of the semester so that modifications can be provided in a timely manner.
REQUEST FOR WITHDRAWAL: Request for Withdrawal from the course must be submitted in writing to Janie Spencer, School of Extended and Lifelong Learning (formerly Continuing Education) prior to the last week of the course. Refunds are not granted for withdrawals made after course registration deadlines.
COURSE OUTLINE:
Week 1: What is Marketing?
• Define and outline the steps in the marketing process
• Five core marketplace concepts
• 3 key elements of customer-driven marketing
• customer relationship management
Do: Forum #1, Assignment 1 questions
Week 2: What is Nonprofit Marketing?
• Define Nonprofit marketing
• Defining the target market
• Marketing for businesses versus nonprofit organizations
• Strategies and concepts for nonprofit marketing
Do: Forum #2, Categories assignment
Week 3: What is Social Media Marketing?
• Social Media vs. Traditional Media
• Becoming a part of the Network Nature
• Social Media, Social Media Marketing, Web 2.0
• Social media value chain and the marketing mix
Do: Forum #3 Social Media footprint
Week 4: What is Your Nonprofit’s Story?
• Understand the power of storytelling in nonprofit marketing.
• Define inspirational plots that nonprofits can use.
• Know where to find good stories in an organization and how to use them.
• Apply storytelling concepts to a nonprofit marketing campaign.
Do: Forum #4 – Sharing your nonprofit’s story
Week 5: What is a Social Media Marketing Plan?
• Social media marketing plan and an organization’s overall planning framework
• Steps in social media marketing strategic planning
• Key components of an organizational social media policy*
*Graduate credit requires the inclusion of a social media policy for final project
Do: Forum #5 – Marketing Strategies
Week 6: Begin Social Media Marketing Plan
• Conducting a situation analysis on a nonprofit organization.
• Determine strengths and weakness within the nonprofit organization.
• Determine opportunities and threats outside the nonprofit organization.
• Understand the 5 C's of marketing
Do: Forum #6, Submit part 1 of SMM plan
Week 7: State Objectives/Insight into Target Audience/Determine campaign goals.
• Write objectives to meet goals and organization's strategic plan.
• Develop a profile of the target audience.
• Develop a profile of the audience's social media participation.
Do: Forum #7, Submit part 2 SMM plan
Week 8: Select Social Media Zones and Vehicles
• Community
• Publishing
• Entertainment
• Commerce
Do: Forum #8, Submit part 3 SMM plan
Week 9: Create an experience strategy encompassing selected zones
• Designing experience
• Emotional connection
• Engagement
• Capture customer feedback
Do: Forum #9, Submit part 4 SMM plan
Week 10: Establish an Activation Plan and Manage and Measure
• Calendaring
• Monitoring
• Measurement
Do: Forum #10, Submit complete SMM plan
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