Enm@uw

Course Syllabus: Marketing for Mission-Driven Organizations

Taught by: Days: Time: Classroom: Email/Phone: Office /Hours:

Erica Mills Thursdays, September 29 through December 8, 2016 2:30-5:20pm Parrington Remak Commons enm@uw.edu and 206-351-8504 Thursdays 1-2pm, Parrington 203B

Course Overview

This class will give students an understanding of how organizations can use marketing to strategically advance their mission. We will look at how you create a marketing action plan--the why, what, who, and how. By the end of the quarter, students will have the skills and knowledge to market any organization, idea, cause, project, service, product or program...so long as it is intended to make the world a better place.

This class is also meant to build students' ability to be effective public speakers, in both formal and informal settings. As such, students are expected to be lively participants in the course, contributing to class discussions, actively engaging in group work, and thoughtfully reflecting on what they are learning along the way.

Unlike other subjects, there are few hard and fast rules in marketing. We will use tried and true frameworks for developing a marketing action plan, including messaging. Students are expected to learn how to use these and adapt them for different settings and audiences. Dealing with ambiguity will be part of what students grapple with, both as individuals and as a class.

Overview: week by week

In this overview, `you' and `your' refer to the organization you are focusing on for your group project.

This course will use a combination of lectures and in-class discussion. For all but two of the lectures, there are on-line videos lectures. To access the video lectures, go to: (PW: UWFallQuarter2016)

Each video lectures also comes with a Study Guide, which you can find under the files. The Study Guide contains Lecture Notes and Assignments. We will be discussing the assignments in class. The more you have completed of each assignment, the more you will get out of that week's class. At a minimum, please review the materials in advance.

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS

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Week 1 Sept 29

1 Sept 29

Lesson: Question

Objectives

Prep Work

What is marketing?

Look at marketing as a discipline

Read Why Behavioral Economics is Really Marketing by Philip Kotler

Download Lesson 1 Study Guide

Lesson 1: Why do you exist?

Create a Belief Proposition

Understand the role of Vision and Mission Statements

Know your values

Read 3 Statements that Can Change the World: Vision, Mission and Values by Hildy Gottlieb

Watch How great leaders inspire action TEDx Talk by Simon Sinek

Further Reading (Optional)

Start with Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek

2 Oct 6

Lesson 2: What do you want to be known for?

Identify the one thing you want to be known for

Download Lesson 2 Study Guide

Read How We Remember, and Why We Forget by Ashish Ranpura

Read Defining Your Competitive Advantage by Mollie West & Andy Posner

Read SWOT Analysis: Identifying Your Competitors by Erica Olsen from Strategic Planning Kit for Dummies

Read Pitchfalls: why bad pitches happen to good people by Erica Mills

Learn what distinguishes you from the competition

Further Reading (Optional)

Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant by W. Chan Kim and Renee Mauborgne

Differentiate or Die: Survival in Our Era of Killer Competition by Jack Trout and Steve Rivkin

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS

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Download Lesson 3 Study Guide

Read The Role of Brand in the Nonprofit Sector by Kylander, Nathalie and Christopher Stone from SSRI, Spring 2012

Watch

What is

2 Oct 6

Branding?

from Norwich

Lesson 3: What is your Brand Personality?

Understand how branding lays the foundation for effective communication

Business School

Read Pick the Right Color for Design or Decorating with This Color Psychology Chart by Melanie Pinola

Learn how to use visual, narrative and experiential gears to build your brand

Read The Psychology of Typography by Libby Coy

Define the three adjectives that best define your brand personality

Further Reading and Watching (Optional)

?

Building Strong Brands by David A.

Aaker

?

Breakthrough Nonprofit

Branding: Seven Principles to Power

Extraordinary Results by Jocelyne S.

Daw, Carol Cone, Kristian Darigan Merenda,

and Anne Erhard

?

Why city flags may be the worst-

designed thing you've never noticed by

Roman Mars at TED

?

Brand Driven: The Route to

Integrated Branding Through Great

Leadership by Susan V. Davis, F. Joseph

Lepla, and Lynn M. Parker

?

Even Graphics Can Speak With a

Foreign Accent by Chiqui Esteban

2 Oct 6

Lesson 4: What is in your Organizational Lexicon?

Identify which words best reflect your brand personality and create a consistent voice

Download Lesson 4 Study Guide

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS

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Speed Pitching!

for your whole organization to use

Bring awareness to which words you currently use and what that says about your organization

Watch

The Secret Life of

Pronouns

TEDx

Talk by James Pennebaker

Read Words to Avoid in 2016 by from Big Duck

Read Lake Superior State University's 41st Annual List of Banished Words.

Listen to (or read the transcript of) Business Jargon Is Not a "ValueAdd," an interview with Dan Pallotta by Sarah Green from the Harvard Business Review

Further Reading (Optional)

The Secret Life of Pronouns: What Our Words Say About Us by James W. Pennebaker

3 Oct 13

Download Lesson 5 Study Guide

Lesson 5: What are your Learn the difference between organizational goals and goals and objectives marketing objectives?

GUEST

Understand how marketing supports organizational goals

Peter Drury, Director, Corporate & Foundation Relations at Seattle Children's

Be able to set SMART marketing objectives

Read Difference between Goals and Objectives

Read (and watch embedded video) Do Goals Hurt Your Chance of Success? by Sean Stannard-Stockton from SSIR

Review your organization's strategic plan or see "Further Reading" for help in creating one

Further Reading (optional)

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS

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The Nonprofit Strategy Revolution: Real-Time Strategic Planning in a Rapid-Response World by David La Piana

Strategic Planning for Nonprofit Organizations by Michael Allison and Jude Kaye

Shaping the Future: The Board Member's Role in Nonprofit Strategic Planning by Gary J. Stern

4 Oct 20

Download Lesson 6 Study Guide

Watch The tribes we lead Ted Talk by Seth Godin's

Review survey results (optional)

Lesson 6: Who are your believers?

Release the false notion that the general public is a target

audience

Understand what drives loyalty

Get to know your tribe

Pay attention to the values they noted in the "What is important to you" section

?

Get to know what

inspires and motivates your

believers

Further Reading (Optional)

Join the Club: How Peer Pressure Can Transform the World by Tina Rosenberg

Tribes by Seth Godin

4 Oct 20

Understand why projecting your preferences is so dangerous

Download Lesson 7 Study Guide

Lesson 7: Who is your ideal supporter?

Know how the concept of

"mutable identities" relates to Watch

Follow the Frog

by

messaging

Rainforest Alliance, an organization that

Be able to create a persona of knows what their supporters do and pokes

your ideal supporter(s)

fun at it to engage them

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS

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