90-843 Positioning and Marketing Strategies for Social Enterprises and Entrepreneurial Nonprofits
Students will receive both a theoretical and practical introduction to positioning, marketing, branding and stakeholder engagement strategies. Each student will be required to write a series of short papers (600 to 750 words) about subjects assigned by the instructor and a 1,500- to 2,000-word final paper about a topic chosen by the student. There will be no exams.
Among other subjects, the course will cover:
- Basic principles, including the differences between strategic and tactical marketing
- The "organized abandonment" process (learning how to become great at something rather than good at many things)
- How to conduct market research efficiently, effectively and affordably
- How to enter a market: The pros and cons of five common strategies
- How to create a strategic framework for your marketing plan
- How to create a memorable brand (for a product, an organization or a movement)
- How to identify and mobilize stakeholders to support your brand
- How to craft powerful messages that win share of mind and build awareness, understanding and credibility
- How to avoid the most common communications traps
- How to calm stakeholders during times of crisis
- How to reduce resistance to a new product or service
- How to form strategic partnerships with corporations, small businesses, public sector agencies and nonprofits
- How to develop tactical marketing plans for each program, product and service (the “marketing mix” -- packaging, pricing, distribution channels and marketing communications)
- How to measure the success of your marketing plans, strategies and tactics – and make course corrections
