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COM 546: Nonprofit Marketing and Public Relations
Course Description: This course is a practice-oriented, graduate-level seminar course. We will be covering the management of public relations, marketing, and advertising activities in philanthropic organizations, including the design and evaluation of strategic communication programs, fundraising campaigns, and branding and cause-related marketing. You will learn about the role of strategic communications in nonprofit organizations by examining their public relations and communication needs, strategies and actions from both a theory-based and practice-based perspective.
The focus of this course is more broad than simply learning how to produce communication tactics, such as news releases or policy papers. It provides an opportunity to study issues related to the philanthropic sector and its management of relationships with its many stakeholders, from members to regulators to media. Both courses provide career preparation and conceptual foundations for students interested in becoming agents of change in fields such as the environment, the arts, health, education, and human services.
Course Objectives: The goal of the course is to provide an understanding of the communication needs and processes in philanthropic organization. You will learn effective strategies, rooted in sound public relations theoretical and conceptual frameworks, for communicating with philanthropic stakeholders’ stakeholders. Upon successful completion of this course, you should be able to: · Understand and explain the social, economic, and political realities of the philanthropic sector · Discuss the trends and current issues facing nonprofit organizations · Analyze nonprofit organizations’ communication material to evaluate their effectiveness
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Researching and Teaching a Strategic Approach to Public Relations and Nonprofit Management while Maintaining a Sense of Fun and Adventure |
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Richard D. Waters, Ph.D.
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