THIS SYLLABUS IS SUBJECT TO CHANGE.
Sonoma State University POLS 585
meets Monday evenings starting
October 27, 2008 in Stevenson 2079(?).
POLS585 SYLLABUS preliminary,
subject to change
(updated 10/30/08)
LEARNING OBJECTIVES:
1
To become familiar with marketing terminology,
activities, disciplines, and expectations.
2
To gain experience in developing and presenting a
marketing plan.
3
To prepare students for marketing management tasks
within a nonprofit agency.
BY THE END OF THE COURSE, STUDENTS WILL HAVE . . .
. . .
Analyzed competition to his/her organization.
. . .
Developed a positioning strategy for promoting the
organization.
. . .
Piloted audience and media research and drafted a
marketing plan, including a budget and
implementation timeline
. . .
Delivered an oral, formal marketing plan
presentation
READINGS:
(there is no textbook, only readings assigned in the
library, on the internet, or in handouts)
#
DATE
TOPICS
MATERIALS
1
10/27/08
COURSE OVERVIEW
Syllabus
MARKETING TERMS & FORMS
PREVIEW WORKSHEET 1
Worksheet 1
SELECTING YOUR NONPROFIT URGENT
Letter (click to
download)
OTHER
2
11/3/08
REFRESHMENTS: Michelle
READINGS DUE, REVIEW
See Worksheet 1 , also
Cheap Market
Research
WORKSHEET 1 DUE, REVIEW
Worksheet 1
STUDENT PRESENTATIONS
Nonprofit profiles
PREVIEW WORKSHEET 2
Worksheet 2
GUEST SPEAKER?
MARKET RESEARCH
3
11/10/08
REFRESHMENTS: Jody
READINGS DUE, REVIEW
See Worksheet 2
WORKSHEET 2 DUE, REVIEW
Worksheet 2
STUDENT PRESENTATIONS
PREVIEW WORKSHEET 3
Worksheet 3
GUEST SPEAKER: KPG
4
11/17/08
REFRESHMENTS: Maggie
READINGS DUE, REVIEW
See Worksheet 3
WORKSHEET 3 DUE, REVIEW
Worksheet 3
STUDENT PRESENTATIONS
PREVIEW WORKSHEET 4
Worksheet 4
GUEST SPEAKER:CCE
First 5
5
11/24/08
REFRESHMENTS: Anya and Eric
READINGS DUE, REVIEW (Strategic Marketing Ch11,
Marketing Management Ch13, )
See Worksheet 4
WORKSHEET 4 DUE, REVIEW
Worksheet 4
STUDENT PRESENTATIONS
PREVIEW MARKETING PLAN
Marketing plan TOC
GUEST SPEAKER?
6
12/1/08
REFRESHMENTS: Christine
DRAFT MARKETING PLAN DUE, REVIEW
Marketing plan TOC
STUDENT PRESENTATIONS
PREVIEW WORKSHEET 5
Worksheet 5
IN-CLASS CONSULTATIONS
7
12/8/08
REFRESHMENTS: Donny
READINGS DUE, REVIEW
See Worksheet 5
WORKSHEET 5 DUE, REVIEW
Worksheet 5
STUDENT PRESENTATIONS
PREVIEW PRESENTATION GUIDELINES
Oral presentation guidelines
FEEDBACK ON WORKSHEET 5
Worksheet 5
8 (LAST CLASS)
12/15/08
REFRESHMENTS: Medhane
FINAL MARKETING PLAN DUE, REVIEW
STUDENT PRESENTATIONS
Oral marketing presentation
Grading:
Class attendance and participation
20%
Worksheets: quality of thinking,
organization and clarity (including grammar,
spelling, neatness, thoroughness)
30%
Final Marketing Plan (written):
quality of thinking, organization and clarity
(including grammar, spelling, neatness,
thoroughness)
30%
Oral presentation of Marketing Plan:
organization and clarity
(including thoroughness and simplicity)
20%
100%
A
100-96
A-
95-91
B+
90-86
B
85-81
B-
80-76
not passing
75 or less
Expectations:
Laptops are
permitted in class for the purposes of note-taking
only. Active learning and professional caliber work
are the norms. Plagiarizers will be debited.
Your Nonprofit:
You will write a
marketing plan as your culminating project. YOU
MUST SELECT THE NONPROFIT on which you will focus by
Class #2. It should be a nonprofit that you are
familiar with, that is accessible to you (as in, you
could go to their offices and talk with managers if
necessary), and that would cooperate with your
marketing plan development. Possibly even
appreciate!
Email the Professor
at POLS585@starbirdcreative.com or phone her at 707 778 7277.
pgs
MARKETING PLAN CONTENTS
preliminary, subject to change
(updated 9/3/08)
1-2
Executive Summary
Description of the Nonprofit
Target audience definition
Competitive profile
Positioning Statement
Logic model, SMART goals, and marketing strategy
Product-Price Exchange
1-2
Schedule & Budget
Schedule
Budget line items
Underlying budget rationale
1
Evaluation Plan
What will be measured
How the metric will reflect effectiveness of the marketing
1
Audience Segment
Definition
Description: geo- and demo-graphic, lifestyle, and
behavioral
Wants and Behavioral Exchange
2-4
Four Ps
Product description
Price description
Place Strategy
Promotional Plan
sales objectives
public relations objectives
stakeholder relations objectives
media relations
direct marketing objectives
partner/channel promotions
advertising objectives
Research Pilot Results and Future Research Plan
1
Consumer Research Results, Research Lessons Learned, and
Plan
1
Creative Research Results, Research Lessons Learned, and
Plan
Appendices
1
elevator speech
1
editorial pitch script
1
editorial fact sheet
1
creative brief
1
sample print ad or poster (for pre-testing and refinement)
single-space, double between paragraphs And don't forget
to proofread your final paper -- it's important!
