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PADM 7040 Nonprofit Management

PADM 7040 Nonprofit Management. Week 6 Topic Overview Jerry Merwin. Week 6 Overview. Readings: Andreason & Kotler Chapter 6 Segmentation, Positioning and Branding . Strategic Marketing for NonProfit Organizations. Part II. STRATEGIC PLANNING AND ORGANIZATION.

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PADM 7040 Nonprofit Management

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  1. PADM 7040 Nonprofit Management Week 6 Topic Overview Jerry Merwin

  2. Week 6 Overview • Readings: • Andreason & Kotler Chapter 6 Segmentation, Positioning and Branding.

  3. Strategic Marketing for NonProfit Organizations • Part II. STRATEGIC PLANNING AND ORGANIZATION. • Chapter 3. Strategic Marketing Planning. • Chapter 4. Understanding Consumer Behavior. • Chapter 5. Acquiring and Using Marketing Information. • Chapter 6. Segmentation, Positioning and Branding.

  4. Strategic Marketing for NonProfit Organizations Chapter 6 • Segmentation, Positioning and Branding • Ken has provided us with the presentation for Part 1 of chapter 6. • Janice is responsible for the presentation on Part 2 of chapter 6.

  5. Week 6 Discussion Questions • Choose one question – • Assume you are the marketing director of your local YMCA. You have been charged with increasing membership in various “Y” activities. • Identify five PRIZM clusters and suggest how you would develop different approaches for each cluster. • How often should an organization consider its market position? • What are some key events that might trigger an evaluation of one’s market positioning? • Explain the relationship between an organization’s strengths and weaknesses and its market positioning.

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