非營利行銷-國立臺北大學(xué)

1、2024/3/1,非營利行銷課程,1,非營利行銷,國立臺北大學(xué)合經(jīng)所碩士班課程授課教師：方珍玲副教授,2024/3/1,非營利行銷課程,2,教學(xué)目標(biāo),將非營利行銷概念介紹給對非營利事業(yè)已稍有瞭解的學(xué)生了解非營利事業(yè)行銷之用途及應(yīng)用撰寫行銷方案計(jì)畫—利用觀念性工具，發(fā)展新產(chǎn)品及服務(wù),2024/3/1,非營利行銷課程,3,教學(xué)方式及時程安排,上課時間：星期五上午9點(diǎn)至12點(diǎn)上課地點(diǎn)：原則在三峽校區(qū)商學(xué)院801教室上課有特殊情形則

2、改在臺北校區(qū)合經(jīng)所研討室上課上課期間：93年9月16日至93年12月31日,2024/3/1,非營利行銷課程,4,上課方式：面授、報告、討論、參與研討會、校外參訪等測驗(yàn)方式及時間：期中考(11月20日)期末報告1月7日繳交上課期間：93年9月16日至93年12月31日,教學(xué)方式及時程安排(續(xù)),2024/3/1,非營利行銷課程,5,評量方式：平時成績40%出缺席次數(shù)參與討論內(nèi)容及次數(shù)課堂口頭報告之準(zhǔn)備程度期中考3

3、0%期末報告30%,教學(xué)方式及時程安排(續(xù)),2024/3/1,非營利行銷課程,6,1、Strategic Marketing for Nonprofit Organizations, 3rd, 4th, 6th eds. Alan R. Andreasen, Philip Kotler, Prentice Hall, Upper Saddle River, New Jersey, 1991, 1996, 20032、Market

4、ing Management for Nonprofit Organizations, Adrian Sargeant, Oxford, 19993、Marketing in the Not-for-Profit Sector, Margaret Kinnell, Jennifer MacDougall, 19974、Other Journal Papers,教科書及參考文獻(xiàn),2024/3/1,非營利行銷課程,7,Section 1

5、 (9/24-10/8)Developing a Customer OrientationThe Growth and Development of Nonprofit MarketingDeveloping a Customer-Centered Mindset,教學(xué)大綱及進(jìn)度,2024/3/1,非營利行銷課程,8,Section 2 (10/15-11/5)Strategic Planning and Organizatio

6、nThe Strategic Marketing Planning ProcessUnderstanding Consumer(Target Audience) BehaviorDeveloping a Core Marketing Strategy: Segmentation, Positioning, Branding,教學(xué)大綱及進(jìn)度,2024/3/1,非營利行銷課程,9,Section 3 (11/12-11/26)De

7、veloping and Organizing Resources Generating FundsAttracting Human Resources：Staff, Volunteers, and BoardsWorking with Private Sectors,教學(xué)大綱及進(jìn)度,2024/3/1,非營利行銷課程,10,Section 4 (12/3-12/17)Designing the Marketing Mix So

8、cial MarketingManaging Perceived CostsFacilitating Marketing BehaviorsManaging Communications：Channel, Advertising and Personal Persuasion,教學(xué)大綱及進(jìn)度,2024/3/1,非營利行銷課程,11,NPO- Non-Profit OrganizationNFP-- Not-For-Profit

9、OrganizationNFGO-- Not-For-Gain OrganizationPVO-- Private Voluntary OrganizationNGO--Non Government Organization,Mnemonic & Description,2024/3/1,非營利行銷課程,12,NGO subgroupsGONGO-- Government Organized Non Government

10、 OrganizationQUANGOs -- Quasi Autonomous Non Governmental OrganizationBONGOs-- Business Organized Non Governmental OrganizationFONGOs-- Funder Organized Non Government OrganizationPONGOs– Political Organized Non Gove

11、rnment Organization,Mnemonic & Description,2024/3/1,非營利行銷課程,13,12 GroupsNational Taxonomy of Exempt Entities(NTEE)Assign 4 digit-code to each distinct category of nonprofit First digit- the purpose of the organiza

12、tionSecond and third digit-the major focus of the organization’s programsFourth digit- the Nature of the primary beneficiary group,A Classification of Nonprofits,2024/3/1,非營利行銷課程,14,Group1 : Culture and RecreationOrga

13、nization and activities in general and specialized fields of culture and recreation1100 Culture Media and CommunicationsVisual Arts, Architecture, Ceramic ArtPerforming ArtsHistorical, Literary and Humanistic Societ

14、ies MuseumsZoos and Aquaria,A Classification of Non-profits,2024/3/1,非營利行銷課程,15,Group1 : Culture and Recreation1200 recreationSports Clubs Recreation and Social Clubs1300 Service ClubsSee R.2 Chapter1 Introductio

15、n PP.4-6,A Classification of Nonprofits,2024/3/1,非營利行銷課程,16,Group2 : Education and ResearchOrganizations and activities administering, providing, promoting, conducting, supporting and serving education and research2100

16、 Primary and Secondary EducationElementary, Primary and Secondary Education2200 Higher Education fundraising OrganizationsHigher Education,A Classification of Nonprofits,2024/3/1,非營利行銷課程,17,Group2 : Education and Res

17、earch2300 Other EducationVocational/Technical SchoolsAdult/Continuing Education2400 ResearchMedical ResearchScience and TechnologySocial Sciences, Policy Studies,A Classification of Nonprofits,2024/3/1,非營利行銷課程,18,

18、Heterogeneity-more diverse population, larger profit sector.Scope of the Welfare State-fill the most important gaps left by the stateLevel of Development-middle class base helps the country transiting from developing t

19、o developedLegal Framework-common law systems are more conduciveHistorical Traditions-each society thus evolves its own pattern of social supports.,Five sets of important factors explaining the scope & scale of NPO