BPV_MVVS Marketing, fundraising and Communication in Non-profit Sector

Faculty of Economics and Administration
Spring 2024
Extent and Intensity
2/2/0. 6 credit(s). Type of Completion: zk (examination).
Taught in person.
Ing. Filip Hrůza, Ph.D. (lecturer)
Mgr. Simona Škarabelová, Ph.D. (lecturer)
Ing. Filip Hrůza, Ph.D. (seminar tutor)
Mgr. Simona Škarabelová, Ph.D. (seminar tutor)
Guaranteed by
Mgr. Simona Škarabelová, Ph.D.
Department of Public Economics – Faculty of Economics and Administration
Contact Person: Jana Biskupová
Supplier department: Department of Public Economics – Faculty of Economics and Administration
Wed 12:00–13:50 P304, except Wed 3. 4.
  • Timetable of Seminar Groups:
BPV_MVVS/01: Wed 14:00–15:50 P403, except Wed 3. 4., S. Škarabelová
BPV_MVVS/02: Wed 10:00–11:50 P104, except Wed 3. 4., F. Hrůza
The course is designed for students of the regular study form in the Public Economy and Administration and Arts Management fields of study.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
there are 9 fields of study the course is directly associated with, display
Course objectives
At the end of the course students should be able to: understand and explain the specifics of marketing in the public, or non-profit organization ;
on acquired knowledge applicate marketing tools in praxes or public, or non-profit organization;
work with information about public, or non-profit organization and their environment for making marketing strategies of these institutions ;
evaluate current marketing of the public, or non-profit organization ;
create plan of communication, plan of fundraising (i.e. raising funds for non-profit organizations), plan of sponsoring of the public, or non-profit organization ;
Learning outcomes
Upon successful completion of this course the student should be able to identify, define and describe basic elements, characteristics and specifics and distinguish between different approaches and directions of marketing in the public sector (public administration, NGO), work with and use different marketing tools and methods and apply them to the practice of public, nonprofit organizations, through the implementation of team projects that students process during the semester on the basis of assignment and in cooperation with real organizations (public administration, NGOs). By combining the theory and practice students will learn within this course critical and analytical thinking, synthesis of the acquired knowledge and findings, also preparation and setting of relevant marketing strategy procedures for different types of non-profit organizations. Students will learn through the implementation of the project how to analyze and build a communication, media, fundraising, sponsorship plans of the organization and, in conjunction with interpretation and theory, will understand the internal interconnection of all these areas, which is finally verified by the test.
  • Plan of course:
  • 1.Marketing - basic facts, history, marketing steps.
  • 2. Marketing mix in the non-profit sector. Marketing of services.
  • 3.Market segmentation. Positioning and Repositioning.
  • 4.Strategy marketing plan.
  • 5. Communication in the non-profit sector.
  • 6. Public Relation in the non-profit sector.
  • 7. Crises communication. Lobbing.
  • 8. Advertising.
  • 9. Fundraising.
  • 10. Fundrasinigs´methods.
  • 11. Work with the donors.
  • 12. On-line marketing.
  • 13. New trends in marketing.
    required literature
  • Donor cultivation and the donor lifecycle map :a new framework for fundraising. Edited by Deborah Kaplan Polivy. 1 online r. ISBN 9781118603765. info
  • BIN-NASHWAN, Al-Daihani SA, M ABDUL-JABBAR, H AL-TTAFFI and LHA. Social solidarity amid the COVID-19 outbreak: fundraising campaigns and donors' attitudes. International Journal of Sociology and Social Policy. BINGLEY: Emerald, 2020, 15 pp. ISSN 0144-333X. Available from: https://dx.doi.org/10.1108/IJSSP-05-2020-0173. info
  • Successful marketing strategies for nonprofit organizationswinning in the age of the elusive donor. Edited by Barry McLeish. 2nd ed. New York: Wiley, 2011, xxxii, 256. ISBN 9780470925515. info
    recommended literature
  • BAČUVČÍK, Radim. Marketing neziskových organizací. 1. vyd. Zlín: Radim Bačuvčík - VeRBuM, 2011, 190 s. ISBN 9788087500019. info
  • ŠKARABELOVÁ, Simona. Marketing ve veřejném sektoru (Marketing in Public Sector). první. Brno: MU, 2007, 201 pp. elektronické skriptum. ISBN 9788021042926. info
  • KOTLER, Philip and Alan R. ANDREASEN. Strategic marketing for nonprofit organizations. 6th ed. Upper Saddle River: Prentice-Hall, 2003, vii, 536. ISBN 013041977X. info
  • SELTZER, Michael. Securing your organization's future : a complete guide to fundraising strategies. Rev. and expanded ed. New York: Foundation Center, 2001, xv, 695. ISBN 0879549009. info
    not specified
  • BOUKAL, Petr. Fundraising pro neziskové organizace. První vydání. Praha: Grada, 2013, 260 stran. ISBN 9788024744872. URL info
Teaching methods
Lectures, class discussion, group projects, presentations of outputs, homeworks In case of departure for a study stay (Erasmus+), contact the subject guarantor. In this case, the option is offered to (1) take a similar course at a foreign university or (2) take it as part of a combined form of study or (3) enroll in it a year later. Details will be discussed in e-mail communication with the guarantor or subject teacher.
Assessment methods
Final multiple choice test (20 questions = 20 points´, success minimum 12 points.) Final (group) project - output in writing and oral form (ppt. presentation of marketing tools). BeIf the student enrolls in the course at the time of his trip abroad, he must study the materials in the Study Materials of the subject remotely, write an online test and submit a seminar paper, which he prepares himself. part of seminars less in 60 %
Language of instruction
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
General note: Pokud se zapíše méně než 15 studentů, může být předmět vyučován více individuálně, příp. blokovou formou.
Teacher's information
The lectures are available from the recording - from the covid era.
The course is also listed under the following terms Spring 2010, Spring 2011, Spring 2012, Spring 2013, Spring 2014, Spring 2015, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Spring 2019, Spring 2020, Spring 2021, Spring 2022, Spring 2023, Spring 2025.
  • Enrolment Statistics (recent)
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