Professional Development

Price includes refreshments, lunch and course materials.

Level: Foundation

Key issues:

Delivering high quality service and performance is the name of the game for public sector and non profit making sector organisations. Organisations continue to grapple with conflicting stakeholder and audience demands to determine what the best line of approach is, what best practice is and where the resources are that will enable them to increasingly embrace marketing as a discipline to help them achieve performance targets. Marketers in these complex and dynamic sectors require skills and knowledge that combine marketing strategy and tactics to successfully manage and deliver best marketing practice.

The purpose of this course:

This course will provide a thorough immersion in marketing concepts and activities related to the special requirements of the marketing of public sector and non profit making sector - from the basic understanding of marketing through the steps necessary to integrate marketing within the organisation.

Who this course is for:

This course is designed for members of the public sector or non profit making marketing team – for experienced marketers new to these sectors, or seasoned employees new to marketing. It will also be useful for managers and employees involved in service development, service delivery and relationship management.

Benefits for your organisation:

This workshop will update employee knowledge and skills in the area of public sector and non profit making sector marketing. On completion, attendees will understand how best practice marketing principles can contribute to the organisations performance and build strong working relationships with key stakeholders in other departments and outside parties such as suppliers, partners and industry regulators.

Benefits for you as an individual:

You will acquire a foundation of marketing principles that can be applied in the workplace. You will develop your knowledge and skills, and ensure that existing practical skills and knowledge are underpinned by a more focused understanding of key marketing concepts and best practice.

You will learn how to:

• Apply the basic concepts and principles of public sector and non profit making sector marketing
• Identify the key elements of a marketing oriented organisation
• Integrate marketing with the other organisation disciplines
• Segment your audiences and position your proposition in the marketplace
• Understand public sector and non profit making sector markets, audiences and key stakeholders
• Analyse these audiences and apply appropriate relationship management strategies
• Develop and communicate the service value proposition
• Understand the challenge of marketing to multiple markets
• Develop an integrated marketing mix to effectively market your product or service

Course content:

• Marketing in the public and non profit making sectors - growth in importance
• The nature of a "public sector good/non profit making good"
• Issues in public sector and non-profit sector marketing
• The concept of multiple markets
• The development of a customer centric culture
• Internal marketing - the importance of the internal customer
• Service marketing and service quality
• The importance of partnership
• Issues related to distribution in public sector and non profit making services
• Marketing communications

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework