This course will show you how to apply marketing concepts and processes to organisations operating in the NFP/public sector. Faced with increasingly scarce resources, a constantly changing environment and increasing levels of media and public scrutiny, NFP organisations today require a coherent framework to help inform their marketing planning and implementation decisions. 

Using case studies and best practice examples the workshop will explore the importance of understanding audience motivations to change behaviour, managing brand and proposition development in a NFP/public sector context, how to use the range of different marketing channels including social media, to influence actions/non actions and how to measure effectiveness.

Who should attend?

Not-for-Profit or public sector marketing team members or experienced marketers new to these sectors. The focus of the course is on effective marketing planning and implementation aligned to an organisations overall goal and strategy.

Learning outcomes

  • Understand marketing in the context of NFP/public sector
  • Understand audience motivations to change behaviour
  • Use data to identify target audiences and segment your market
  • Understand the importance of stakeholder engagement
  • Marketing planning processes and tools
  • Brand positioning and proposition development in an NFP/public sector context
  • Developing an integrated marketing mix (on and offline)
  • Keeping pace with and effectively managing social media
  • How to measure effectiveness/results
  • Ensuring your NFP/public sector marketing is legal & ethical


Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Richard Mayer

Richard has been actively involved in marketing training and education for over 20 years working for a range of clients across multiple sectors both in the UK and internationally including HSBC, Heinz, Microsoft, Jaguar Land Rover, Ford and Sony. Richard is passionate on the central role and contribution that marketing can play in delivering business performance. His main interest lies in improving professional marketing standards for individuals, marketing teams and organisations with a specific focus on marketing strategy, marketing planning and execution, brand management and marketing communication.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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