1、2018/10/9,非營利行銷課程,1,非營利行銷,國立台北大學合經所碩士班課程授課教師：方珍玲副教授,2018/10/9,非營利行銷課程,2,教學目標,將非營利行銷概念介紹給對非營利事業已稍有瞭解的學生了解非營利事業行銷之用途及應用撰寫行銷方案計畫利用觀念性工具，發展新產品及服務,2018/10/9,非營利行銷課程,3,教學方式及時程安排,上課時間：星期五上午9點至12點上課地點：原則在三峽校區商學院801教室上課有特殊情形則改在台北校區合經所研討室上課上課期間：93年9月16日至93年12月31日,2018/10/9,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
2、驗方式及時間：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,教學方式及時程安排(續),2018/10/9,非營利行銷課程,5,評量方式：平時成績40%出缺席次數參與討論內容及次數課堂口頭報告之準備程度期中考30%期末報告30%,教學方式及時程安排(續),2018/10/9,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
3、 River, New Jersey, 1991, 1996, 20032、Marketing 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,2018/10/9,非營利行銷課程,7,Section 1 (9/24-10/8)Developing a Customer Ori
4、entationThe Growth and Development of Nonprofit MarketingDeveloping a Customer-Centered Mindset,教學大綱及進度,2018/10/9,非營利行銷課程,8,Section 2 (10/15-11/5)Strategic Planning and OrganizationThe Strategic Marketing Planning ProcessUnderstanding Consumer(Target Audience) BehaviorDeveloping a Core Marketing Str
5、ategy: Segmentation, Positioning, Branding,教學大綱及進度,2018/10/9,非營利行銷課程,9,Section 3 (11/12-11/26)Developing and Organizing Resources Generating FundsAttracting Human Resources：Staff, Volunteers, and BoardsWorking with Private Sectors,教學大綱及進度,2018/10/9,非營利行銷課程,10,Section 4 (12/3-12/17)Designing the Mark
6、eting Mix Social MarketingManaging Perceived CostsFacilitating Marketing BehaviorsManaging Communications：Channel, Advertising and Personal Persuasion,教學大綱及進度,2018/10/9,非營利行銷課程,11,NPO- Non-Profit OrganizationNFP- Not-For-Profit OrganizationNFGO- Not-For-Gain OrganizationPVO- Private Voluntary Organi
7、zationNGO-Non Government Organization,Mnemonic & Description,2018/10/9,非營利行銷課程,12,NGO subgroupsGONGO- Government Organized Non Government OrganizationQUANGOs - Quasi Autonomous Non Governmental OrganizationBONGOs- Business Organized Non Governmental OrganizationFONGOs- Funder Organized Non Governmen
8、t OrganizationPONGOs Political Organized Non Government Organization,Mnemonic & Description,2018/10/9,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 organizationSecond and third digit-the major
9、focus of the organizations programsFourth digit- the Nature of the primary beneficiary group,A Classification of Nonprofits,2018/10/9,非營利行銷課程,14,Group1 : Culture and RecreationOrganization and activities in general and specialized fields of culture and recreation1100 Culture Media and Communications
10、Visual Arts, Architecture, Ceramic ArtPerforming ArtsHistorical, Literary and Humanistic Societies MuseumsZoos and Aquaria,A Classification of Non-profits,2018/10/9,非營利行銷課程,15,Group1 : Culture and Recreation1200 recreationSports Clubs Recreation and Social Clubs1300 Service ClubsSee R.2 Chapter1 Int
11、roduction PP.4-6,A Classification of Nonprofits,2018/10/9,非營利行銷課程,16,Group2 : Education and ResearchOrganizations and activities administering, providing, promoting, conducting, supporting and serving education and research2100 Primary and Secondary EducationElementary, Primary and Secondary Educati
12、on2200 Higher Education fundraising OrganizationsHigher Education,A Classification of Nonprofits,2018/10/9,非營利行銷課程,17,Group2 : Education and Research2300 Other EducationVocational/Technical SchoolsAdult/Continuing Education2400 ResearchMedical ResearchScience and TechnologySocial Sciences, Policy St
13、udies,A Classification of Nonprofits,2018/10/9,非營利行銷課程,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 to 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,
