PA595 Communications & Marketing for Nonprofit/Community Organization

for U1P 2012

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Mission Statement: Park University provides access to a quality higher education experience that prepares a diverse community of learners to think critically, communicate effectively, demonstrate a global perspective and engage in lifelong learning and service to others.

Hauptmann School for Public Affairs Mission Statement
The Hauptmann School of Public Affairs offers a citizen-centered, professional program of graduate study that is grounded in the liberal arts tradition.  As participants in HSPA's vibrant academic community, faculty and students consider, with the coursework, the larger issues of democracy, stewardship, and technology.  In so doing, HSPA seeks to prepare students for the courage and discernment to act for the common good in the global context.  Going beyond competence, students develop knowledge, skills, and values requisite for leadership and service in and across all sectors of society, including government, business, and nonprofit.  HSPA cultivates public affairs as a life-long passion that is fundamental to citizenship in a free society.

Vision Statement: Park University, a pioneering institution of higher learning since 1875, will provide leadership in quality, innovative education for a diversity of learners who will excel in their professional and personal service to the global community.

Hauptmann School for Public Affairs Vision Statement
The Hauptmann School for Public Affairs will serve the common good by graduating leaders who exercise authority responsibly, make ethical decisions, act with moral courage, and advance human dignity world-wide.


PA 595 Communications & Marketing for Nonprofit/Community Organization


U1P 2012 DL


Woodbury, Kourtney L.


Communications and Marketing for Nonprofit/Community Organizations/Adjunct Faculty

Office Location

Not applicable

Office Hours

By appointment only

Daytime Phone

816 809 9786


Class Days


Class Time


Credit Hours



Stern, Gary J. 2001. Marketing Workbook for Nonprofit Organizations Volume 1: Develop the Plan, 2nd Edition
ISBN-10: 0940069253

Stern, Gary J. 1997. Marketing Workbook for Nonprofit Organizations Volume 2: Mobilize People for Marketing Success,  Saint Paul, Amhearst H. Wilder Foundation
ISBN-10: 0940069105

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

Drucker, Peter, and Collins, Jim, eds. 2008. The Five Most Important Questions You Will Ever Ask About Your Organization, San Francisco, Jossey-Bass Print

McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.
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Course Description:
PA 595 Communications and Marketing for Nonprofit/Community Organizations: An overview of the preparation of an annual public relations plan; intra-organizational communications, development of public relations materials, (e.g., brochures, newsletters, annual report, news releases, advertising), communication with news media, funding sources and others; interpersonal communication skills; impact of organizational actions and reputation on public support.

  Instructor Learning Outcomes

  1. 1. Build on the prior learning and experience of the students in the group.
  2. 2. Equip the student with the knowledge to work with tools to generate effective marketing and communications for the nonprofit organization
  3. 3. Provide direct experience with using the web as a learning tool in this and other aspects of nonprofit management.
  4. 4. Establish a solid conceptual framework for working with marketing and communication in the nonprofit environment.
Class Assessment:
Your grade will be determined on the basis of your performance on three things: Participation in the weekly discussions, weekly assignments and term paper with final PowerPoint presentation.

Grading Rubrics: Your weekly assignments and term paper will be graded on how accurately you use the appropriate terms and concepts from the text and lectures. Your grade on the weekly discussion will be based on your participation. You are expected to make a substantive contribution to the discussion each week.

    • Questions that make a contribution and move the discussion along will get five points per week. Discussion contributions are due by 8:00 AM (CST) Saturday mornings. You will earn 25 points each week for making a contribution that moves the discussion along by asking a good question or adding a new insight to the discussion. Simply saying I agree with Mr. Jameson or ditto me on that will not count.
    • Discussion questions or comments that are brilliant and show deep understanding will get 25 points per week (200 points possible).
    • There are five weekly homework assignments, due Monday mornings by 8:00 AM (CST) are worth 100 points each.
    • Final papers and PowerPoint presentations are due the Monday of the 7th and 8th week by 8:00 AM (CST) are worth 300 points, 250 points for the written report and 50 points for the PowerPoint presentation.

There are a possible total of 1000 points for your grade, plus extra points you may earn by making brilliant contributions to the discussions.


 Course Grading Scale

Grades will be assigned as follows:

Grade Percent                                              Points

Weekly Participation/Discussions            20%(25 points per week, possible, weeks 1-8)

Homework                                                    50% (100 points per week possible, weeks 2-6 only)

 Final Project/Research Paper                  30% (300 points possible)

Final Exam: There is no final exam.


Late Submission of Course Materials:

Submission of Late Work: I will accept late work at my discretion. I will usually accept late work if you tell me well in advance that it will be late and we agree on a late due date that must be adhered to. I may accept late work without prior approval if you can convince me that being late is not simply due to procrastination. A good way to do that is send me what you have done to date on the assignment as soon as possible.

Classroom Rules of Conduct:
You are required to participate in the threaded discussion at least once a week. Your questions and comments should indicate that you have read the assignment. You will be graded on the relevancy of your comments and questions. While they may be no such thing as a "dumb question", there are certainly "really dumb questions" that are irrelevant, not on topic, or have already been answered.

This is a graduate level course. All work you turn in must be of graduate quality. It is assumed that you know what graduate quality is. If you have any doubt ask me.

All your electronic communications should be literate. Use good grammar and perfect spelling. Use spellcheck and proofread everything carefully. Remember that spellcheck doesn't catch all errors. Errors may lower your grade.

You are expected to turn in assignments on time. If for any reason you are unable to meet an established deadline, please tell me as soon as possible. You are adults, and I realize that life happens so I can be fairly tolerant of truly unavoidable and unpredictable events that may keep you from meeting a class deadline. Please understand, however, that hard drive crashes and other computer disasters are highly predictable (they always occur just before you failed to save your best work on a crucial paper). Save often, make backup files and please don’t try to use computer glitches as an excuse for a late report.

Confidentiality: Individuals and agencies have the right to expect that their situations will not be freely discussed. DO NOT discuss anything you may read in this class about an individual or agency outside of class. Since this is an online course, everything you "say" in class is in writing and can be shared with the world. Keep that in mind as you write about individuals or agencies. Do not write anything for class about an individual or agency that could be construed as private or possibly damaging to that individual or agency if it possible for the individual or agency to be uniquely identified. If you have a question about confidentiality please ask me in a private communication.

Students are responsible for clicking on the link below and thoroughly reading each Online course policy.  If you have questions about any of these policies, please contact your instructor for clarification.

Academic Honesty:
As a learning community, the University upholds the highest standards of academic integrity in all its academic activities, by faculty, staff, administrators and students. Academic integrity involves much more than respecting intellectual property rights. It lies at the heart of learning, creativity, and the core values of the University. Those who learn, teach, write, publish, present, or exhibit creative works are advised to familiarize themselves with the requirements of academic integrity and make every effort to avoid possible offenses against it, knowingly or unknowingly. Park University 2011-2012 Graduate Catalog Page 21


Plagiarism is the appropriation of another person's ideas, interpretation, words (even a few), data, statements, illustration or creative work and their presentation as one's own. An offense against plagiarism constitutes a serious academic misconduct.  Although offenses against academic integrity can manifest themselves in various ways, the most common forms of offenses are plagiarism and cheating. Plagiarism goes beyond the copying of an entire article. It may include, but is not limited to: copying a section of an article or a chapter from a book, reproduction of an art work, illustration, cartoon, photograph and the like and passing them off as one's own. Copying from the Internet is no less serious an offense than copying from a book or printed article, even when the material is not copyrighted.

Plagiarism also includes borrowing ideas and phrases from, or paraphrasing, someone else's work, published or unpublished, without acknowledging and documenting the source. Acknowledging and documenting the source of an idea or phrase, at the point where it is utilized, is necessary even when the idea or phrase is taken from a speech or conversation with another person.

Park University 2011-2012 Graduate Catalog Page 21

Attendance Policy:

Students must participate in an academically related activity on a weekly basis in order to be marked present in an online class. Examples of academically-related activities include but are not limited to: contributing to an online discussion, completing a quiz or exam, completing an assignment, initiating contact with a faculty member to ask a course related question, or using any of the learning management system tools. Park University 2011-2012 Graduate Catalog Page 25

Disability Guidelines:
Park University is committed to meeting the needs of all students that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, regarding students with disabilities. In the case of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University's policies and procedures related to disability can be found on the Park University web page: .

Additional Information:


Week I-Overview, Outcomes, and Weekly Activities

Week I Marketing Set Goals

Week II-Positioning your Nonprofit

Week III: The Marketing Audit

Week IV    PA595.doc

Week VI.doc

Crisis Communications Case Stude KFC.doc

Crisis Communications CASE STUDY.doc

Week VII.doc

Week I: Collect marketing materials for an existing nonprofit.


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Last Updated:5/24/2012 7:42:44 AM