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 forNonprofit/Community Organization


U1P 2012 DLA


Click, Eric, PhD


Assistant Professor of Public Administration/Program Coordinator Public Administration/HSPA Communication Coordinator/ASPA Secretariat to IPAC

Office Location

Park University - Downtown Kansas City: Office 927

Office Hours

By appointment only during the Summer.

Daytime Phone

Office: 816-559-5623


Semester Dates

Monday, June 4, 2012-Sunday, July 29, 2012

Class Time


Credit Hours


1.) Marketing Workbook for Nonprofit Organizations, Volume I: Develop the Plan (2nd Edition) by Gary J. Stern.
2.) Mobilize People for Marketing Success by Gary J. Stern.

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

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.
Career Counseling - The Career Development Center (CDC) provides services for all stages of career development.  The mission of the CDC is to provide the career planning tools to ensure a lifetime of career success.
Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information
Advising - Park University would like to assist you in achieving your educational goals. Please contact your Campus Center for advising or enrollment adjustment information.
Online Classroom Technical Support - For technical assistance with the Online classroom, email or call the helpdesk at 866-301-PARK (7275). To see the technical requirements for Online courses, please visit the website, and click on the "Technical Requirements" link, and click on "BROWSER Test" to see if your system is ready.
FAQ's for Online Students - You might find the answer to your questions here.

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.

Class Assessment:

A total of 1000 points is available for this course. Points are broken down into four categories:

One Introduction Discussion @ 16 points = 1.6%
Eight Weekly Discussions @ 48 points each = 38.4%
Five Homework Activities @ 80 points each = 40%
Final Research Project @ 200 points = 20%

The grading scale is as follows:
A 90% or above
B 80% to 89%
C 70% to 79%
D 60% to 69%
F 59% and below

Course discussions are graded on demonstrated preparation for the discussion, including linage of the current discussion with previous course materials, clearly-communicated concepts derived from non-assigned reading materials (with suitable citation/reference), presentation of substantive comments that are constructive in nature, and fabrication of logical and well-crafted positions. Further, written work is graded on demonstrated insight, completion of expectation of the assignment, coherence of organization, grammar and spelling, and proper citations.

Letter grades in this course have the following meanings:

  • An 'A' signifies work that clearly exceeds expectations exemplified by the student who prepares for class discussions and consistently indicates having thought about the material. Written work falling into this category will demonstrate clarity of purpose, organization, and communication. It will also demonstrate clear interpretation of course material with proper citations.
  • A 'B' signifies work that meets expectations, meaning that all aspects of the assignment are completed, but it lacks some aspects of 'A' work, particularly inconsistent preparation for class discussions or written work that demonstrates less significant insight in the material, frequent grammatical errors, or failure to follow citation requirements.
  • A 'C' denotes written work that minimally meets the intent of the assignment and is poorly constructed, supported, or inconsistent arguments, or works with multiple spelling and grammatical errors, or multiple failures to follow citation requirements.
  • A 'D' falls short of the intent of the assignment in multiple areas and signifies a student who regularly misses class discussions, is otherwise unprepared on multiple occasions, or whose written work fails to meet the minimum expectations of graduate students.
  • A 'F' indicates failure to meet minimum requirements, demonstration of consistently poor work, or demonstrated inability to improve performance, cheating, or plagiarism.

File and Writing Format
If possible, dropbox submissions should be in .doc files. To ensure submissions open, when using Microsoft Word 2007 or above, try to remember to save as Microsoft Office Word 97 - 2003 Document (.doc). The new .docx files sometimes have compatibility issues. If you do not have Microsoft Word and are incapable of submitting in this format, in your word processor, please save the file as an .rtf (rich text format) and submit.

Assignments should be double spaced in New Times Roman 12 with 1 inch margins. When using (citing) sources outside of materials provided in this class, please make sure they are quality and reliable sources (Wikipedia is not acceptable). Students should follow Chicago Style writing guidelines.

Late Submission of Course Materials:
Non-penalized (excused) extensions/make-up work will only be given based upon documented approved extenuating circumstances. Unexcused late submissions will result in an assignment grade of zero (0%).

Classroom Rules of Conduct:
Everyone's comments are important. The diversity of the experience among members of your class will enhance learning. All students will be treated equitably within the classroom. Discussion and all communications are required to be respectful. Inappropriate language will not be tolerated, and your professor determines what is inappropriate. Students not treating the professor and/or classmates with respect are subject to discipline or dismissal from the course and/or program.

Course Topic/Dates/Assignments:

Starting in Week 1, the module content for the following week will be released on Friday @ 11:59 p.m. CST. Assignments for each week’s module must be completed by Sunday at 11:59 p.m. CST.

Weekly, students relate specific sources to module material. Students are required to make one main post (three to four paragraphs) that addresses the specific discussion by Thursday at 11:59 p.m. and two peer review posts (responses to his or her classmates' posts that are two to three paragraphs each) by 11:59 p.m. Sunday. All posts must utilize and cite material from the week's course information/readings, including complete internal citations and a reference list. Each post is worth 16 points.

What are substantive postings? Substantive postings include:

  • Responding to discussion questions as well as discourse between students related to subject matter within the course. This includes posting responses to others' answers within a Discussion Area. A response may express agreement with or challenge to the point of view expressed, supported by references (citations) to the text or lecture.
  • Contributing to the discussion based upon course content, theory, or personal experiences, not simply personal opinions.
Final Project/Research Paper
As a part of this course, you complete a final project/research paper on a topic of special interest to you. The purpose of this assignment is to allow you to focus your studies and efforts in a way that is meaningful to you.

These are the general specifications:

  • Length - 5 to 7 pages, double spaced, not including title page and reference page;
  • Format - Consistent with the above mentioned Writing Format and Chicago Style , including appropriate citations/references, Title Page, and Reference Page
  • Timing -
    • Week 2 - Clarification of expectations/requirements
    • Week 3 - Topic selection
    • Week 4 - Outline Due
    • Week 5 - Research
    • Week 7 - Paper / Project Due by Sunday at 11:59 p.m.

Criteria for topic selection:

  • Topic should be of personal interest to you;
  • It should allow you to use and build on materials we are covering in this course.
It should include conclusions and information based on supported knowledge and/or professional experience.

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:

With the commitment to improve the effectiveness of the University, students will periodically be asked to participate in class activities that will provide feedback regarding class content and structure and information necessary from a student perspective. This is a key part of our on-going institutional evaluation process with the goal of educational betterment at Park University.

Syllabus Revisions

The professor reserves the right to revise this syllabus as needed throughout the semester


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Last Updated:6/4/2012 2:41:56 AM