Online Course Syllabus MNM620 Marketing And Organizational Communications. Important Notes:

MNM620 Online Course Syllabus MNM620 Marketing And Organizational Communications MNM620 focuses on marketing and communications in the global Third S...
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MNM620

Online Course Syllabus MNM620 Marketing And Organizational Communications MNM620 focuses on marketing and communications in the global Third Sector as essential for achieving a NPO/NGO’s mission by informing and influencing individuals and collective behaviors within the context of social enterprise.

Important Notes: This document provides an overview of expectations for this online course and is subject to change prior to the term start. Changes may also occur during the term due to faculty or SPS Distance Learning course updates. Some links may only be active once the term starts. For this course you must check the Regis Bookstore: http://www.efollett.com for the most current online course material information.

Table of Contents

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Prerequisites





Course Objectives



Course Overview and Outline











Required Course Materials Course Requirements Assessment & Performance Expectations

Grading Criteria Ethics & Confidentiality Academic Dishonesty & Plagiarism



Incompletes



Equal Access



Assignments

Prerequisites MNM601 History, Theory and Future of Nonprofit Organizations. (Note: Students who have not had a basic marketing and/or public relations class as an undergraduate or a graduate student are encouraged to refer to any basic marketing and public relations texts.) Return to Top

Course Objectives Upon successful completion of this course, you should have developed the ability to achieve the following six outcomes: 1. Articulate and demonstrate knowledge of strategic marketing and communications as they relate to nonprofit management. 2. Identify and define the major components of strategic marketing and communication plans for a nonprofit organization. file:///K|/SpsDL/a_webct_to_angel/Grad/MNM/MNM620/MNM620.htm (2 of 22)4/5/2007 10:38:48 AM

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3. Design a strategic marketing and public relations planning process in a nonprofit organization, including the development of core marketing and public relations strategies as an integral part of a nonprofit’s mission. 4. Identify, define and qualify target market audiences addressed by NPO/ NGO’s, including demographic and psychographic dimensions. 5. Demonstrate the ability to critically assess, analyze and evaluate a NPO/ NGO’s marketing and communication plans. 6. Integrate the marketing and communication plans by utilizing strategies that express the NPO/NGO’s mission, vision, and core values, with ethical accountability. Return to Top

Course Overview and Outline This course positions marketing, public and organizational communications as essential for achieving a nonprofit or nongovernmental (NPO/NGO) organization’s mission through influencing individual and community behavior changes as well as social enterprise development and management. NPO/NGO marketing, public and organizational communications can offer the concepts and tools needed to operate in many different social change and human services contexts. In our current operating environment for NPO/NGO’s, this is one of the most important courses in preparing you to lead and manage in the Third Sector. One of the many challenges facing leaders and managers in NPO/NGO’s is the inability to accurately formulate their organization’s marketing, public and organizational communications philosophy. All too often, NPO/NGO’s have an organization-centered philosophy for these essential functions. In this course, you will explore the development of a customer-centered philosophy in a NPO/ NGO. This means you (and the NPO/NGO) should focus on: 1. Behavior as the bottom line of much of what is done; 2. The human beings and communities served (customers) in terms of specific wants and needs. file:///K|/SpsDL/a_webct_to_angel/Grad/MNM/MNM620/MNM620.htm (3 of 22)4/5/2007 10:38:48 AM

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3. Research that informs and enhances decision-making within the organization. 4. Market segmentation that enables the organization to properly focus its resources and measure results and is crystal clear about whom is being served. 5. Defining competition more accurately and applying competitive knowledge to marketing and enterprise improvement. 6. Mission-driven strategic thinking and planning that employs all elements of marketing, public and organizational communications in an integrated and consistent manner. NPO/NGO marketing and communications represent a conscious effort to achieve desired outcomes with target markets in communities served. Long-run consumer and societal well-being (or the Common Good) are the goals for achieving NPO/NGO missions and program outcomes. The strategic integration of marketing, public and organizational communications becomes the functional process by which NPO/NGO’s can measure their successful impact on behavioral changes in individuals and communities served. You will develop skills in analyzing a NPO/NGO’s internal and external realities —its guiding values, organizational culture, effectiveness in the implementation and delivery of programs and services, marketing, public and organizational communications tools and structures, target markets, public, competitive and macro environments, and actual outcomes history. You will also come to understand the powerful role that an organization’s identity, or brand, plays in positioning the enterprise and reinforcing its value to all audiences served. Finally, in developing and constructing a Marketing and Organizational Communications Plan for an NPO/NGO, you will develop core strategies that are integrated with strategic thinking and planning for the successful achievement of the NPO/NGO’s mission. The course consists of eight weekly sessions, as follows. Week One: Introduction to NPO/NGO Marketing and Organization Communications

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This week will cover the following three points: ●





Parameters of marketing and organizational communications practices in an NPO/NGO. Application of this new knowledge base to the successful achievement of an NPO/NGO mission as it is seen in the outcomes of its programs, services, and financial sustainability. Identification of necessary tools and resources that create an environment for excellence in marketing, public and organizational communications.

Week Two: The Major Components of Strategic Marketing and Communication Plans for NPO/NGO’s This week will cover the following two points: ●



Identification and definition of the major components of Strategic Marketing and Communications Plans for NPO/NGO’s. Integration of the four essential components into an effective marketing communication plan.

Week Three: Assessing the Strategic Role of Marketing and Organizational Communications This week will cover the following four points: ●





Organizational environmental scans and the implications that such critical analysis can have on developing clear marketing and organizational communications strategies. Identification and understanding of the role that internal and external stakeholders play in developing a comprehensive marketing and organizational communications plan. Identification of specific environmental trends that may have impact your marketing platform or unique selling proposition (brand).

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Development of a process and strategy for executing a comprehensive marketing and organizational communications plan for your NPO/NGO.

Week Four: The Marketing Context and the Target Audiences: Including Demographics and Psychographic Dimensions This week will cover the following three points: ●





Definition and description of the environmental context (economic, political, social, regulatory, technology, social, etc.,) of the NPO/NGO you have selected using the tool of environmental scanning. Demonstration of how to research, identification and definition of your markets including the dimensions of demographics and psychographics. Application of these tools to the marketing plan you are developing for a selected NPO/NGO, realizing and expressing the benefits of doing so in refining program/service offerings and marketing communications strategies and tactics.

Week Five: Critically Assess, Analyze & Evaluate an NPO/NGO’s Marketing, Public and Organizational Communications Plan This week will cover the following two points: ●



Application of evaluation techniques and tools as you are developing your marketing, public and organizational communications plan. Formulation of the questions relevant to the effective analysis of your Evaluation data.

Week Six: Integrate the Marketing and Organizational Communications Plans by Utilizing Strategies That Express the NPO/NGO's Mission, Vision and Core Values with Ethical Accountability This week will cover the following three points: ●

Engagement of NPO/NGO board members, staff members, volunteers and

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community stakeholders in marketing and organizational communications strategies as delineated in plan documents. ●



Development of a knowledge base for designing and implementing strategies that ensure the functional integration of all activities related to marketing and organization communications. Articulation of concrete statements that specify ethical behavioral expectations for an NPO/NGO’s board, staff, volunteers and overall stakeholders.

Week Seven: Tools for a Successful NPO/NGO Marketing and Organizational Communications Plan This week will cover the following two points: ●



Integration of marketing and organizational communications concepts and processes as they impact an NPO/NGO and as presented in your marketing and organizational communications plan. Utilization of your understanding of marketing and organizational communications concepts, tools and tactics to review and analyze a case study of a NPO/NGO.

Week Eight: Positioning and Adding Value This week will cover the following two points: ●



Synthesizing of materials and articulation of a wholistic view of marketing and public relations in the context of the work of a nonprofit organization. Identification of areas for further growth and development as a nonprofit professional with respect to marketing and public relations.

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Required Course Materials

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Required Reading MNM Dept. (2005). MNM620 custom coursepack. XanEdu (ProQuest). Item no. RGU (varies each session). Contains journal articles and book chapters. Only available via Regis bookstore. Companion website: http://www.xanedu.com. Optional Reading The following three publications are optional reading. ●





Molenaar, Cor. Chapter 1: The Internet Has Changed Your World. The Future of Marketing: Practical Strategies for Marketers in the Post-Internet Age (1st Edition). Great Britain: Pearson Education Limited, 2002. Kotler, Philip. Chapter 2: Using Marketing to Understand, Create, Communicate and Deliver Value, & Chapter 5: Developing and Using Market Intelligence. Kotler on marketing: how to create, win and dominate markets. New York, NY: Simon and Schuster, 1999. Lautenborn, Robert. New Marketing Litany: 4 P’s Passe; C-Words Take Over. Advertising Age, October 1, 1990: p. 26.

Multimedia MNM620 Course CD-ROM featuring weekly discussions by Regis faculty and marketing/public relations professionals. Required software The following are required to view or listen to some of the course links: An audio player, RealPlayer Basic (free download—use the link for the Basic player, not Plus). Electronic Reserve Refer to the course content for information regarding articles on Electronic Reserves. Return to Top file:///K|/SpsDL/a_webct_to_angel/Grad/MNM/MNM620/MNM620.htm (8 of 22)4/5/2007 10:38:48 AM

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Course Requirements Overview Included throughout the eight-week course will be a variety of learning experiences: forum discussions, storytelling, presentation of case studies, independent research, and other interactive activities. Each week will begin with a short video presentation (on CD-ROM) by Regis faculty members and professionals with experience in marketing and public relations. These will be presented to encourage critical thinking and questions regarding the course’s holistic approach to the disciplines of marketing and public relations as they are applied in nonprofit organizations. Forum Discussions Regis University encourages graduate students to participate and actively engage in the learning process. Weekly forum discussions require more than one response to that week’s Forum question. You are expected to post answers to the weekly Forum question by Wednesday of each week, and respond substantively to the postings of two other students by Saturday. Student contributions should be related to course content and should reflect (including quotes and references) the theories and concepts being studied that week as well as throughout the course. E-mail Use e-mail to ask individual questions (not necessarily of interest to the class as a whole) to either the faculty facilitator or another student in the class. The internal mailbox that is a part of the course site will be used for this purpose. Standards for Written Work An important component of all MNM courses is the completion of written assignments. All written work is expected to meet the standards of graduate school. Assignments will be graded for content and writing skills. Written assignments should be sent as an attachment to the facilitator via e-mail. Acceptable File Formats Papers can be submitted in the following three file formats: file:///K|/SpsDL/a_webct_to_angel/Grad/MNM/MNM620/MNM620.htm (9 of 22)4/5/2007 10:38:48 AM

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1. Word file 2. Adobe Acrobat PDF file 3. RTF file Facilitator Comments Faculty member comments on your assignments will be made in a variety of ways. Your facilitator will inform you of their preferred method. Return to Top

Assessment & Performance Expectations Assessment Methods The facilitator will be listening and observing the following: evidence of critical thinking; the ability to thoroughly engage a topic, idea or theory with multiple comments, questions or different approaches; skill and clarity in use of language during discussion or in written work, and ability to work and think with others in collaboration. Further, adherence to course requirements, expectations, and deadlines will demonstrate that the student desires to focus his/her energy on the above processes and outcomes. Graduate Level Performance Expectations for Students You will be expected to perform graduate level work in forum discussions, activities, and written assignments. At a minimum, work should reflect professional-level thinking and written work. The ability to ask critical questions, think globally, and synthesize all course materials will provide evidence of graduate level abilities. Return to Top

Grading Criteria file:///K|/SpsDL/a_webct_to_angel/Grad/MNM/MNM620/MNM620.htm (10 of 22)4/5/2007 10:38:48 AM

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This course teaches a fund of academic knowledge for nonprofit marketing and public relations. It also identifies, for each student, areas in which further understanding, growth and development can occur. Grades will be determined from the following three indicators: Forum Participation = 35% Written Assignments (Weeks 1–5 at 5% each) = 25% Final Marketing and Organizational Communications Plan Paper: Week 7 = 40% TOTAL = 100% Return to Top

Ethics & Confidentiality An integral component of SPS Program courses is student and facilitator/ instructor self-disclosure and the use of personal experiences for the purpose of facilitating coursework. Each student is expected to honor confidentiality as it pertains to any disclosures. No shared information, comments, or opinions expressed by another student or facilitator/instructor in the educational setting should ever be used in a manner which is intended to humiliate, embarrass, harass, damage, or otherwise injure that person in his/her personal, public, or business life. In addition, confidentiality must be upheld by not disclosing any information that would identify a particular individual organization. An additional integral component of higher education is challenging one’s own perceptions and beliefs regarding the course content and integrating information as well as understanding opposing perceptions and beliefs. Thus, students have the right to choose how much he/she will disclose and must also accept the responsibility of respecting disclosure of other students and facilitators/ instructors. Return to Top

Academic Dishonesty & Plagiarism Academic dishonesty is normally defined by, though not necessarily limited to, the following two categories: ●

Cheating: defined as using inappropriate sources of information on a test or

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assignment. ●

Plagiarism: defined as presenting as one's own, the ideas, words, or products of another.

Plagiarism occurs when a student copies material word-for-word from a book or electronic source without giving credit, paraphrases scholarly material without giving credit to the source, or fails to appropriately and accurately cite sources of original ideas and opinions of others. Whether this is done intentionally or unintentionally, it is considered plagiarism. The academic dishonesty policy, as stated in the Regis University Bulletin, applies to all courses, regardless of learning format. The academic dishonesty policy also applies to any assignment or exam submitted by a student, whether in person or by electronic means. It is considered a serious academic offense and will result in a failing grade for this course. Return to Top

Incompletes The student must specifically request in writing from the instructor that an incomplete be assigned due to extenuating circumstances prior to the last week of the course. The instructor may require additional written documentation. In general, the student has until the end of the following term to finish the incomplete unless otherwise agreed upon with the facilitator. Return to Top

Equal Access Equal access to education means equal opportunity to learn. Under Section 504 of the 1973 Rehabilitation Act and the Americans with Disabilities Act of 1990, students with verified disabilities who are otherwise qualified, have a right to equal access to classes at Regis University. If you are a student with a disability and you need accommodations for this class, please document your disability and discuss necessary accommodations with the Director of Learning Support Services (303-458-4941). Then, please make a telephone appointment with the facilitator of this class in order to discuss your needs. We look forward to facilitating your success with this class. file:///K|/SpsDL/a_webct_to_angel/Grad/MNM/MNM620/MNM620.htm (12 of 22)4/5/2007 10:38:48 AM

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Online Course Assignments: MNM620

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Course Dynamics This course is organized around an eight-week program. Weekly outcomes, assignments, and critical information are organized week-by-week. Typically, each week includes a reading assignment, multimedia assignment (video viewing), written assignment, and forum posting. (Note: Transcripts for the videos are available in the Week-by-Week materials.)

Weekly Responsibilities By Wednesday of the first week, you must post an introduction in the discussion forum. Look for the topic entitled Introduction and post as a reply to the Facilitators message. You will be removed from the course if you do not post an introduction to the Forum by Wednesday of the first week. Online weeks correlate to a 7-day work week. Each week’s work begins on a Sunday. Week One begins on the first day of the term, which is always a Monday. Prior to the start of each week, before Sunday, complete the reading assignments. On Sunday of each week, read your weekly critical information found in the Week-by-Week section. (Note: Your timely understanding of critical information content may be required to complete your weekly assignment or final project.)

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By Wednesday of each week, participate in the Forum discussions, read other student postings, and reply by Saturday to their postings. On Saturday of each week, save a copy of any assignments for yourself and email them to your Facilitator.

WEEK 1: Introduction to NPO/NGO Marketing and Organizational Communications Readings There are three reading assignments this week. 1. Andreasen, A., & Kotler, P. (2002). Strategic Marketing for Nonprofit Organizations (6th ed.). Upper Saddle River, NJ: Prentice Hall (Pearson). Section 1, Chapter 1: The Growth and Development of Nonprofit Marketing, Chapter 2: Developing a Customer-Centered Mindset. These readings may be found in the XanEdu coursepack. 2. Bonk, K., Griggs, H., Tynes, Emily. (1999). Strategic Communications for Nonprofits. San Francisco, CA: Jossey-Bass (Wiley Imprint) Chapters 1 & 7: The Basics of Strategic Communication (pp. 1–11), Designing a Communications Plan (pp. 33–45), and Making the Most of Your Resources (pp. 71–77). These readings may be found in the XanEdu coursepack. 3. An Update of Web Site Design: For some nonprofits, Web site design is becoming integral to service delivery. David Goldstein, The Nonprofit Quarterly, Third Sector New England, Vol. 6., Iss2, Summer 1999. This reading may be found in the course e-Reserve.

CD-ROM View the multimedia materials for the week. Transcripts are available in the Week-by-Week section. Forum

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There are two Forum assignments this week. See Week-by-Week for details. 1. Post a message to the discussion forum introducing yourself, your online class experience, and an overview of the organization you are currently with. 2. Comparison and Contrast essay regarding the alignment between an NPO/ NGO’s marketing and organizational communications materials with the organization's mission statement.

Written Assignment: See Week-by-Week for details. Essential Resources for Excellence in Nonprofit Marketing and Organizational Communications speech outline. Your outline should not exceed three pages.

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WEEK 2: Major Components of Strategic Marketing and Organizational Communications Plans Readings There is one reading assignment this week. Case Study—A Farmer’s Market, developed by Kristen Kunishima, The Marketing Plan, Second Edition, by William A. Cohen, pages 200–221. CD-ROM View the multimedia materials for the week. Transcripts are available in the Week-by-Week section. Forum There is one Forum assignment this week. See Week-by-Week for details. file:///K|/SpsDL/a_webct_to_angel/Grad/MNM/MNM620/MNM620.htm (15 of 22)4/5/2007 10:38:48 AM

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Case Study review and discussion how the case study addresses each of the four essential components of a marketing and communications plan. Written Assignment See Week by Week for details. Prepare an Organizational Overview for an NPO/NGO of your choosing, addressing one of the three dimensions of organizational depth, demand and desire. Your initial draft of the overview should be approximately 500 words.

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WEEK 3: Assessing the Strategic Role of Marketing and Organizational Communications Readings There are four reading assignments this week. 1. Bonk, K., Griggs, H., Tynes, Emily. (1999) Strategic Communications for Nonprofits. San Francisco, CA: Josey-Bass (Wiley Imprint), Chapter 4: Designing a communications plan (pp. 33–45). This reading may be found in the XanEdu coursepack. 2. Harris, T.L. (1998) Value-added public relations: the secret weapon of integrated marketing. Chicago, IL. McGraw-Hill. Chapter 1: The Secret Weapon of Integrated Marketing. (pp. 3–10) This reading may be found in the course e-Reserve. 3. In, But not of, the Market: The Special Challenge of Nonprofits.By Ruth McCambridge and Lester Salamon, The Nonprofit Quarterly, Third Sector New England, Volume 10, Issue 1, Spring 2003. This reading may be found in the course e-Reserve. 4. The Very Model of a Modern Marketing Plan. By: Reese, Shelly, Marketing Tools, 10764879, Jan/Feb96, Vol. 3, Issue 1. This reading may be found in file:///K|/SpsDL/a_webct_to_angel/Grad/MNM/MNM620/MNM620.htm (16 of 22)4/5/2007 10:38:48 AM

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the course e-Reserve.

CD-ROM View the multimedia materials for the week. Transcripts are available in the Week-by-Week section. Forum There is one Forum assignment this week. See Week-by-Week for details. Resources analysis of your speech in Week 1 and impact on stakeholders and brand identity of an NPO/NGO. What role can the organization’s board play in executing some of the communications tools you identified? Written Assignment See Week by Week for details. Design an outline of a strategic marketing and organization communications plan for the NPO/NGO of your choosing. This outline will serve as a structural guideline for your Week 7 assignment, which is to present a formal marketing and organizational communication plan for the NPO/NGO of your choosing.

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WEEK 4: Including Demographic and Psychographic Dimensions Readings There are no formal reading assignments for this week. Readings for this week will focus on resources uncovered in the process of conducting the environmental scan and researching source information for identifying and defining your target markets. CD-ROM file:///K|/SpsDL/a_webct_to_angel/Grad/MNM/MNM620/MNM620.htm (17 of 22)4/5/2007 10:38:48 AM

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View the multimedia materials for the week. Transcripts are available in the Week-by-Week section. Forum There is one Forum assignment this week. See Week-by-Week for details. Consider the market(s) served by the NPO/NGO you have chosen and describe what you know about them in terms of demographics and psychographics. Written Assignment See Week-by-Week for details. Address ONE of the following: 1. Write a 3–5 page report for the NPO/NGO you have chosen that addresses the one of following: Highlights of relevant trends (economic, political, legal/ regulatory, technological, social and demographics) that apply to the NPO/ NGO. 2. Identify and define the target markets served by the NPO/NGO, including demographics and psychographics, and how the target markets align with the specific mission and programs of the NPO/NGO. Return to Top

WEEK 5: Critically Assess the Organizations Plan Readings Andreasen, A., & Kotler, P. (2002). Strategic marketing for nonprofit organizations (6th ed.). Upper Saddle River, NJ: Prentice Hall (Pearson). Section 5, Chapter 20: Marketing Evaluation, Monitoring, and Control. This reading may be found in the course e-Reserve: http://130.253.4.143/eres/ coursepage.aspx?cid=209 CD-ROM file:///K|/SpsDL/a_webct_to_angel/Grad/MNM/MNM620/MNM620.htm (18 of 22)4/5/2007 10:38:48 AM

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View the multimedia materials for the week. Transcripts are available in the Week-by-Week section. Forum There is one Forum assignment this week. See Week-by-Week for details. Explain how the use of an evaluation tool would assist an NPO/NGO manager in assessing market and organizational communications plan success. Written Assignment See Week by Week for details. While reviewing the outline of your marketing and organization communications plan designed in Week 3’s assignment, integrate key evaluation tools at each step of the outline.

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WEEK 6: Integrate the Marketing and Organization Communications Plan Readings There is one reading assignment this week. Guth, David. W., and Marsh, Charles. Integrated Marketing Communications, Chapter 13, pp. 415–434., Public relations, a values-driven approach. Allyn & Bacon (2000), Needham Heights, MA. This reading may be found in the course e-Reserve. CD-ROM View the multimedia materials for the week. Transcripts are available in the Week-by-Week section.

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Forum There are three Forum assignments this week. See Week-by-Week for details. 1. What specific questions would you ask NPO/NGO attendees about their organization? 2. Post at least three integration strategies that you would employ to assist the Attention to Youth, Inc. NPO. 3. Think about ethics in marketing and organizational communications functions and activities. What are the practical implications for NPO/NGO leaders?

Written Assignment See Week-by-Week for details. There are no written assignments this week. Return to Top

WEEK 7: Integrate the Marketing and Organizational Communications Plan Readings There is one reading assignment this week. Case Study, NPower—Putting Technology Know-How in the Hands of Nonprofits. The case was written by Janet Salm and used with permission by The Electronic Hallway solely for educational, classroom, or research purposes. CD-ROM View the multimedia materials for the week. Transcripts are available in the Week-by-Week section. file:///K|/SpsDL/a_webct_to_angel/Grad/MNM/MNM620/MNM620.htm (20 of 22)4/5/2007 10:38:48 AM

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Forum There is one Forum assignment this week. See Week-by-Week for details. Answer three questions regarding the NPower case study. Written Assignment See Week-by-Week for details. Submit your final Marketing and Organizational Communications plan. The plan should be double-spaced and should not exceed 25 pages. Please include any relevant charts and graphs as appendices in your paper. You should include no fewer than 5 references. All references should be cited in APA format.

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WEEK 8: Positioning & Adding Value Readings There are no reading assignments this week. CD-ROM View the multimedia materials for the week. Transcripts are available in the Week-by-Week section. Forum There is one Forum assignment this week. See Week-by-Week for details. Write a personal plan for growth and development as a nonprofit professional with respect to marketing and organizational communications including an analysis of your current level of skill in synthesizing materials and resources from this course. This personal plan should not exceed 300 words.

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Evaluating the Course Please help us to improve online distance learning by completing the course evaluation form located at the bottom of the content once you've finished the course. Thank you!

Please contact [email protected] if you need assistance or to report any problems. © 2005 Regis University. All rights reserved.

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