Marketing Management

Marketing Management can help nonprofits tell their “story” to clients, funders, supporters and others in the marketplace in a cost-effective way to better achieve their mission.  This course provides an overview of a variety of critical elements of the marketing process for nonprofit organizations. Learn how to develop a strong brand and image to effectively communicate and position organizational messages to the media and public at large, and to defend against reputational threats. We also will discuss best practices and strategies to balance social media with traditional marketing methods.

Topics Covered

  • How working knowledge of the marketing process can benefit your organization
  • Ways image development and positioning can be used to market nonprofit organizations
  • Marketing strategies and appropriate tactic selection to achieve success
  • Marketing and communications through web sites and e-mail

Course Benefits

  • Learn how to use marketing as a tool to help a nonprofit further its mission and fulfill its goals
  • Clearly define what the organization is and does, and determine whether its internal perception of its image and “brand” matches the perception of the marketplace.
  • Become aware of the broad range of marketing strategies available to nonprofits and identify appropriate tactics to achieve organizational objectives.
  • Explain how nonprofits can work with news media in crisis situations.
  • Develop a website and email image tailored to attract and inform desired target markets
  • Compare and contrast social media marketing with traditional approaches to marketing.

Special Features

  • A weekly Resource Center provides carefully tailored readings and other resources
  • “Studio” activities provide opportunities for new and experienced practitioners to cultivate practical skills
  • Original case studies and problem-based learning activities
  • In-depth weekly discussions on the real-life challenges and opportunities of marketing management
  • Small class size of 25 participants

Who Should Enroll

This course is designed for those who want to learn for the first time about the nonprofit marketing process as well as those looking for a refresher on strategies, tactics and communications. This would include people who function as, or who aspire to be:
Executive directors, Communications managers, Marketing managers, and Board members.


This is an instructor-facilitated course delivered entirely online. It is highly interactive and requires active participation on discussion boards and completion of assigned projects. There are no real-time class meetings. Students work at times that are convenient for them within the weekly schedule of activities. We estimate spending an average of 8 – 10 hours per week on each Certificate in Nonprofit Management course. The time commitment will vary depending the individual’s input, needs, and personal study habits. For this reason, we highly recommend students participate in no more than two CNM courses at a time.

Note: This is a tech-enhanced course that requires access to Blackboard, a course management system used by UIC. In order to complete registration, you must submit proof of identity to secure your unique NetID (username).

Contact Hours: 40

 Section 0318
March 1 – April 4, 2018
Course Fee: $550
Fees for all five-week CNM courses are $550 if you register at least two weeks prior to the start of the course, and $600 if you register after that time. The course fee will be raised on February 15, 2018.
Registration Deadline: Wednesday, February 28, 2018
Location: Online



Cancellation/Refund Policy