Marketing plan example

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Del curso dictado por University of Geneva

International Organizations Management

126 calificaciones

University of Geneva

International Organizations Management

126 calificaciones

This course provides an introduction to International Organizations and the United Nations, and explores how business and management tools can be applied in these settings to achieve better, more effective results. With a focus on cross-sector partnerships in a changing world, the course offers you insights into the inner workings of international organizations and the challenges they face today. It will introduce you to effective, state-of-the art management tools and principles to help you lead change in this world – taught by senior staff of international organizations themselves. This is an introductory course offered by the International Organizations MBA (IO-MBA) of the University of Geneva, an executive program for change-makers in international organizations, NGOs and social ventures.

De la lección

Marketing & Fundraising

International organizations are facing increasingly competitive environments in gaining the funding and public support necessary to fulfill their missions. The current economic situation has made it more critical than ever to use effective marketing management to build positive media attention and a strong brand identity. In this last module, we blend together theoretical principles with the practical skill of marketing and fundraising in international organizations. The course is divided into four parts, each with a theoretical framework followed by the application to a real world example.

Introduction from Claudia Romo Edelman4:47

Building a marketing plan10:51

Marketing plan example5:07

Conoce a los instructores

Gilbert Probst
Professor, Organization and Management
Faculty of Economic and Social Sciences
Sebastian Buckup
Visiting professor
International Organizations MBA
Bruce Jenks
Visiting professor
International Organizations MBA
Stephan Mergenthaler
Visiting professor
International Organizations MBA
Cassandra Quintanilla
Teaching and research assistant
International Organizations MBA
Lea Stadtler
Research Fellow
Faculty of Economic and Social Sciences
Claudia Gonzalez Romo
Visiting professor
International Organizations MBA
Julian Fleet
Visiting professor
International Organizations MBA
Tina Ambos
Academic Director of the International Organizations MBA
Faculty of Economic and Social Sciences

[MUSIC]

Building a Strategic Marketing Plan is an essential part of all communications.

It is the foundation of all your activities that we will allow you

to effectively connect with your audience.

I'm Cassandra Quintanilla, a Consultant for International Organizations and

a Teaching Assistant for

the MBA specialized in International Organizations at the University of Geneva.

On this session, I'll walk you through a Strategic Marketing Plan for

a non-profit organization.

That way, you can better understand how to build your own when needed.

In general, you can apply the same basis structure

with plans with different objectives.

So first, you need to define what is the problem you're trying to address

by using marketing tools.

For example, this could be a general marketing plan to start off the work of

an organization or something more specific like fund raising objective, raising

brand awareness or a particular marketing strategy for a country or region.

Like we saw in the previous video,

there are three main areas to review when making a Marketing Plan.

Organizational overview, market overview, and the plan itself.

To see how these elements work, let's take an example of a non-profit organization

that has been reviewed in the past by students.

The Global Alliance for Rabies Control, or GARC.

GARC is a leading organization working for

the Global prevention of rabies in both humans and animals.

And for the purpose of this exercise, our objective with

the Strategic Marketing Plan will be to increase the nations to the organization.

We start by briefly describing the organization,

what they do and how they do it.

For GARC, we need to include different details in the executive summary.

For example,

that they are an International Organization that works with partners.

They spearhead world rabies day.

They have a board in the UN and US, but

implement their projects in Asia and Africa as well.

A key element to include here is the mission of the organization,

which should clarify what is their differentiation factor.

Now that we have reviewed the organization itself, it's time to move on and

analyze the Marketing General.

In this section,

we must include the general context of the organization, in terms of where they work.

For GARC, we need to take into account UK and USS donor markets, but

also Asian and Africa as implementing regions.

For the competitive landscape, we need to evaluate not only organisations that share

a similar mission, but others that are aiming at the same donor pool.

So, in this case, that would include from the Center for Disease Control and

Prevention Foundation as a possible competitor, or smaller organizations like

the Doctor Foundation as competitor in Sri Lanka for implementation.

Finally, a great tool to assess the market is a SWOT analysis.

Looking at strengths, weaknesses, opportunities, and threats.

For GARC, one of these keys strengths is that it has a solid partnership across

the world that they can leverage to fulfill their mission.

One of their weaknesses is their resource limitation.

And area of opportunity is that they already have successful projects

that they can become a model for scale.

While a threat, is that there potential donors don't know much about them.

Once we have thoroughly analyzed the content of the organization,

we can start to build the actual plan.

For this, we need to start with SMART objectives.

Clarify who is our target market, desire general positioning and

finally put all elements together to outline an execution plan.

In this case since you are we are focusing on increasing donations

the target market can be divided into three.

Individual donors, private sector, and foundations.

So, at the end we would have a clear objective, tactic, and

success metric for each specific audience.

For example, if we are to improve donations for

individuals, a smart objective could be to increase by 50%

the donations that come from the guard website in the next six months.

This is specific, measurable, attainable, relevant, and time bound.

A tactic that could be used to achieve that is to use positive images around

the cause or promote an online video that drives traffic to the website, and

creates awareness of Agpgart.

The last part of this framework is establishing an ongoing strategy.

This step can be easily overlooked, but

it will in fact guide your efforts when you try to focus on different issues

the next time you are reviewing your marketing plan.

An important thing to remember is that there is no standard answer for

every case.

But by using a framework of the one we showed you here you will be able to make

an informed decision.

Today's example is by no means exhaustive.

So, when you make your own plan, feel free to go deeper.

Include research and encourage discussion amongst key stakeholders.

[MUSIC]

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