Assignment: Create (complete) a basic, written marketing plan for the Minor in Management for Nonprofits at Piedmont International University

Assignment: Create (complete) a basic, written marketing plan for the Minor in Management for Nonprofits at Piedmont International University. NOTE: If you would prefer (especially if it would be more profitable to you), you can choose another organization or program for this project. Just notify me of your plans as soon as you decide.

I will be looking for:

  • Creativity – Be sure no one would fall asleep reading your strategy. For example, you may choose to include sample publications (brochures, website design, etc.), creative layouts, or charts. Your approach should be creative as well…not just another mailing campaign.
  • Professionalism – The final document should look and sound professional.
  • Quality – The strategy should be of excellent quality, both in appearance and in content.
  • Feasibility – The complete strategy should be feasible…avoid the “mission impossible” approach.
  • Completeness – The strategy should cover the necessary components. This should not be a problem if you carefully follow the contents of this guide.

Specific Items to Address:

  1. Analysis/Assessment – “Organizational Profile”
  2. Marketing Mission, Objectives, and Goals
  3. Core Marketing Strategy (Target markets, Position, Mix)
    • Be sure to identify your “basic approach” (see slide 3 of Lecture 07)
  4. Specific Tactics

NOTE: The following pages are not intended to define the format or content for your project. This document is simply designed to assist you in your planning and research.

Analysis/Assessment – “Organizational Profile”

This section should be written in good form with the goal of describing the organization from a marketing perspective. This shouldn’t be a history lesson, nor should it be too verbose (wordy). I have provided the main “ingredients” for this section, but feel free to ask me for any additional information that you believe should be part of the assessment.

Note: Not all of this information needs to appear in your final document. Decide what will be pertinent to the approach you take.

Organizational Mission – www.piedmontu.edu/mission-vision

Organizational Objectives (not a complete list, but enough for this project)

  • Effective Ministry – We will graduate powerful communicators who serve the Lord as preachers, teachers, writers, musicians, and influential leaders who understand their culture and impact people by fulfilling the great commission.
  • Broader Influence – We will seek, recruit, equip, and graduate increasing numbers of diverse students prepared to invest their lives in effective Christian ministry.
  • Academic Excellence – We will develop and deliver academic programs that are biblical, challenging, innovative, and practical, providing the student with professional competence and Christian maturity.
  • Adaptable Culture – We will foster an environment in which trustees, administration, faculty, staff, and students model a biblical paradigm for ministry growth, adaptability, and balanced Christian living in a rapidly changing culture.
  • Robust Finances – We will achieve and maintain financial stability and flexibility.

Organizational Goals (not a complete list, obviously, but these are ones you can focus on – I made these up by the way)

  • Create and successfully launch a new minor in management for nonprofit organizations (pretending that this is a brand new program)
  • Increase enrollment in the management for nonprofits program by 10% each of the first 5 years
  • Strengths
    • Broad range of experienced and credentialed faculty members
    • National accreditation
    • Large number of supporting and “interested” churches
    • Over 70 years of proven experience
  • Weaknesses
    • Very limited budget for marketing
  • Opportunities
    • Online education has gained popularity around the world (could this be a threat??)
  • Threats
    • The “Bible college” model is perceived to be inferior to a liberal arts program by many

Organizational Culture – “We will foster an environment in which trustees, administration, faculty, staff, and students model a biblical paradigm for ministry growth, adaptability, and balanced Christian living in a rapidly changing culture.” This is the approved statement regarding the organizational culture. For the purposes of this project, assume that it properly reflects the actual culture.


SWOT Analysis – I’ll do a few, but see what you can come up with in addition to mine…there’s no magic number

  • Strengths
    • Broad range of experienced and credentialed faculty members
    • National accreditation
    • Large number of supporting and “interested” churches
    • Over 70 years of proven experience
  • Weaknesses
    • Very limited budget for marketing
  • Opportunities
    • Online education has gained popularity around the world (could this be a threat??)
  • Threats
    • The “Bible college” model is perceived to be inferior to a liberal arts program by many

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