MKT 120 | Brand Management

Overview

A clear, relatable brand is the key to attracting clients, staff, board, volunteers, donors, and other support and resources to your organization. A brand is the customer’s experience with you. It is the look of your materials, the voice in your communications, and the feeling evoked by anyone who interacts with your organization. You must consider not only what you say and do but also how.

This course will explore branding, its importance to nonprofits, primary marketing tools to convey your brand, and the raw materials of your marketing and communications (your brand library).

This course was formerly numbered as MKT 220. It has been changed to better reflect the content level and intended audience.

Learning Objectives

• Assess your organization’s brand for clarity, consistency, and constancy.
• Identify primary channels used by today’s compelling nonprofits to communicate their brands.
• Assemble a brand library for your organization.

Audience

• “Marketers by default,” such as development staff, program managers/directors, and volunteer coordinators/managers who handle marketing as part, but not the primary focus, of their responsibilities
• Marketing or communications staff
• Individuals outside of marketing looking at a transition to marketing or an expansion of their duties to include marketing